Stop searching, start connecting with Postal Code Targeting

You know almost everything about your perfect customer. What makes them tick. What gets them excited. What matters most to them. The only thing you don’t know is how to find more of them.

Canada Post’s Postal Code Targeting (PCT) helps you do just that. To understand the possibilities of this powerful direct mail solution, here are answers to 5 key questions about PCT:

What exactly is Postal Code Targeting?

With so many effective direct mail choices, it can seem overwhelming. Finding your perfect solution, however, is as simple as knowing what you want to accomplish.

Want to cover a big area? That’s Canada Post Neighbourhood Mail^TM. Want to speak to your existing customers? That’s Canada Post Personalized Mail^TM.

But what if you’re struggling to find loyal customers who haven’t found you yet? That’s PCT.

PCT is a direct mail solution that helps you connect with Canadians most likely to fall in love with your business.

How does it do that? PCT pinpoints your ideal customers by reaching specific lifestyle cohorts within chosen geographic areas. This allows you to connect with potential customers based on their demographics, behaviours and expressed interests — even before they interact with your business. With PCT, you can fine-tune your targeting to avoid sending mail to people who probably won’t be interested.

What do you mean by “lifestyle cohorts”?

Picture your best customer. Got them in mind? We help you find more of them.

PCT’s power comes from its ability to use geography, demographics, behaviours and expressed interests to find look-alike audiences. That means you can target by household size, family structure, life stage, pet ownership and/or recent mover status. It’s an incredible solution to help you discover booklovers or backpackers, marathon runners or movie watchers, comic book collectors or sweater crocheters — and more.

Even better — Canada Post provides a detailed list of those attributes. All you need to do is choose.

If you know who you’re looking for, PCT can help you identify them.

How does PCT impact my marketing budget?

We get that the pressure is on. Competition is everywhere. Budgets are tight. Expectations for your marketing are sky high.

PCT provides a level of unmatched precision that ensures your message reaches the right audience. This not only optimizes your marketing budget but also enhances customer experience by landing relevant messages in their homes.

Maybe that’s why 8 in 10 marketers say direct mail delivers the highest ROI and conversion rates among any channel they use – a trend that has strengthened over the past 3 years.¹

Think of PCT as an investment in the composition of your audience – reaching a smaller group of higher-potential customers – rather than simply maximizing the coverage of your message. This targeted approach can be particularly valuable when combined with a digital cohort.

What does digital have to do with PCT?

Digital 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. And, by integrating digital data, we can amplify that resonance even further.

Unlike digital advertising, which is often hampered by ad blockers, unsubscribes, privacy settings and the end of third-party cookies, direct mail provides a tangible alternative that 1 in 3 Canadians say they believe and trust more than email, social media and online ads.² PCT leverages this trust by using digital insights to identify look-alike audiences and extend your reach to households most likely to be receptive to your message.

Think of it as retargeting, reimagined.

Maybe that’s why 6 in 10 marketers are integrating direct mail into their email (68%), paid social (63%), and SMS (54%) campaigns.³ They know direct mail provides a tangible touchpoint that deepens engagement and builds trust with their audience.

But isn’t direct mail yesterday’s marketing tool?

Quite the contrary. In today’s hyper-digital world, where screens scream for our attention, a tangible piece of marketing offers a welcome, memorable respite for Canadians of all ages. It’s a moment of connection, a personalized touch that cuts through the digital noise.

Direct mail gets noticed by every generation as 6 in 10 Canadians flip through their mail and glance at each piece to determine if it is relevant and worth reading. Further, more than 1 in 4 say they read or open every piece of mail and rarely discard without reading.⁴

Smart marketers are noticing those numbers, and how PCT makes direct mail even smarter.

Know how we know? In 2024, 8 in 10 marketers increased their direct mail spend.⁵ They know that direct mail isn’t about yesterday; it’s about Investing in targeting solutions that deliver value today and build a stronger business for tomorrow.

 
Sources:

• 1,3,5. The State of Direct Mail Consumer Insights 2024, Lob and Comperemedia, 2024.
• 2,4. SMM Thought Leadership: Understanding the impact of direct mail in Canadian homes, Canada Post, February 2023.