Neighbourhood Mail – a Powerful Prospecting Tool
Note: Unaddressed Admail was recently renamed Neighbourhood Mail.
Studies have shown that printed media fosters better comprehension, retention and drives better results, when compared to seeing the exact same content in a digital environment. Mail continues to be a valuable marketing tool and Neighborhood Mail is certainly part of this mix. This is not to say that “digital” is not effective, but more to illustrate that direct mail still has its place. It is interesting to see how the combination of the two can drive unprecedented results!
What does Neighbourhood Mail offer you?
- Cost-effective way to reach out to new prospects, especially in the CASL era
- Opportunity to target specific areas with a diverse range of demographic criteria
- Amazing postage discounts in 2015 – 2017
- A medium that is always handled and always seen
- Physical tactile nature that engages readers
- Portability of mail, allowing it to be shared among different readers
- High visibility compared to some other channels
- High degree of creative latitude, including use of die cuts & other self-mailers
- Excellent first point of contact in integrated marketing programs
- Ability to direct readers to integrated web content, microsites and contests
- Ability to acquire new contact information with integrated offers/microsites
- Opportunity to measure and track results
- Access to all apartment and condominium postal boxes
Unheralded Postage Rates
Canada Post is backing this product heavily by offering postage discounts of almost 50% to qualified applicants that have not used the product over the last year, under their own customer number. That might get you a postage rate as low as $0.09, which is quite amazing in this day and age!
Beyond that there are more great Neighbourhood Mail discounts you can take advantage of. Simply call Highland Marketing at 1-800-422-1309 for more information regarding any of these programs.
Making it Work – The Basics
In our business, we see a broad range of direct marketing pieces. However, those that are using Neighbourhood Mail to establish new relationships do soooooo much better when they really understand and focus on the benefits of what they are selling and what sets them apart AND have a strong call to action. You can learn more about this by visiting our strategic creative page:
Additionally, if you think “right water, right bait”, Neighbourhood Mail presents you with an opportunity to create something that can stand out and be noticed by the right audience. So, when we get creative and position the product correctly, we have a marketing vehicle that allows us to target the right audience, add excitement, engage the readers and make ‘em feel special. This, in turn, usually results in direct marketing gems that stand out among the flyers and “me too” pieces and truly deliver.
It’s Always Handled and It’s Always Seen
People have to sort through their mail, because a cheque, bill or some other important piece could be mixed in. It is like sorting the “wheat” from the “chaff”. When we use mail, we hope to be included in the wheat and not the chaff, but most importantly, we know that the piece will at least get a time slice and be seen.
Choosing your Own Audience
Direct mail has the distinct advantage of allowing you to select your own target audience, and Neighbourhood Mail is no exception.
Canada Post Targeting Options
With Canada Post’s Precision Targeter, you can use up to three demographic selects to determine areas area with the highest aggregate percentage of the selected criteria. These currently include:
- Age – Female
- Age – Male
- Household Size
- Building Occupancy (Own or Rent)
- Building Type
- Building Construction Period
- Household Income
- Immigrants Place of Birth
- Occupation Field
- Marital Status
- Family Structure
- Children at Home – Age
Optionally, Canada Post has a fee-based service that enables you to select target markets based on other lifestyle clusters.
Highland Marketing’s Birds of a Feather Program
Some of our customers also like to target areas where they already have existing customers. The concept is that their neighbours might have similar lifestyles, interests and buying habits.
For these customers we have developed our Birds of a Feather program that analyzes their customer address data and identifies stations and walk/routes where they have the highest volumes and percentages of customers.
Targeting by Community and (Corn Heat Unit) CHU in Ontario, Manitoba and Quebec
For our agricultural clients, we can also target by CHU, by correlating community and CHUs. This enables us to produce different versions of postcards or brochures, varying seed varieties or other crop inputs by CHU and targeting different communities accordingly.
For more information on selection criteria or any of these targeting services, just give us a call.
Converting Readers to Active Prospects and Customers
If you place an ad in a magazine or if you use Neighbourhood Mail, you do not automatically get the names of the people that are receiving the magazine or your unaddressed mailing pieces. If you are targeting the right audience, you may want to acquire their contact names and addresses so that you can communicate with them directly on future programs.
With today’s technology, setting up a microsite along with a special offer can be an easy way to acquire this contact data and also gather key survey data.
The key is to make the special offer available via the microsite. The value of the special offer should be in direct proportion to the potential long-term value of developing the relationship. As I noted, microsites are relatively inexpensive and we have effective template versions starting at just $295.
Congestion and Fast Forward
We have noted a couple of times that mail, in general, has high visibility when compared to other channels.
Without belittling the digital world, we know that it has become congested and we are hearing new terms such as “banner blindness”. Further, even with the advent of CASL, in Canada, we are still inundated with vast amounts of email, with most of it emanating from out of country. Further, unless the sender of the email is recognized, most emails head straight to trash.
On the other hand, the PVR has quickly become an enemy to television advertising, with many people simply fast forwarding through commercials in pre-recorded shows.
Yet, as we have already noted, mail always gets a time slice. How much time and action it gets depends on the piece itself and its ability to get attention and motivate prospective customers.
Measure Your Results
Unlike many other forms of advertising, direct mail is very easy to measure and it is worthwhile to use some means of tracking. This can be as simple as including a tracking code on the Neighbourhood Mail pieces. Further, if you use a microsite, you can easily get statistics on the number of hits on the site.
Tracking is very beneficial, as it enables you to measure your degree of success and tweak pieces to improve responses on future programs.
Only Canada Post has the Keys to Apartments and Condos
There are 13,214,559 residential addresses in Canada (as of February, 2017). Of these 3,196,607 are apartments and condos, which represents just over 24% of all residential addresses. This being the case, it certainly makes sense to use Canada Post’s Neighbourhood Mail when you are trying to reach all residential addresses in a given community.
Call Highland Marketing for Assistance or Additional Information
As we noted at the outset, Neighbourhood Mail is being used, very successfully, by many businesses today.
Our staff at Highland Marketing understands this product and we can also help to arrange some of the discounts that we mentioned above.
Please call us today at 1-800-422-1309 and let us help you with a product that really delivers.
If you are a Highland Marketing customer, we appreciate your business and the confidence that you place in us.
If you are not a Highland Marketing customer, we would welcome the opportunity to get to know you better and discuss our direct mail, direct communication and integrated website development services. Simply give us a call at 1-800-422-1309.