Leveraging Consumer Data to Create One-to-One Campaigns
(5 minute read) Advances in technology have created an abundance of consumer data enabling marketers to create personal connections with their audience. Information is so readily available, that for most organizations it has become the standard for all effective marketing messaging. In today’s marketplace, successful marketing campaigns rely on building relationships through relevant, value-added, consumer experiences. No two consumers are alike; some might have similar preferences, hobbies, and demographics, but [...]
New Canada Post Vision Must Find Right Balance
Earlier this year, the federal government put forth some admirable concepts around Canada Post: A new vision focused on serving Canadians; Concrete actions in five areas that provide a new foundation for renewal; and Priorities for implementing renewal. The government review identified various areas of opportunity and has asked Canada Post to undertake the following measures: Consider the applicability in Canada of best practices and successful innovations in other countries, [...]
The Lettershop Service Provider Evolution
I’ve been lucky to have spent my entire career in the lettershop and mailing part of the communications industry. I’ve seen many changes along the way, from the full implementation of Letter Carrier Presort in the 1980s and the growth in available data and technology for personalization in the 1990s, to Canada Post’s Postal Transformation initiative and the roll-out of machineable mail. I also have lived through Y2K (and survived) [...]
