A review of tests and pilots conducted by Canada Post between 2006 and 2008 with select Clients demonstrating performance of Addressed admail from Brand awareness to sales.

1. 1
Understanding the Performance of
Addressed Admail
Christine Croft
Senior Advisor, Direct Marketing Strategy
Canada Post

2. 2
Background Information
• Since 2006, the Direct Marketing Advisor Team at Canada Post has
partnered with a number of clients to conduct Addressed Admail
tests and pilots
• The enclosed information is taken from these tests and pilots. All
results are statistically significant and endorsed by the advertisers
• Results demonstrate the impact of Addressed Admail:
– Unaided campaign awareness
– Aided campaign awareness
– Unaided Media recall
– Aided Media recall
– Familiarity with the brand
– Effectiveness vs email
– Effectiveness of follow up mailings
– Impact on sales and ROI
– When used in combination with a profiling tool

3. 3
Addressed Admail Can Increase
Unaided Campaign Awareness

4. 4
Addressed Admail Can Increase Unaided Campaign
Awareness: Sears
• In December 2007, a Christmas catalogue was sent to customers who had
not ordered in a while
• All customers were exposed to TV and radio. A group were sent the catalogue
while the other were not (control group)
• A market research was conducted among recipients of the 2 groups.
• Question: From which home products retailers do you recall hearing or seeing
the advertising or promotions?
Awareness of Campaign
38
40
42
44
46
48
50
52
Control (TV, radio) Test (TV, radio, AA)
18.6% increase
43%
51%

5. 5
Addressed Admail Can Increase
Aided Campaign Awareness

6. 6
Addressed Admail Can Increase Aided Campaign
Awareness: Chapters/Indigo/Coles Retailers
• In December 2007, Chapters/Indigo/Coles sent Addressed Admail to their
iRewards members
• All customers were exposed to Newspaper inserts, email and Unaddressed
Admail. A group of iRewards members were sent the Addressed mailing while
the other was not (control group)
• A market research was conducted among people from the 2 groups.
• Question: In the last 2 weeks do you remember having heard or seen any
commercials or advertisements or promotions for Chapters/Indigo/Coles
retailers?
Awareness of Campaign
0
10
20
30
40
50
60
Control (NP inserts, email, UA) Test (NP inserts, email, UA, AA)
30% increase
40%
52%

7. 7
Addressed Admail Can Increase Aided Campaign
Awareness: Auto Manufacturer
• In October 2008, an auto manufacturer launched a mass campaign to
advertise the introduction of a new model
• The campaign included TV, Newspapers, Magazines and Addressed Admail
to a group of customers while another group were exposed to mass media
only (control group)
• A market research was conducted among people from the 2 groups
• Question: Did you know that (name of manufacturer) launched a new
vehicle?
Awareness of New Product
0
10
20
30
40
50
60
70
Control (TV, Newspapers, Magazines) Test (TV, Newspapers, Magazines, AA)
43%
60%
39% higher awareness

8. 8
Addressed Admail Has a High
Unaided Media Recall Rate

9. 9
Addressed Admail is a Media with a High Unaided Recall
Rate: Holt Renfrew
• In October 2008, Holt Renfrew put together a campaign to increase sales
for specific cosmetic brands
• The campaign included the Website, an email Newsletter, In-store
advertising and Addressed Admail
• A market research was conducted among the recipients of email and mail.
• Question: You mentioned seeing or hearing or having received some
advertising/promotions from Holt Renfrew recently. Where did you see or
hear these advertisements/ promotions?
Media Recall
0
10
20
30
40
50
60
email Addressed Admail
5%
48%
860% higher recall

10. 10
Addressed Admail is a Media with a High Unaided Recall
Rate: Auto Manufacturer
• In October 2008, an auto manufacturer launched a mass campaign to
advertise the introduction of a new model
• The campaign included TV, Newspapers, Magazines and Addressed Admail
to a group of customers while another group were exposed to mass media
only (control group)
• A market research was conducted among people from the 2 groups
• Question: You mentioned seeing or hearing or having received some
advertising/promotions from (name of manufacturer) recently. Where did
you see or hear these advertisements/ promotions?
Media Recall
0
10
20
30
40
50
60
TV Addressed Admail
104% higher recall
27%
55%

11. 11
Addressed Admail Has a High
Aided Media Recall Rate

12. 12
Addressed Admail is a Media with a High Aided Recall
and Readership Rate
• Question: Do you remember receiving the mail piece from
(Name of advertiser) in the past couple of weeks?
• Can you describe the mail piece and what it was about?
(any valid feature recalled)
Advertiser Recall receiving
Recall
content
%
readership
Telus 58.4% 24.8% 42%
Sears 54.0% 29.7% 55%
Holt Renfrew 71.0% 44.0% 62%
Sick Kids Foundation 64.0% 14.8% 23%
Cancer Research Society 27.0% 14.8% 55%
Auto 54.5% 36.0% 66%
Blockbuster 44.7% 32.6% 73%

13. 13
Addressed Admail Can Increase
Familiarity with Your Brand

14. 14
Addressed Admail Can Increase Familiarity With Your
Brand: Auto Manufacturer
• In October 2008, an auto manufacturer launched a mass campaign to
advertise the introduction of a new model
• The campaign included TV, Newspapers, Magazines and Addressed
Admail to a group of customers while another group were exposed to
mass media only (control group)
• A market research was conducted among customers from the 2 groups
3.3
10.3
18.3
1.2
6.2
15.2
1 Feature 2 Features 3 Features
• DM
• Control
21% more recall
66% more recall
175% more recall

15. 15
Addressed Admail
Can Be More Effective Than Email

16. 16
Addressed Admail Can Generate Higher Message Recall
than Email: Via Rail
Message Recall
0
5
10
15
20
25
30
Offered 20% off Offered bonus points Encourages you to
contact Via Rail for
more info
Percentrespondents
Email
Addressed Admail
• In March 2007, Via Rail launched a campaign to increase ticket sales for
their premium products
• The campaign included Addressed Admail and email to Via-preference
Club Members. A group of members were receiving the promotion
through Addressed Admail only and the other group received the
promotion through email only
• A market research was conducted among people from the 2 groups
+133%
+212% +162%

17. 17
Addressed Admail
Follow Up Mailings Can Be Effective

18. 18
• In December of 2007, The Sick Kids Foundation used Addressed Admail to solicit past
donors who had made a donation in the previous 36 months.
• The campaign included Mass Media and 2 waves of Addressed Admail. There were 3
groups of donors: those who were exposed to the mass media only, those who also
received one mailing, and those who received a mailing and a follow up (2 mailings)
• A market research was conducted among people from the 3 groups
• Question: In the last two weeks do you remember having heard or read any
advertisements or solicitations for charity organizations? From which organizations do
you recall hearing or seeing the advertising or solicitations?
Addressed Admail Follow Up Mailings Can Be Effective: Sick
Kids Foundation, Unaided Campaign Awareness
Awareness of Campaign
36
38
40
42
44
46
48
50
Control (TV, radio, NP) Test (TV, radio, NP, AA)
41%
49%
20% increase

19. 19
• Question: You mentioned seeing or hearing some advertising or solicitations from
Sick Kids Foundation/Hospital for Sick Children recently. Where did you see or
hear these advertising or solicitations?
Media Recall
0
5
10
15
20
25
30
35
40
Radio TV Newspapers Addressed Admail
(1)
Addressed Admail
(2)
37%
23%
13%
2%2%
77% increase
184% increase
Addressed Admail Follow Up Mailings Are Effective: Sick Kids
Foundation, Unaided Media Recall

20. 20
Média Funnel
Percentage of respondants
% % conversion
Consideration
to buy*
Consideration
to buy*
Recalled content
(spontaneously)
12. Can you describe the mail piece
and what it was about?
(any valid feature recalled)
33.634.87248.0 96
8. Do you remember
receiving this mail
piece (from SKF) in
the past couple of
weeks?
Consideratio
n to buy*
Consideratio
n to buy*
Recalled
mailing
(aided)
Consideratio
n to buy*
Consideratio
n to buy*
Read mailing
11. What did you do with
this mail piece once you
opened it? (skimmed/
looked through it/ read it
carefully)
Consideratio
n to buy*
Consideratio
n to buy*
Opened
mailing
9.428
10. Did you
open the mail
piece?
First mailing
only
43.49545.67064.0 14.834First mailing +
recall mailing
% increase
generated by
recall mailing
Addressed Admail Follow Up Mailings Can Be Effective: Sick Kids
Foundation, Aided Media Recall
+33% +31% +29% +57%

21. 21
5.7%
4.7%
+
First
Mailing
Follow up
Mailing
82%
Incremental
response
Total Response Rate 10.4%
Return
On
Investment
1.00 3.40
Addressed Admail Follow Up Mailings Can Be Effective: Sick Kids
Foundation, Response Rate and ROI

22. 22
Addressed Admail
Can Increase Your Sales and ROI

23. 23
Addressed Admail Can Generate More Sales Than Email:
Via Rail
Sales
0
10
20
30
40
50
60
70
Email Addressed Admail AA+email
Totalsales• In March 2007, Via Rail launched a campaign to increase ticket sales for
their premium products
• The campaign included Addressed Admail and email to Via-preference
Club Members. A group of members were receiving the promotion
through Addressed Admail only, another group received the promotion
through email only, and another group were receiving both
• Sales were monitored from the 3 groups
More than twiceMore than 10x more

24. 24
Addressed Admail Can Generate Triple-Digit ROI:
Chapters/Indigo/Coles
Units Mailed Redemption
Count
% of
Redemption
ROI
• irewards Members
Source: Results provided by Chapters/Indigo/Coles. Return-on-investment calculations are fully loaded, including
cost of redemption and product margin.
50,000 6,635 13% 193%
Units Mailed Redemption
Count
% of
Redemption
ROI
• Non-Members
Non-members
irewards
members
291,000 41,058 14% 171%
• CASE STUDY

25. 25
Addressed Admail Can Increase Consideration and
Generate More Sales: Holt Renfrew
Effectiveness of AA
0
10
20
30
40
50
60
70
80
90
Consideration Purchase
No AA
With AA
• In October 2008, Holt Renfrew put together a campaign to increase sales
for specific cosmetic brands
• The campaign included the Website, an email Newsletter, In-store
advertising and Addressed Admail
• A market research was conducted among the recipients of email only and
email+mail, and sales were monitored in the two groups as well
16% increase
54% increase

26. 26
The Use of A Profiling Tool Can Improve
Performance of Addressed Admail

27. 27
Addressed Admail + Profiling = Success

28. 28
Addressed Admail + Profiling = Success

29. 29
Addressed Admail + Profiling = Success
“ The test campaign proved that
targeting and the Addressed Admail
service is a cost-effective way to
identify and connect with prospective
donors.”
Ann Courte
Manager, Direct Marketing
Centraide of Greater Montreal

30. 30
Addressed Admail + Profiling = Success

31. 31
Addressed Admail + Profiling = Success
“ When you apply analytics to direct
mail, the results are powerful. In this
case, we experienced a 20.4 per cent
response-rate lift.”
Gary Cowie
Marketing Manager
Doubleday Canada

32. 32
Addressed Admail + Profiling = Success

33. 33
In Conclusion
• Canada Post has conducted numerous tests to better understand
best practices when using Addressed Admail and our other
products such as Unaddressed Admail, Acquisition Admail, Geopost
targeting, etc.
• If you would like to learn more about the test results we have or if
you are interested in the opportunity of partnering with us to
conduct some tests with your organization, you can contact me:
• Christine Croft
• Senior Advisor, Direct Marketing Strategy
• Canada Post
• 514-345-4400 x54475
• christine.croft@canadapost.ca