ISSUE 01
|
2014
05
case
study: How we help customers meet their goals
Unaddressed Admail
TM
Makes Local Marketing Easy
Spread the Word! No Mailing List Required
F
or local businesses and organizations
looking to boost awareness and sales,
there’s an alternative to traditional direct
mail that can save time and money when
reaching out to new customers.
Unaddressed Admail™ from Canada Post
allows businesses to send mail directly to
target neighbourhoods without a mailing list.
Andreas Schwartz, Canada Post’s senior manager
of direct marketing, says this type of mailing is ideal
for businesses that draw most of their customers
from local areas.
“I’ve seen Unaddressed Admail™ used effectively by
auto repair centers, carpet cleaners, dentists, doctors,
retail stores, restaurants, tax preparers and many others,”
he says.
Schwartz recommends Unaddressed Admail™ as a vehicle to
introduce products or services; drive traffic to retail locations,
websites or phone lines; deliver menus, brochures or product
samples, and offer special discounts.
The program has been successful since it launched
over 15 years ago. “About 40 to 50 percent of Canadian
businesses have generated Unaddressed Admail
campaigns,” says Schwartz. “Most indicate response rates
between one and five percent, depending on their industry
and offer.”
Key advantages of an Unaddressed Admail™ campaign include:
•
A defined delivery area –
Mail to neighbourhoods,
postal routes or a geographic radius around a business.
•
Lower costs –
Gain discounted postal rates with no list
sourcing fees.
•
Time savings –
Unaddressed Admail™ is faster to
print, sort and get into the mail stream.
•
Flexibility –
A variety of standardized formats provide
options for creative executions that get noticed.
Canada Post says 95% of Canadians open their mail the day
they get it, making direct mail one of the most reliable ways to
ensure your audience receives your messages.
n
76
%
of Canadian Internet users
found it useful to receive direct mail
product samples. (eMarketer)
