In a move that likely pleased direct mail marketers across the country, Canada Post is mailing more than 900,000 letters to Canadians asking them to removed the “no flyer” signs on their mailboxes.
The crown corporation is paid to distribute flyers and other unaddressed materials (part of its Unaddressed Admail service), which last year accounted for 7% of its revenue, adding up to $400 million.
The special letter points out that flyers, catalogues, community notices and product samples can “save you money and keep you connected with your local community.”
Anick Losier, spokesperson for Canada Post, said unaddressed mail is not simply junk mail, but rather an important way for merchants to promote their shops and support their local communities.
“A small business owner doesn’t have the funds to do an ad in the Toronto Star,” Losier said. “You can actually really target your market without a lot of income this way. It’s much more targeted… We want people to know that it’s not just ad mail. It’s also charity incentives, municipal notices and product samples. If you want back in, this is an easy way to do it.”
Putting a “no flyers” sign on a mailbox adds that address to Canada Posts’ Consumers’ Choice program registry, an initiative launched in 1997 that allows consumers to opt-out of unaddressed mail distribution. A postage-paid mail card that comes with the special letter allows homeowners to put their addresses back on the Unaddressed Admail delivery roster.
According to Canada Post, 400 letter recipients have opted to start receiving unaddressed ad mail again so far.
Canada Post’s bid to end “No Flyers”
Dear Occupant,
I am writing with important news about Canada Post mail delivery service to your address.Your address is part of Canada Post’s Consumers’ Choice database as a result of having a “no flyer” notice on your mailbox. This means you are currently not receiving unaddressed mail delivered by Canada Post that your neighbours are receiving. This includes mail that can save you money and keep you connected with your local community:
• coupons and savings offersfrom local businesses
• cataloguesfrom local and nationalretailers
• fundraising appealsfrom local and national charities
• municipal and community notices
• product samplesWe would like to make it easy for you to receive this important mail that includes information and offers that could benefit you and your family.
• Simply mail the enclosed postage paid card; and
• IMPORTANT: remove the notice from your mailbox.We will resume delivery of your unaddressed mail within a few weeks.
Please note that the card, letter and envelope used for this mailing are all printed on sustainable papers and can all be recycled – as is the case with most unaddressed mail.
Thank you for your consideration.
