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Understanding the Performance of Addressed Admail

Christine Croft Senior Advisor, Direct Marketing Strategy

Canada Post

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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

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Addressed Admail Can Increase Unaided Campaign Awareness

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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%

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Addressed Admail Can Increase Aided Campaign Awareness

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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%

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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

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Addressed Admail Has a High Unaided Media Recall Rate

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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

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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%

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Addressed Admail Has a High Aided Media Recall Rate

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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 receivingRecall

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%

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Addressed Admail Can Increase Familiarity with Your Brand

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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

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Addressed Admail Can Be More Effective Than Email

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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 tocontact Via Rail for

more info

Per

cent

resp

onde

nts

EmailAddressed 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%

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Addressed Admail Follow Up Mailings Can Be Effective

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• 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

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• 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

05

10152025303540

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

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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

43.49545.670 64.0 14.834First mailing + recall mailing

% increase generated byrecall mailing

Addressed Admail Follow Up Mailings Can Be Effective: Sick Kids Foundation, Aided Media Recall

+33% +31% +29% +57%

21

5.7%

4.7%

+

FirstMailing

Follow upMailing

82%Incremental

response

Total Response Rate 10.4%

ReturnOn

Investment1.00 3.40

Addressed Admail Follow Up Mailings Can Be Effective: Sick Kids Foundation, Response Rate and ROI

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Addressed Admail Can Increase Your Sales and ROI

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Addressed Admail Can Generate More Sales Than Email: Via Rail

Sales

0

10

20

30

40

50

60

70

Email Addressed Admail AA+email

Tota

l sal

es• 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

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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

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Addressed Admail Can Increase Consideration and Generate More Sales: Holt Renfrew

Effectiveness of AA

0102030405060708090

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

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

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Addressed Admail + Profiling = Success

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Addressed Admail + Profiling = Success

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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 MarketingCentraide of Greater Montreal

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Addressed Admail + Profiling = Success

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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 ManagerDoubleday Canada

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Addressed Admail + Profiling = Success

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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