1
Understanding the Performance of
Addressed Admail
Christine Croft
Senior Advisor, Direct Marketing Strategy
Canada Post
2
Background Information
• Since 2006, the Direct Marketing Advisor Team at Canada Post has
partnered with a number of cli...
3
Addressed Admail Can Increase
Unaided Campaign Awareness
4
Addressed Admail Can Increase Unaided Campaign
Awareness: Sears
• In December 2007, a Christmas catalogue was sent to cu...
5
Addressed Admail Can Increase
Aided Campaign Awareness
6
Addressed Admail Can Increase Aided Campaign
Awareness: Chapters/Indigo/Coles Retailers
• In December 2007, Chapters/Ind...
7
Addressed Admail Can Increase Aided Campaign
Awareness: Auto Manufacturer
• In October 2008, an auto manufacturer launch...
8
Addressed Admail Has a High
Unaided Media Recall Rate
9
Addressed Admail is a Media with a High Unaided Recall
Rate: Holt Renfrew
• In October 2008, Holt Renfrew put together a...
10
Addressed Admail is a Media with a High Unaided Recall
Rate: Auto Manufacturer
• In October 2008, an auto manufacturer ...
11
Addressed Admail Has a High
Aided Media Recall Rate
12
Addressed Admail is a Media with a High Aided Recall
and Readership Rate
• Question: Do you remember receiving the mail...
13
Addressed Admail Can Increase
Familiarity with Your Brand
14
Addressed Admail Can Increase Familiarity With Your
Brand: Auto Manufacturer
• In October 2008, an auto manufacturer la...
15
Addressed Admail
Can Be More Effective Than Email
16
Addressed Admail Can Generate Higher Message Recall
than Email: Via Rail
Message Recall
0
5
10
15
20
25
30
Offered 20% ...
17
Addressed Admail
Follow Up Mailings Can Be Effective
18
• In December of 2007, The Sick Kids Foundation used Addressed Admail to solicit past
donors who had made a donation in...
19
• Question: You mentioned seeing or hearing some advertising or solicitations from
Sick Kids Foundation/Hospital for Si...
20
Média Funnel
Percentage of respondants
% % conversion
Consideration
to buy*
Consideration
to buy*
Recalled content
(spo...
21
5.7%
4.7%
+
First
Mailing
Follow up
Mailing
82%
Incremental
response
Total Response Rate 10.4%
Return
On
Investment
1.0...
22
Addressed Admail
Can Increase Your Sales and ROI
23
Addressed Admail Can Generate More Sales Than Email:
Via Rail
Sales
0
10
20
30
40
50
60
70
Email Addressed Admail AA+em...
24
Addressed Admail Can Generate Triple-Digit ROI:
Chapters/Indigo/Coles
Units Mailed Redemption
Count
% of
Redemption
ROI...
25
Addressed Admail Can Increase Consideration and
Generate More Sales: Holt Renfrew
Effectiveness of AA
0
10
20
30
40
50
...
26
The Use of A Profiling Tool Can Improve
Performance of Addressed Admail
27
Addressed Admail + Profiling = Success
28
Addressed Admail + Profiling = Success
29
Addressed Admail + Profiling = Success
“ The test campaign proved that
targeting and the Addressed Admail
service is a ...
30
Addressed Admail + Profiling = Success
31
Addressed Admail + Profiling = Success
“ When you apply analytics to direct
mail, the results are powerful. In this
cas...
32
Addressed Admail + Profiling = Success
33
In Conclusion
• Canada Post has conducted numerous tests to better understand
best practices when using Addressed Admai...
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Understanding The Performance Of Addressed Admail

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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.

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Understanding The Performance Of Addressed Admail

  1. 1. 1 Understanding the Performance of Addressed Admail Christine Croft Senior Advisor, Direct Marketing Strategy Canada Post
  2. 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. 3 Addressed Admail Can Increase Unaided Campaign Awareness
  4. 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. 5 Addressed Admail Can Increase Aided Campaign Awareness
  6. 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. 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. 8 Addressed Admail Has a High Unaided Media Recall Rate
  9. 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. 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. 11 Addressed Admail Has a High Aided Media Recall Rate
  12. 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. 13 Addressed Admail Can Increase Familiarity with Your Brand
  14. 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. 15 Addressed Admail Can Be More Effective Than Email
  16. 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. 17 Addressed Admail Follow Up Mailings Can Be Effective
  18. 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. 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. 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. 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. 22 Addressed Admail Can Increase Your Sales and ROI
  23. 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. 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. 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. 26 The Use of A Profiling Tool Can Improve Performance of Addressed Admail
  27. 27. 27 Addressed Admail + Profiling = Success
  28. 28. 28 Addressed Admail + Profiling = Success
  29. 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. 30 Addressed Admail + Profiling = Success
  31. 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. 32 Addressed Admail + Profiling = Success
  33. 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

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