Getting started with direct mail

Your roadmap to success

Direct mail is a powerful marketing channel, delivering meaningful, creative and targeted messages. But how can you get the most from it? As you embark on your direct mail journey, here are the key considerations organizations like yours factor into a campaign.

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Canadians welcome direct mail into their homes

60%

of Canadians display mail advertising within their home

52%

of Canadians share mail advertising with others

66%

of Canadians feel direct mail grows their relationship with businesses

Source: Canada Post, Mail Moments 2022.

Strategy

Consider how your direct mail complements your marketing mix and inspires target audiences to action.

  1. Targeting the right audiences Leverage your existing customer data and speak directly to your customers. Use prospect lists to acquire new customers. Work with Canada Post’s exclusive data and targeting tools to land in the homes of audiences that matter most to you.
  2. Defining your objective When you establish a clear marketing objective, such as awareness, acquisition, retention or win back, it’s easier to determine which solution is right for you.
  3. Developing a compelling offer Ready to get people moving? Offer something of interest for your target audience, such as a discount or event invite, that will inspire them to take action.
  4. Integrating with other marketing channels You need to meet people where they are – but they aren’t always in the same place. Direct mail increases response rates when combined with other media like digital or out of home.
A man stands in an office studying an analysis chart showing data graphics.
Two women review a colour chart amidst printing equipment.

Execution

Explore how to create direct mail that’s visually appealing and easy to read.

  1. Getting it all done You’re never alone. Tap into experts by working with your agency or a Canada Post Expert Partner, both can help with the execution of your direct mail campaign from conception to execution.
  2. Creating eye-catching design It’s not only what you say that matters – it’s how you say it. Include strong copy and clear calls to action. Use creative design and unique print techniques to capture your target audience’s attention and enhance your messaging.
  3. Picking the right format When you invest in quality creative, it pays to give it a proper home. Choose the format, such as postcard, letter, magazine or brochure, that best fits your objective, audience, message and budget.

Measurement

Establish the best way for your team to understand (and learn from) your campaign’s performance.

  1. Tracking your results Do you know what success looks like? Outcomes such as store traffic, coupon redemptions, web visits, promo code activations or social media engagement will gauge your campaign’s success.
  2. Analyzing your metrics Direct mail offers exciting ways to constantly learn and refine your marketing. Determine indicators like response rate, conversion rate and ROI and use your findings to refine future campaigns.
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The Essential Guide to Direct Mail

Want to take a deeper dive before you get in touch? Our detailed guide covers the direct mail process from start to finish, with valuable tips for awareness, acquisition and retention.

Download the guide

Have more questions?

Not sure yet which targeting solution is right for your campaign? Send us a note and we can help you find the most effective solution.

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