Canada Post SmartMail
Marketing Direct Mail
We created a DM from conceptualization to completion.
Award Winner
2023 CMA Awards • Bronze • Business Engagement
2023 Strategy Awards • Bronze • B2B Strategy
Outline.
The Canada Post Smartmail Marketing team needed a direct mail piece to help promote their powerful visualization tool that allows users access to advanced direct mail tools.
While under contract at The&Partnership, I was tasked to help create a DM to showcase Smartmail Marketing's new tool.
I put forward the idea of using a fun and cost-effective solution, via a retro viewfinder, to help take the receiver through a journey of what the tool can do.
The concept idea was chosen to go into production, which I helped facilitate.
Disciplines.
- Art direction
- Ideation
- Graphic Design
The ongoing campaign has already achieved a 23% response rate, far exceeding the typical 2%-5%. This has generated a sales pipeline worth over $1M on a $53,000 budget, yielding a 19:1 ROI—much higher than the 5:1 industry standard. Both response rate and ROI are expected to rise further.
