What Canadian consumers and businesses think about Direct Mail

Canadians Welcome Mail

Reading mail continues to be part of every Canadian’s daily routine:

  • 95% of Canadians (93% in 2007) usually read their mail the same day it arrives: 68% read it as soon as it’s received, while another 27% review it later on that same day.

Source: Consumer Attitudes to Direct Mail and Traditional Media, May 2010, CP 09-210.

Direct Mail in the Mailbox lets your Advertising Message Stand-Out from the Crowd

Every day Canadians are bombarded with advertising messages—billboards, newspaper ads, TV commercials and emails. Direct Mail is delivered to the mailbox—a far less crowded environment—allowing your message to get the attention it deserves.
Source: Usage and Effectiveness of Print Advertising, September 2009, CP 08-229.

Direct Mail is Effective

When you send Direct Mail to your customers, they are more likely to read your message and respond.

  • 91% of Canadians are likely to open an item that comes in the mail if it looks official or important, 90% if they recognize the sender and 89% if it looks interesting or intriguing.
  • 84% of the Addressed print advertising pieces Canadians receive and 67% of the Unaddressed print advertising pieces they receive are actioned (ie. read, saved it for later, will shop, purchase or do something else)!

Source: Usage and Effectiveness of Print Advertising, September 2009, CP 08-229.

Direct Mail is a valuable tool for businesses

  • 94% of Canadians are likely to open an item that comes in the mail if they already do business with the company
  • 64% of Canadians prefer to receive general business correspondence by mail compared to 32% by email and 4% by other means.

Q: Would you prefer to receive the following by mail, electronically, that is online or by email, by telephone or by other means: A bill or invoice, a financial statement, advertising, general business correspondence, a survey or questionnaire, solicitation for a charitable donation? Note: * Less than 0.5%;
Base: All Respondents (n=1001); Source: CP Consumer Survey, November 2010, CP 10-300

Direct Mail helps you stay connected to existing customers—-and reach out to potential customers

Business attitudes towards Direct Mail are positive:

  • 89% of Canadian companies agree that Mail is a great way to communicate with them (B2B).
  • 81% of Direct Mail users agree that Mail is a great way to communicate with their existing customers (B2C).

Source: Business Attitudes Towards Direct Marketing, February 2008, CP 07-25

There’s No Excuse! All industry segments are using Direct Mail for both acquisition and retention!

Addressed Direct Mail Users:

  • 78% Use it for Acquisition
  • 95% Use it for Existing customers

Unaddressed Direct Mail Users:

  • 97% Use it for Acquisition
  • 83% Use it for Existing customers

Source: Business Attitudes Towards Direct Marketing, February 2008, CP 07-25

 

Leave a Reply

Your email address will not be published. Required fields are marked *