Build brand loyalty among customers with Personalized Mail

Let’s face it, your world is more competitive than ever.

Among your marketing challenges, cutting through the noise and connecting with customers is crucial. But the challenge isn’t just attracting new customers; it’s building loyalty among your existing ones. Canada Post Personalized Mail^TM does just that.

Let’s explore 7 ways you can use Personalized Mail^TM to win hearts and build a loyal following that keeps customers choosing you (over your competitors) again and again.

1. Strengthen customer bonds

Digital media has its place. But so does direct mail. While digital channels excel at reach and immediacy, direct mail offers a personalized, tactile experience that resonates with consumers in their homes where important decisions are made.

Unlike digital, which is often hampered by ad blockers, email unsubscribes, privacy settings and the end of third-party cookies, direct mail makes meaningful connections by providing a physical touchpoint that strengthens customer relationships. When you personalize that mail, the bonds only strengthen.

For ecommerce brands, especially, direct mail provides a physical connection with customers creating stronger brand recall.

In a digital world, the tangible nature of direct mail creates a memorable experience that resonates with customers, reminding them of your brand and reinforcing why they like you in a way that that digital channels often struggle to achieve.

2. Make customers feel valued

Generic marketing blasts can make customers feel like just another number. Personalization changes that. By sending tailored, personalized marketing content directly to their homes you make deeper connections. Referencing their individual purchase history, browsing behaviour or expressed interests, you demonstrate that you see them as individuals.

Think of a clothing retailer sending personalized recommendations based on past purchases, a bookstore suggesting new releases based on a customer’s favourite genres or a gym targeting workouts that meet your goals. This level of personalization fosters a sense of appreciation and strengthens their connection to your brand.¹

3. Build a sense of community

Personalized Mail can be used to create exclusive experiences for your most loyal customers. Consider offering early access to sales, invitations to VIP events, birthday discounts or even small, thoughtful gifts. These gestures make customers feel like they’re part of a special community, strengthening their bond with your brand and encouraging continued engagement.

4. Reinforce positive brand perception

Think of direct mail as a premium channel that reflects the quality of your brand. That perception can be reinforced a number of ways: High-quality paper stock, professional printing, a well-designed layout and a personalized approach communicate that you value your customers and invest in their experience.

In a digital world saturated with fleeting emails and online ads, a physical piece of Personalized Mail stands out. The tangible nature of mail creates a more tactile and memorable experience.²

5. Encourage repeat business

Personalized Mail provides a direct channel for offering tailored incentives, reminders and rewards that drive repeat purchases. This could include exclusive in-store or online discounts (you can send people anywhere with direct mail), loyalty program bonuses or personalized recommendations based on past purchases. Remind customers to renew a subscription or make that annual donation.

By rewarding their loyalty, you encourage customers to continue choosing you over competitors and maximize the lifetime value of your customer base.³

6. Create word-of-mouth buzz

A truly personalized and well-executed mail piece can create a wow factor that customers will want to share. This could be a unique design, a personalized gift or a particularly compelling offer. Encouraging customers to share their positive experience generates valuable word-of-mouth marketing and indirectly builds loyalty within their households and among colleagues.⁴

7. Reactivate lapsed customers

Win back lapsed customers with Personalized Mail that acknowledges their past relationship with your brand. Instead of a generic “we miss you” messages, offer a personalized incentive based on their previous purchases or interests. Identify your lapsed or at-risk customers and target this segment with Personalized Mail. Demonstrate how much you value their business and loyalty.

Did you know it costs 5 times more to attract a new customer than to retain an existing one? That makes loyal customers invaluable. Personalized Mail fosters loyalty by delivering a tangible brand experience that cuts through the digital clutter, strengthening connections and encouraging repeat business.

• ¹ SMM Thought Leadership Results, Canada Post, 2023.
• ² SMM Thought Leadership: Understanding the impact of direct mail in Canadian homes, Canada Post, February 2023.
• ³ The State of Direct Mail Consumer Insights 2024, Lob and Comperemedia, 2024.
• ⁴ SMM Thought Leadership: Understanding the impact of direct mail in Canadian homes, Canada Post, February 2023.