How much does an audience cost?

Prices for a Direct Mail audience start at “free” and increase based on the dataset being accessed. Standard options for each mail type are listed below. More advanced data sets can be accessed from 3rd party providers like Environics.

Neighbourhood Mail Audience Options:

Canada Post Precision Targeter – free to use. Includes neighbourhood targeting based on combinations of up-to 3 demographic filters.

Personalized Mail Audience Options:

Use your own data – free. This includes PostNow doing basic cleaning of your data and running it through the National Change of Address (NCOA) to identify any bad records.
Canada Post Postal Code Name/Addresses – from $0.15/record. Use 6-digit postal codes to target all households within. Includes names and address data that can be printed by an Expert Partner. Not available for any other use.

Postal Code Targeting Audience Options:

Canada Post Postal Code Data. Included in postage. Use 6-digital postal codes to target all households within. A suppression list can be provided to remove existing customers from the final data. Data includes address only, no names.

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Are there discounts on Personalized Mail postage?

Discounts are available for contracts with Canada Post. To qualify, a customer is required to commit to a minimum spend of $10,000 annually per service. Canada Post will look at your marketing plan and budget to see if you’re likely to achieve the minimum spend before awarding you a postage discount.

An example of $10,000 would spend would be:

100,000 NM (approximately)
20,000 PM (approximately)

There are various tiers of discounts available. Please contact your Canada Post rep for more info.

What is Postal Code Targeting?

Allows for hyper-targeting of homes within a 6 digit postal code. This is usually direct neighbours and consists of 16-20 addresses.

What are the best practices?

When considering direct mail marketing, here are few tips that can help you elevate your campaign:

Avoid Clutter
Include a strong CTA (call-to-action)
Use simple yet bold visuals
Integrate campaign tracking tools such as call call tracking, pURLs, dynamic QR codes, or unique discount codes to help track the success of your campaign

There are also 3 components your that every successful direct mail campaign includes:

Defining the right audience
A high-value or relevant offer for your audience
Compelling and well-branded design

What costs are there with Direct Mail Advertising?

When budgeting for a Direct Mail Ad Campaign you should plan for the following cost categories:

Planning & Design Costs (labour costs, asset licences, etc. )
Targeting/Data Costs (databases, licences, software, labour)
Production Costs (printing, folding, inserting, bundling, etc)
Postage/Transportation Costs

Final costs can be controlled with proper planning and targeting.

PCT Guidelines

Considering PCT? Here are a few guidelines to consider before starting your Postal Code Targeting campaign:

PCT is a great way to connect with ideal prospects or gain new customers
Allows small businesses to reach every address in a single postal code
Must include a quiet zone around the address block and no text or graphics within a 5mm parameter
Minimum quantity of pieces for campaign: 150

Can I target different dwelling types?

Yes! PostNow offers the complete Canada Post name and address list through our Audience Builder. Target based on Postal Codes of your customer or desired geographic target area.