direct marketing best practice 5 common mistakes raewyn sleeman, senior advisor, direct marketing,...

Direct Marketing Best Practice

5 common mistakes

Raewyn Sleeman, Senior Advisor, Direct Marketing, Canada Post

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Direct Mail Perception5

Direct Mail Targeting4

Channel Preference3

Direct Mail Brand2

Direct Mail Offer 1

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Direct Mail Perception5

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Direct Mail Perception5

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Direct Mail Reality5

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Direct Mail Reality5

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Direct Mail Targeting4

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Direct Mail Targeting Perception4

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Direct Mail Targeting Reality4

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4 Direct Mail Targeting Reality

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4 Direct Mail Targeting Reality

www.canadapost.ca/precisiontargeter

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Direct Mail Targeting Reality4

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Channel Preference 3

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3 Channel Preference Perception

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3 Channel Preference Reality

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3 Channel Preference Reality

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3 Channel Preference Reality

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3 Channel Preference Reality

2012 US Channel Preference Survey 

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Source: Direct Mail, Email and Online 2008, Open Mind Research Group Advertising 2008, Open Mind Research Group

3 Channel Preference Reality

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Direct Mail Brand Perception2

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2 Direct Mail Brand Perception

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2 Direct Mail Brand Reality

www.futurenowinc.com/wewetext.htm

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1 Direct Mail Offer Perception

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1 Direct Mail Offer Reality

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1 Direct Mail Offer Reality

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Engage

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Engage

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28http://www.clioawards.com/winners/winners.cfm?medium_id=14

Engage

29Source International Post Corporation – Feb 2009

Engage