June 19, 2007
Ottawa - Canadian direct marketers can now make an impression that sticks, by using Repositionable Notes on their direct mail items. This new option can be used on Addressed Admail™ (including AdCard), Unaddressed Admail™ and Publications Mail, destined for delivery within Canada. This option is available at no additional postage fee to customers.
Repositionable Notes (or 'sticky notes' as they are commonly called), are a handy way for mailers to affix a message to the outside of a mail item–reinforcing a key advertising objective or call to action–that can be removed and kept as a reference by the recipient.
"Direct mail plays a critical role in the marketing mix," said Donna Drover, Canada Post's General Manager of Product Management and Innovation for the Direct Marketing Line of Business. "With Repositionable Notes, Canada Post offers yet another creative option, allowing marketers to ensure their piece stands out, thereby increasing response rates. We are very excited by this new offering, which has been introduced in response to our customers' needs."
In March 2007, Rogers Home Phone conducted a test using Repositionable Notes (RPNs) and the results were outstanding. Rogers reported twice the call-volume rate from the test cells that had RPNs affixed, compared to test cells that didn't. Given consumer reaction to the company's test campaign, Rogers plans to incorporate RPNs into its promotion strategies for other markets, including an upcoming 800,000 piece Unaddressed Admail campaign for high-speed internet. "The results delivered by Unaddressed Admail with RPNs make it a smart investment for us," says Emily Wilson, marketing and communications manager for Rogers Home Phone.
'Sticky notes' have many uses. People like to post them in their work areas as constant reminders of things to do. Others affix them to their refrigerators, computers or telephones as a way to quickly access important information. Some even use them as bookmarks. Whatever their use, "stickies" play a predominant role in households and businesses, a role they can now play in direct mail.
Repositionable Notes differ somewhat from standard adhesive notes as they must be able to sustain the handling and transportation involved in delivering the mail (specifications available in the Postal Standards Manuals at www.canadapost.ca). RPNs were initially introduced for Addressed Admail and Publications Mail in December 2006. Strong customer demand prompted the move to make them available for Unaddressed Admail as well.
