SmartMail Marketing

Smartmail Marketing is an omnichannel approach that uses neuroscience and ethnographic studies to understand how consumers think and feel. What do consumers want, and how can marketers work competitively towards it? Smartmail Marketing combines Physicality, Data and Connectivity for optimal success:

PHYSICALITY

Designing a direct mail product that generates intrigue and physical engagement with the piece

DATA

Using accurate databases and strategic targeting to determine your most relevant direct mail audiences

CONNECTIVITY

Coordinating digital and direct solutions to create robust campaigns with longevity and multiple touch points

Reaching Target Audience Through Smartmail Marketing

In our rapidly changing marketing landscape, all businesses must work hard to maximize exposure and remain valuable to their customers. How do companies choose from the abundance of advertising mediums in order to reach the right people, with the right message, at the right time? Troi Mailing Services and Canada Post advise that the best way to get your brand-in-hand is to creatively engage with Smartmail Marketing. It’s the “science of activation”, which brings digital and direct mail closer together and better together.

Generation Gap, © 2019 Canada Post Corporation

It’s getting more difficult to grab the attention of consumers – even more so when you’re marketing to a cohort of individuals as large as a generation.As many of us are turning to generational marketing to help devise their strategies and communications, understanding what those generations value, believe and are motivated by is beneficial for all marketers.

• Over the years, a number of perceptions have formed about millennials, Gen Xers and boomers.
• Some of these are still true, but as consumers evolve, these perceptions need to be reformed, re-adjusted or rejected altogether.
• Canada Post recognizes the importance of generational understanding to drive better results for marketers.
• As generations develop and emerge, we gain more knowledge of who they are, how they operate and how they differ.

Connecting for Action, © 2016 Canada Post Corporation

Do integrated media campaigns that combine direct mail and digital advertising have the same consumer
impact as digital-only campaigns? And what effects does the sequencing of direct mail and digital
advertising in integrated campaigns bring to bear on engagement? In a first-of-its-kind study that used
a combination of neurophysiological and survey techniques, Canada Post and Ipsos found:

• Media format has a deep influence on the way consumers engage with brands and advertising messages.
• Integrated campaigns that include direct mail elicit greater consumer attention and better provoke the emotional engagement and brand recall that drive action than single-media digital campaigns.
• Media sequencing matters. This study suggests that direct mail’s impact on consumer engagement with integrated campaigns may be strongest when it follows digital advertising.

A Bias for Action, © 2015 Canada Post Corporation

Leading neuromarketing research company True Impact Marketing partnered with Canada Post to conduct the largest study of its kind to date. Brain imaging and eye-tracking technology were used to “see” into the brains of people interacting with physical (direct mail) and digital (email, display) advertising media. The whitepaper explains 4 key findings:

• Direct mail is easier to understand and more memorable than digital media. It takes 21% less thought to process and creates a much higher brand recall.
• Direct mail is far more persuasive than digital media. Its motivation response is 20% higher, and even better if it appeals to senses beyond touch, such as smell and hearing.
• Direct mail gets the message across faster. Our brains process it quicker than digital media. An important difference in an era when goldfish have longer attention spans than the average human.
• Direct mail is more likely to drive consumers to act on your message than digital media.

Breaking Through The Noise, © 2015 Canada Post Corporation

The ethnographic study into physical mail’s visibility, longevity and impact in relation to digital mail shows that this channel helps your brand to:

• Inspire. Mail is ritualized by consumers and imbued with emotional meaning, making them more likely to be inspired by your brand.
• Get noticed. Consumers are far more likely to notice, open, read and enjoy mail than digital advertising.
• Persist. Consumers keep mail, display it and ,share it with others, creating multiple engagement opportunities for your brand.
• Persuade. Mail delivers a call-to-action that works, whether to drive customers to your e-commerce site or retail location.

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