When is Direct Mail most effective?

•  Best for Maintaining Existing instead of Aquiring New Donors or Clients !
• When there is a CRM tool used to maintain full addresses of clients and ideally their historical data
• When the product or service has a high enough lifetime value to justify the investment
• When the product or service is a repetitive sale or donation.  For instance, car sales, car repairs, furnace repairs, dental, eye care…
• When high value services or products are renewable or upgraded on a schedule. For instance, eye care, dental, leases, insurance, 

What are two main categories with Canada Post?

1.  Addressed Admail  –  mailed from a list
2. Unaddressed Admail – mailed from Geographical / Demographic information (Precision Targeter Tools)

How it works best

• Integrate with other media – online presence with similar look and offer a requirement, print media, radio etc can all support the response rate of DM
• Must have a clear Call To Action (CTA),  a deadline is helpful, 
• Test various messages ( would you use only one Google Ad variation? )
• Measure it – separate email address, unique Toll-Free numbers, Google Analytics on the landing pages

Calculating ROI on a campaign?

 Steve will send a spreadsheet calculator to assist with rough

Resources:

Call Prime Data – Steve Falk – sfalk@primedata.ca  or

CSR –  Judy Maiuri – jmaiuri@primedata.ca ph. 289-796-1504

• 2015 Canada Post Rates
• Canada Post Case Study Library
• Mapping for Unaddressed Admail – Precision Targeter online tools
• Use Google to search Canada Post website – This string gets you lots of details “specifications for”  Admail, Addressed Admail, Unaddressed Admail