Canada Post’s SME direct mail tool proving popular

Canada Post’s web-based direct mail tool for small businesses is proving popular, according to the company that helped create it. Global consultancy Accenture said the Precision Targeter service was the source of 4.5m pieces of direct marketing mail in its first two months.

Canada Post launched Precision Targeter back in April, aiming to make it much easier for small and medium-sized companies to set up direct mail campaigns to reach their customers.

The free-of-charge service offers extensive access to Canada Post’s national database of addresses, along with national census data, simplifying the process of creating a saturation mail campaign for local advertisers. The online tool allows a company to select a local area for their campaign and tailor their campaign to a specific budget or targeting particular demographics.

Canada Post’s general manager for commercial mail, Mike Badour, said: “Getting a greater return on marketing dollars is of the utmost importance to small- and medium-sized businesses. With Accenture’s help, we are able to put the customer in control.”

Accenture won a nine-month contract to help develop Precision Targeter, and said in the service’s first two months it produced more than 27,000 individual targeting analyses for business customers.

Joel Marchildon, Accenture’s senior executive on the project, said the company was proud to be part of such an important marketing tool for Canada Post.

“This project is among the more complex and rich business solutions we have developed in the nearly 20 years we have been working with Canada Post,” he said.

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