When to say YES! - That's Personalized Mail - Advertising by Mail - That's Canada Post Personalized Mail
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Advertising by Mail When to say YES! – That’s Personalized Mail™
That’s Personalized Mail™ - When to say YES
TABLE OF CONTENTS
What is Personalized Mail? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1
1 Primary Intent . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2
2 Assessing your mail item . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3
2.1 Financial reports / Annual reports . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3
2.2 Consent Mailings (Opt-in / Opt-out) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4
2.3 Loyalty and Retention Mailings . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4
2.4 Loyalty Card Programs . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5
2.5 Catalogues / Mini-Catalogues . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6
2.6 Calendars and Waste Calendars . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7
2.7 Newsletters. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8
2.8 Fulfillment . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8
2.9 Surveys . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9
2.10 Greeting or Thank-you cards. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9
2.11 Welcome Kits . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10
2.12 Renewal Offers and Notices . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10
3 Personalization and creativity . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11
3.1 Lettermail™ enclosed . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11
4 Official Qualification Process . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11
January 14, 2019 Version 1.0 Page 1
When to Say YES! - That’s Personalized Mail™
WHAT IS PERSONALIZED MAIL?
DETERMINE THE MAIN INTENT
Personalized Mail mailings are defined as mailable items, that have the primary intention (main messaging) of motivating an individual to
take action by:
• promoting a product, service, program or event
• soliciting donations or contributions
• reporting on financial performance, primarily for promotional purposes, or
• supporting your loyalty card program. Includes all mailings relating to loyalty card programs. Excludes credit and/or debit cards with or
without reward points.
ASSESSING YOUR MAIL ITEM
(This list is not exhaustive and some exceptions may apply.)
• Advertising brochures Section 1 • Paid subscriptions Section 1
• Annual reminders Section 1 • Political mailings such as profile of a candidate Section 1
• Annual reports on financial performance Section 2.1 running for election
• Calendar promoting local services / products Section 2.6 • promotional offers to enroll in a new service Section 1
• Catalogues and Mini-catalogues Section 2.5 • Proxies and voting ballots Section 1
• Census mailings Section 1 • Recall notices Section 2.12
• Consent (opt-in / opt-out) Section 2.2 • Receipts Section 1
• Election (voting notices) Section 1 • Recycling or waste calenders / schedules Section 2.6
• Financial reports / annual reports Section 2.1 • Renewal notices Section 2.12
• Fulfillment of products and services Section 2.8 • Renewal offers Section 2.12
• Greeting cards (branded) Section 2.10 • Replacement or renewal cards (credit and/or debit) Section 2.12
• Identification cards Section 1 • Requests for donations and/or contributions to a Section 1
• Invitations to promotional events Section 2.10 cause and/or charity
• Invoices Section 1 • Samples and promotional items Section 2.8
• Loyalty and retention related mailings Section 2.3 • Surveys Section 2.9
• Loyalty Card Program mailings (not linked to a Section 2.4 • Tax forms / Tax receipts Section 1
debit or credit card) • Thank you cards Section 2.10
• Mailings that inform of an involuntary change to Section 2.2 • Updates to professional handbooks Section 1
a service with an opt-in / out-out option • Waste Diversion Program promotions Section 2.6
• Newsletters Section 2.7 • Welcome kits promoting use of the service Section 2.11
• Notification of changes Section 1 • Welcome kits with transactional information Section 2.11
• Opinion surveys Section 2.9
HOW WILL PERSONALIZED MAIL BENEFIT YOU?
Target Personalized Mail allows you to target specific individuals based on your desired criteria, and to engage with them in a two-
customers way dialogue. It allows you to concentrate on your best customers and prospects, which is important. It costs more to recruit
new customers than it does to keep the ones you have.
Motivate Your marketing item should encourage a response from your customers by making an offer and providing an easy means for
action. It doesn't just generate interest; it can close the sale.
Measure The success of your advertising campaign can be accurately measured in terms of response rates and sales, which allows you
to determine the return on investment for each of your programs. Count the coupons redeemed (in store or online). Include
a unique QR code or URL for mobile and website visits that show how well your mail item worked.
Reduce Because campaigns can be measured, Personalized Mail allows you to focus your budget on those programs that are yielding
waste the highest return on investment.
Personalize Personalizing your message shows your customers that you are aware of their preferences, and will help make your customer
communication items even more relevant, thereby increasing response rates and return on investment of your campaigns.
January 14, 2019 Version 1.0 Page 1
When to Say YES! - That’s Personalized Mail™
1 PRIMARY INTENT
To determine whether the primary intent of your mail item is promotional, you must ask the question, “What is the
main message that the recipient is asked to respond to when they receive the item?”
If the intent is to motivate an individual to take action and buy or acquire a product or
service, use a specific program or to contribute to or support a cause or event, it is
promotional and therefore qualifies as Personalized Mail.
PROMOTIONAL
Items that promote a specific product, service, program or event that are designed to influence customers by creating awareness,
consideration or purchase over others are considered Personalized Mail.
Examples:
advertising brochures
invitations to a promotional event or sale
political mailings such as a profile of a candidate running for election
promotional offers to enroll in a new service
samples and promotional items
acquisition mailings designed to reach prospects and acquire new customers and to create new business
customer retention mailings designed to retain your current customer base.
NON-PROMOTIONAL
Education materials Transactional communications Informational communications
updates to professional handbooks invoices recall notices
opinion surveys receipts annual reminders
census mailings. tax forms / tax receipts notifications of changes
proxies renewal notices
fulfillment of products or services election (voting) notices not promoting
fulfillment or replacement of financial a candidate or party.
cards (i.e. credit and/or debit cards)
paid subscriptions
identification cards.
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2 ASSESSING YOUR MAIL ITEM
When creating your item, you must first determine whether it is promotional and can be mailed using the Personalized
Mail service. The “Assessing your mail item” section includes examples to help guide you through this process and
getting your brand into the hands of your customers.
2.1 Financial reports / Annual reports
Reports on financial performance qualify as Personalized Mail provided the information is sent out for promotional
purposes.
PROMOTIONAL
Reports on financial performance intended primarily for promotional purposes, such as annual, semi-annual, and quarterly reports of
mutual funds and corporations, prospectuses, and segregated fund reports mailed by insurance companies. The intent of sending out
these reports is to demonstrate the performance of the investments and promote additional products or services that may be of interest to
their clients.
Annual reports sent by an Association or Business to promote past performance in an effort to retain or attract new members. Often these
reports will promote upcoming events or programs. The intent is to motivate an individual to take action.
Reports, whether financial or annual, will qualify as Personalized Mail provided the information within is intended to:
support future investments
retain a customer base and promote customer loyalty
solicit donations
encourage additional investments
motivate an individual to take action.
NON-PROMOTIONAL
Reports, whether financial or annual, that are sent out to advise recipients of annual results and editorial information are considered
informational in nature and would not qualify as Personalized Mail.
Informational financial and annual reports typically:
inform members of industry relevant information
report on what has occurred over the past year
do not promote upcoming events
are not intended to attract new members
have a primary intent to educate the recipient
contain proxies or vote ballots.
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2.2 Consent Mailings (Opt-in / Opt-out)
Consent mailings, also referred to as Opt-in/Opt-out forms, are intended to seek the recipients preference (a choice
that they are required to make) or consent (a change that may impact them).
PROMOTIONAL
Consent mailings where the main intent of the messaging is to outline the benefits of a program or service
available to a customer and / or that have the intent to up-sell additional products and services or solicit additional
contribution / investments may be considered as Personalized Mail.
Consent mailings should:
primarily promote the product, service or business as the main messaging
offer the recipient a choice
highlight the benefits and advantages of the selection(s) being offered to the recipient
be clearly branded.
NON-PROMOTIONAL
Consent mailings where the main intent is to fulfill a legal obligation to inform
recipients of a change in their financial reporting or accounts and provide an
option to choose otherwise are considered non-promotional in nature.
Non-promotional consent mailings typically reflect the following:
messaging that is providing details about an upcoming or recent change
a change that is being made on behalf of the recipient
is mandatory
is legally required.
2.3 Loyalty and Retention Mailings
Loyalty marketing and retention campaigns are mailings that focus on growing and retaining existing customers
through incentives, branding and customer recognition.
PROMOTIONAL
Loyalty and retention mailings are considered as Personalized Mail when they:
are intended to keep a brand top of mind
have the main intent to win-back customers who may have left or are considering the competition
recognize the existing relationship with the customer
Travel in style with your Travel
Rewards credit card from your bank
encourage repeat or enhanced interaction or sales
Dear Customer,
We are always looking to improve your benefits
offer incentives
and we would like to introduce you to our new and
improved offering as part of your existing rewards
credit card. Here are some of the exciting things
highlight the benefits of an upcoming or recent change. you will benefit from in this change.
As of DD/MM/YY your existing program will be
replaced by this new and improved offering and
we will no longer be offering the old benefit.
Rest assured that you will still continue to receive
great service
NON-PROMOTIONAL
Items that are considered non-promotional as a loyalty or retention mailing would:
notify customers of a change
provide transactional information such as invoices and statements
have updates to professional handbooks or other informational documentation
Dear Customer,
be items that are sent to fulfill an order. Thank you for your business.
Please be advised that we are making
the following changes to your account.
We have included a copy of your invoice.
These changes will automatically come into
effect as of the date indicated.
If you have questions please call us at:
1-888-123-4567
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2.4 Loyalty Card Programs
Loyalty card programs reward customers for making purchases from the same vendor or company with the goal of
lowering the turnover among users, maximizing existing customers spend and expanding the customer base. These
programs offer a membership card, where they will accumulate points and receive exclusive offers.
PROMOTIONAL
Loyalty card programs qualify as Personalized Mail when they:
are open to the general public
offer incentives, points and exclusive offers to members
are not linked to a debit or credit card.
Loyalty card programs that meet these requirements are entitled to mail all communications related to the maintenance of their program.
This includes, but is not limited to:
• membership acquisition, • transaction details,
• membership card fulfillment solicited, • Thank you, Birthday and Christmas cards to
• membership card fulfillment unsolicited, members with or without promotional
• loyalty card renewal/replacement, offering,
• changes to existing loyalty program, • welcome kits with or without promotional
• changes to overall program (all members), offer,
• changes to an individual’s status level/ • rebates related to the program,
benefits, • fulfillment of items (within the size and weight
• membership card statement, band for Personalized Mail) earned through
• summary of points with promotional offer, points accumulated on your card.
NON-PROMOTIONAL
Mailings related to a loyalty card program in the following categories do not qualify as Personalized Mail due to their transactional nature:
loyalty cards and mailings that are not open to the general public
mailings relating to a provisional membership and association
loyalty programs linked to a debit or credit card
mailings that are informational in nature related to a professional membership of association.
Debit and Credit Cards
Professional associations not open to the public
Professional Associations
not open to the public
NOTE: These items may, however, qualify under a different section of this guide depending on the main intent of the item being mailed.
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2.5 Catalogues / Mini-Catalogues
Catalogues are printed matter with a list of items for sale containing item description, item numbers and/or prices.
PROMOTIONAL
Catalogues:
All catalogues, whether they are paid for or provided free of charge, that promote a product or service are considered promotional.
Catalogues generally contain the following items:
a listing of items for sale
prices and / or item numbers
are typically made up of several pages bound together
typically have the word “Catalogue” in the title.
Mini-catalogue:
Mini-catalogue is an excellent acquisition tool, ideal for eCommerce companies to provide a list of products/services they offer. Mini-
catalogue is a cost effective way for our customers to drive on-line and off-line sales. It allows companies to cut mail and production costs
without sacrificing circulation or frequency.
A mini-catalogue must also meet the following criteria:
contain a listing of items for sale
provide prices and / or item numbers
mini-catalogues must contain a minimum of 8-pages or panels
must meet Machineable Standard Personalized Mail service requirements (canadapost.ca/cppmguides).
NON-PROMOTIONAL
Catalogues that do not meet the definition and criteria above.
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2.6 Calendars and Waste Calendars
A chart or series of pages showing the days, weeks, and months of a particular year, or it may also provide particular
seasonal information.
PROMOTIONAL
Calendars that include promotional content being sent to current or prospective customers / donors qualify as Personalized Mail.
Promotional calendars are considered to be promotional when they:
have a primary intent to keep content top of mind
are clearly branded
bear contact information for the sender
have content related to the brand being promoted
contain offers or reminders to further promote the businesses, events or programs.
Waste Diversion Makes a Diīerence
The goal of the regional waste management strategy is
to reach a waste diversion rate of 75% in 2017. This
program is designed to maximise waste diversion and
reduce the amount of garbage desƟned for landĮll.
2017
75%
Goal
We are On Track!
Every year curbside waste conƟnues to decline and
prove that waste diversion is a beneĮcial part of our
household waste management program. In 2016 60%
REPORT A PROBLEM of waste was diverted from our landĮlls.
Municipal Waste CollecƟon Hotline……………………..…… 555-555-5555
Provincial Recycling Hotline……………………………………….. 555-555-5555 Thank you Anyville!
Hazardous Waste Hotline…………………….……………..……… 555-555-5555
With your conƟnued support we can achieve our goals
FOR MORE INFORMATION for 2017 and ensure a bright future for our community.
www.anyville.ca/rethinkwaste
NON-PROMOTIONAL
If the primary intent is to distribute information and/or provide scheduling in the form of a calendar the mail piece would not qualify as
Personalized Mail.
Non-promotional calendars:
may or may not be branded
are intended to be used as a schedule
do not promote a product, service or program
provide information or reminders such as a schedule and/or contact information
calendars that are sent to fulfill an order.
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2.7 Newsletters
A written report, issued periodically, typically by a business, institution, or other organization, that provides information
and news to people with a specific interest in the organization or subject.
PROMOTIONAL
Promotional newsletters are used to engage customers by providing them with updates and editorial
content that will help to encourage repeat business and keep a brand top of mind.
Promotional newsletters may contain some announcements or other news / editorial content but will also:
remind customers of the value that they provide
highlight upcoming sales or offers
announce sales, incentives, events or enrollment dates
contain coupons for use in store or online
request or encourage donations
provide enrollment dates as well as contact information .
NON-PROMOTIONAL
When the main intent of the newsletter is to communicate information, it considered to be non-promotional.
Non-promotional newsletters typically:
contain primarily editorial content
are intended to educate, inform or disseminate information.
2.8 Fulfillment
Delivery of an item requested by the recipient either for free or at a cost.
PROMOTIONAL
Fulfillment of a product is considered as promotional when the item is procured through a specific promotion and / or has significant
product branding that allows a company to keep their brand visible to the consumer (i.e. cereal box promotions) qualifies as Personalized
Mail.
Promotional fulfillment items include:
free gifts or samples that are clearly branded
Log
o
free items where the intention is to keep a product or brand top of mind
free items being sent following a promotion or a contest
free items intended to encourage future sales
Log
samples accompanied by a coupon or other incentive.
o
NON-PROMOTIONAL
Items that are mailed with the intent to fulfill an order for a product or service do not qualify as Personalized Mail.
Fulfillment of non-promotional items include:
items for which payment was made
items that are received as part of a subscription
items procured to fill an order.
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2.9 Surveys
A document with the intent of collecting the opinions of a group of individuals, based on a series of questions.
PROMOTIONAL
Surveys that have the intent to collect consumer information that will be used to motivate an individual to buy or
acquire a product or service, or to contribute to or support a cause.
A survey is promotional when:
the information collected will be used to gain insight into a customer preference or experience for future
marketing purposes
the survey outlines the benefits that the participant will gain from their participation
the results will enhance options, services or products available to the recipient
it is intended to help a consumer make a decision.
NON-PROMOTIONAL
Opinion and census type surveys have the intent of collecting information to be used for planning or educational purposes and do not
promote the sale of a product or service, therefore these types of surveys do not qualify as Personalized Mail.
Surveys that:
collect information that will be used for research or as part of a study
are census intended to gain statistical data
the participant will not be contacted in any way following the survey.
2.10 Greeting or Thank-you cards
A decorative card sent to convey good wishes usually tied to a holiday or occasion or to convey appreciation and
thanks.
PROMOTIONAL
Greeting or thank-you cards used as a means of keeping brands top of mind,
encouraging traffic to store locations or encouraging additional future donations qualify
as Personalized Mail.
Cards should:
be clearly branded
be mailed to existing or prospective customers
provide contact information
be personalized to the recipient.
NON-PROMOTIONAL
Greeting cards that are not branded, are sent to personal contacts or are invitations to events that are personal in nature do not qualify as
Personalized Mail.
Non-promotional cards include:
wedding invitations
birth announcement
anniversary parties.
January 14, 2019 Version 1.0 Page 9When to Say YES! - That’s Personalized Mail™
2.11 Welcome Kits
Welcome kits are packages that are sent to customers who have recently signed up for a service or made a significant
purchase with a business.
PROMOTIONAL
When the welcome package contains significant details to promote the use of the program or service or
provides incentive for recipients to sign up for additional programs or services these can qualify as
Personalized Mail.
Welcome kits should:
be clearly branded
provide information to encourage or facilitate the use of the service
provide contact information for additional support or sales opportunities
be personalized to the recipient
thank or recognize the recipient for their business
promote additional services that complement the service.
NON-PROMOTIONAL
When welcome packages only contain account information or terms and conditions of the purchase,
these will not qualify as Personalized Mail as the intent is only to provide relevant information to the
subscriber or purchaser.
Non-promotional welcome kits may include or contain:
receipts
invoices
notices
legal terms and conditions
proxies
tax receipts
fulfillment of the item itself.
2.12 Renewal Offers and Notices
Renewal offers and notices encourage recipients to renew or re-subscribe or enroll to a product or service.
Promotional
Renewal offers providing a subscriber with a special promotional discount or incentive to renew are
considered as promotional. Renewal offers that require the recipient to take action and arrange for further
payment may be considered as promotional.
Promotional renewal offers and notices should:
offer incentives to renew a service or subscription
remind a subscriber of upcoming expiry and highlight the benefits of renewal
require action or payment by the consumer / subscriber.
NON-PROMOTIONAL
Renewal notices inform the recipient of an upcoming expiry or end date to their subscription and no action is
required. Renewal is either automatically arranged or withdrawn as part of an existing agreement with no
action required.
Non-promotional renewal notices:
notify of termination or expiry of a service or subscription
have no action required
notify of an automatic renewal (pre-authorized payment)
provides a contract at the time of renewal.
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3 PERSONALIZATION AND CREATIVITY
While your items need to meet the definition of Personalized Mail, you can get creative by customizing your messages.
Items within a given mailing do not need to be identical in content or uniform and may in fact have different sizes,
weights, and thickness provided the items:
• remain within the same weight band and size category;
• originate from one mail owner (e.g. the customer number in the indicia must be identical on all mail items); and
• are within the same mail preparation category (e.g. Machineable or Special Handling).
Personalized Mail service is a proven and effective direct marketing medium that offers you the ability to personalize
your mailing and tailor your promotional messages to specific customers or prospects. If you do not have a customer
list, our targeting solutions can help you target prospects at the postal code level (using addresses), with the added
benefit of accessing accurate lists of Canadian residential, multi-unit building/apartment, small office/home office
(SOHO) and business addresses.
3.1 Lettermail™ enclosed
A Lettermail item may be enclosed with a qualifying Personalized Mail item. Choose the following options that
best suit your mailing needs.
OPTION 1 OPTION 2 OPTION 3
One envelope contains both items - the One envelope contains both the report and The annual report or voting ballot and the
annual report, which is mailed at the the proxy, and the two items are mailed proxy are mailed separately at the applicable
Personalized Mail price, and the proxy, which together at the Lettermail price. prices.
is mailed at the Lettermail price.
al al
Annu ort Proxy Annu Proxy al
Annu rt Proxy
Rep rt
R o
ep Repo
Postage is a combination of the two prices: Lettermail price Personalized Mail price Lettermail price
Personalized Mail (report)
+ Lettermail price (proxy) (Lettermail delivery standards) (Personalized Mail (Lettermail
Total postal price delivery standards) delivery standards)
(Personalized Mail delivery standards)
4 OFFICIAL QUALIFICATION PROCESS
All Personalized Mail items must meet both the content definition and the requirements outlined within the
Personalized Mail Customer Guide - canadapost.ca/cppmguides.
If you are unsure whether your items qualify as Personalized Mail, we encourage you to have your mail items assessed
by contacting our Commercial Service Network (CSN) at 1-866-757-5480. Each item is individually assessed against our
Personalized Mail definition and qualifying items will receive an approval ticket number, valid for 12 months, that can
be added to your Order (Statement of Mailing) to ensure smooth induction.
NOTE: When an item is assessed and determined to be Personalized Mail it is that individual item that is being
approved and not the over-all campaign or marketing initiative.
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