New feature from Canada Post personalizes direct mail
Beginning on May 1, Canada Post will begin to offer a free customized postal indicia feature, giving marketers a new method of engaging consumers through mail. Companies employing address validation software might find the option to be a great way to make direct mail campaigns pop within Canadian customers' mailboxes.
According to Canada Post, the enhanced feature allows businesses to personalize their mailings to the organization's specific branding. Companies can design their own indicia, or markings printed onto the mail, and send for approval through Canada Post's website. The indicia will then be printed directly on the mail and deposited for delivery.
The Canadian Official Languages Act requires all postal indicia be bilingual for the convenience of those recipients in French-speaking areas of the country. Canada Post has specific guidelines for businesses to follow when using the customized indicia on their mailings. Each indicia must have the service's name on the first line beneath the Canada Post's logo with the customer number below; the postal code or name of the mail's issuing office is optional. Companies may use other colors of ink besides the preferred black and red, as long as the colors allow the indicia to stand out from the background.