Direct Mail
Direct Mail Marketing Services
Choose Torpedo Marketing for Sending Direct Mail in Toronto, in Canada, and Throughout North America.
Whether your direct mail campaign is a 1-to-1 marketing initiative or an Unaddressed Admail campaign, Torpedo has the expertise and experience to get it done on time and on budget with professionalism and accuracy.
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Variable Data Printing (VDP) is a digital printing technology that enables the customization and personalization of printed materials at a granular level. It involves using software and databases to dynamically change text, images, or other elements from one printed piece to another, creating unique versions of a document for individual recipients. VDP allows for the seamless integration of personalized information, such as names, addresses, or specific offers, into printed materials like direct mail postcards, brochures, or invoices. This targeted approach enhances the effectiveness of marketing campaigns by delivering tailored messages to recipients, increasing engagement, response rates, and overall customer satisfaction. VDP is particularly valuable in one-to-one marketing efforts, where personalized communication is essential for building customer relationships and driving meaningful interactions.
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Oversize inserting refers to a process in direct mail marketing where large or bulky inserts are added to envelopes or mail pieces. These inserts are typically larger than standard letter-size documents and may include items such as catalogues, brochures, posters, or product samples. Oversize inserting requires specialized equipment and expertise to handle the larger dimensions and weight of the inserts. It is commonly used to capture recipients' attention, provide detailed product information, or showcase visually impactful marketing materials. By incorporating oversize inserts, businesses can stand out from regular mail and deliver a more comprehensive and visually appealing message to their target audience.
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Intelligent Inserting and Matching is an advanced technology used in direct mail marketing to ensure the accurate and efficient assembly of mail pieces. It involves using automated systems and software to match personalized documents and inserts, ensuring that each recipient receives the correct combination of materials. The technology utilizes cameras or barcode or optical character recognition (OCR) technology to identify and validate each document and its corresponding inserts. Intelligent Inserting and Matching improves accuracy, reduces errors, and allows for precise personalization and customization in direct mail campaigns. It streamlines the assembly process, enhances operational efficiency, and ensures that the right message reaches the right recipient, leading to a higher level of customer satisfaction and campaign effectiveness.
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Polybagging and shrink-wrapping are packaging techniques used in direct mail marketing to protect and enclose mail pieces for mailing. Poly bagging involves using transparent plastic bags (polybags) to encase mail pieces, providing protection from moisture, dust, and damage during transit. Poly bagging is commonly used for catalogues, magazines, brochures, and other printed materials. Shrink-wrapping, on the other hand, involves using a plastic film that is heated and shrunk tightly around the mail pieces, creating a sealed and secure package. Shrink wrapping provides similar benefits to poly bagging, such as protection and durability. Both poly bagging and shrink-wrapping are effective methods to enhance the appearance, security, and overall quality of direct mail pieces, ensuring they arrive in excellent condition to recipients. Torpedo utilizes only recyclable poly and shrink and can provide biodegradable poly as well.
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Ink jetting is a printing technique commonly used in direct mail marketing to personalize and customize mail pieces with variable data. It involves using inkjet printers to apply text, graphics, or images directly onto the surface of the mail piece. Ink jetting allows for dynamic and individualized information to be printed, such as recipient names, addresses, unique codes, or personalized offers. The technique is efficient and flexible, allowing for high-speed printing and quick customization. Ink jetting enables targeted and personalized communication in direct mail campaigns, enhancing engagement and response rates by delivering tailored messages to recipients.
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Folding, scoring, and perfing are finishing techniques commonly used in direct mail marketing to prepare and enhance printed materials. Folding involves precisely creasing the paper to create neat and organized folds, allowing for compact and easy-to-handle mail pieces. Scoring is the process of creating a partial indentation or groove along a paper or cardstock, making it easier to fold accurately without cracking or damaging the material. Perfing, short for perforation, involves creating small, dotted lines or perforated edges on a paper, allowing recipients to tear off specific sections or coupons easily. These techniques ensure that direct mail materials are properly folded, easily opened, and include interactive elements, contributing to the overall functionality and appeal of the mail pieces.
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Tipping is a process used in direct mail marketing to affix additional items or promotional materials onto a mail piece. It involves attaching items such as cards, samples, magnets, or coupons onto the main mail piece using permanent or removable adhesive or glue. Tipping enhances the visual appeal of the mail piece and provides recipients with additional information or incentives. It can help capture attention, encourage interaction, and increase the perceived value of direct mail. Tipping is often strategically used to drive customer engagement, response rates, and overall campaign effectiveness by providing recipients with tangible and engaging elements.
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Clip sealing is a method used in direct mail marketing to securely fasten and seal multiple pieces of mail together. It involves using metal or plastic clips to hold the mail pieces together, creating a cohesive unit. Clip sealing is commonly used when sending multiple documents or items in a single mailing, such as brochures, catalogues, or product samples. The clips ensure that the contents of the mail stay organized and intact during transit. Clip sealing provides a convenient and efficient way to bundle and present multiple items within a direct mail campaign, making it easier for recipients to handle and access the enclosed materials.
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Kitting and manual assembly are processes used in direct mail marketing to create customized packages or bundles of promotional materials and other items. Kitting involves combining multiple products, samples, or marketing materials into a single package. It can include various components such as brochures, flyers, product samples, branded merchandise, or promotional items. Kitting allows for the creation of cohesive and tailored packages that align with specific marketing goals or campaigns. Manual assembly refers to the meticulous hand assembly of direct mail pieces, particularly when the materials require specialized handling or personalization. This can include inserting personalized letters, adding unique elements or attachments, or carefully arranging multiple items within a mailer. Both kitting and manual assembly add a personalized touch and allow for the customized presentation of marketing materials, enhancing the impact and effectiveness of direct mail campaigns.
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Canada and USA mail refer to the specific mailing services offered for direct mail campaigns targeting recipients in Canada and the United States. These services are designed to facilitate the distribution of marketing materials to respective countries. Canada Mail typically refers to mailing services provided by Torpedo through Canada Post, ensuring that mail pieces comply with Canadian postal regulations. USA Mail, on the other hand, refers to mailing services provided by Torpedo through the United States Postal Service (USPS), adhering to the guidelines and requirements for mailing within the United States. These services encompass aspects such as postage rates, delivery timelines, addressing formats, and other considerations specific to each country's postal system. Torpedo utilizes Canada Post and USPS-approved software to process all mail.
Canada Post Smartmail Marketingâ„¢ Solutions
Torpedo offers 3 Canada Post Smartmail Marketingâ„¢ solutions for marketing your business. Whether your selling products or services, all three of these options are ideal mail marketing solutions and should be considered based on your marketing objectives and budget.
Neighbourhood Mail connects you to every home and apartment in specific neighbourhoods or regions across Canada. Items consists of printed and non-printed matter such as product samples. The service provides the delivery of information and/or advertising material. Multiple formats are acceptable.
Some examples are:
catalogues
community newspapers
co-op mailings
flyers
samples
Postal Code Targeting Mail targets a defined postal code area. It helps to identify and reach postal codes that match the profile of your ideal prospects, so you can expand into new markets, target look-alike audiences, reach specific communities and optimize your targeting by suppressing existing audiences to focus on acquisition. This mail is not personalized.
Personalized Mail targets an address and/or individual and is personalized with the recipient’s information. The intent is to motivate an individual to take action by:
promoting a product, service, program or event;
soliciting donations or contributions. Includes thank-you letters soliciting future donations with a tax receipt from registered charitable organizations;
reporting on financial performance, primarily for promotional purposes;
supporting your loyalty card program
Additional Services Based On Canada Post Solutions
Lettermail, previously considered First Class Mail, is used for specific purposes and mostly for low volume marketing mailings, transactional mail, fulfillment and for all other categories that don’t qualify as marketing mail.
Mail items can include:
letters, cards, selfmailers
annual, semi-annual or quarterly reports
receipts or invoice containing financial information
notice of voting for federal, provincial or municipal events
5. Publication Mail
Publication Mail are items that are published and mailed at a regular frequency of at least twice a year and are mailed under a valid Publications Mail Agreement number. Mailable items, in print form, that:
are magazines and newspapers containing news and misc. information,
are newsletters, nonpromotional in nature, containing news or information relevant to a membership, special interest group or association
contain a maximum ratio of 70% advertising to 30% news/editorial (including editorial content sponsored by an advertiser) in no more than 50% of the issues in a 12-month period (enclosures and samples are not included
6. Business Reply Mail
A direct response vehicle used by businesses, publishers, government departments, fundraisers and other organizations to seek responses from recipients (domestic and international). Customers must pay an annual, non-refundable fee and then only pay for items that are returned to them. Mail items can include:
receiving payments
voting
generating sales leads
researching the marketplace
initiating customer service
developing retail trade
identifying customer needs
requesting information
building databases
renewing magazine
subscriptions
raising funds
returning qualified items
Want to advertise in U.S.A.?
7. Direct Mail to the United States
Torpedo Marketing specializes in USPS mail as well. USPS, the equivalent to Canada Post, utilizes services similar to that of Canada Post to advertise and communicate with consumers and businesses. Torpedo provides USPS mail services of various formats and delivers directly into USPS Buffalo NY on a weekly basis. Call today for details on how to mail into the USA.
Direct Mail Best Practices
Follow these best practices to elevate your presence in market.
A perfectly timed, well-written piece that has a clear and relevant message, with a compelling call to action, is priceless. Match your mail piece to your marketing objectives by carefully choosing the best format, look, feel and messaging. Here’s how we suggest you direct your time and energy when planning your direct mail:
Follow the 40/40/20 rule
40% Audience
The right data to find the right people. Before all else, consider who you’re mailing to and what information you’ll need to reach them. A well-defined target profile and/or mailing list is key to success – whether it is your own customer list or a rented list.
Consumer Audience Intelligence
Demographics
Geographics
Life stage and lifestyle
40% Offering
What are you offering and why is it relevant? This is where you consider what action you want someone to take, why they should take action and how you’ll reward them for doing it. There are many ways to present an offer – a promotion or discount, special event, free expert advice, information to solve a problem, etc. If you don’t offer something of value, you’ll be disappointed by the response no matter how good your data and creative. Pre-test your offers, track them and adjust according to results.
Sample Offers
Free information
Donation matching
Client onboarding incentive
Samples
Loyalty points
Discounts, specials, rebates
Exclusive invitation
Free gift
Free trial
Promotional contests
(Don’t forget to include any eligibility requirements, time limitations and other terms and conditions with your offer.)
20% Creative
Design is important. Time to brand your look and feel, which includes creative, message and format. It’s also about how you integrate direct mail with other media – and in what order. Consider paper quality, weight and finish. Add a varnish or coating to enhance the experience. Include inserts like buck slips and cards to make your brand difficult to ignore.
Make it special
Enhancements
Inks
Finishes
Inserts
Interactive
Formats
Coatings
Technology (AR and QR)
Dimensional
Sensory
Rules of Thumb for Direct Mail Design
Include a Strong Call-to-Action (CTA)
Your CTA should encourage a lead or prospect to take advantage of your offer by performing a specific task. Make it easy for the eye to locate – and easy for your customer to perform so you don’t cause frustration. Be clear, leaving no doubt in your customer’s mind what it is that you want them to do.
Avoid Clutter
Too much on the page scatters attention. It makes it difficult to absorb the value proposition and to locate the call to action (CTA). Design for easy skimming.
Use Simple Visuals
Use high-contrast, simple imagery, which the brain can easily process. Bright colours and a big, bold font can make the communication stand out.
Show Faces
Images of people interacting with your product or service can help reinforce your key messages and have a positive effect on the reader.
Action-Oriented Words
Avoid the passive voice and verbs that lack power. Use your copy to focus on selling your offer, rather than your product or service.
Embed tracking
Including embedded tracking mechanisms in your piece will make it easier for you to measure success. You can use a promo code, a marketing URL, QR Code or a unique toll-free number.
P.S.
Adding a P.S. is important. People often skip to the end of a mailing to see what’s in it for them. Reinforce your message and your advantage there.
Direct Mail Formats*
From cards to catalogues, there is a variety of direct mail formats available to use. Each comes with its own set of benefits and pricing considerations, so make your choice according to your objective and budget. Here are your main options (source: Canada Post):
Why Direct Mail?
Did you know?*
92% of Canadians read direct mail.
88% of Canadians will visit a store or website after receiving direct mail.
51% of consumers purchased a product online or in store after receiving direct mail.
39% more time is spent with integrated direct mail and digital campaigns than with digital-only campaigns*.
* Source: Canada Post
Direct Mail FAQs
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Direct mail is a marketing strategy that involves sending physical promotional materials, such as letters, postcards, brochures, or catalogues, directly to individuals or businesses through the mail. It allows businesses to target specific audiences with personalized messages and offers. Direct mail can be used to generate leads, promote products or services, build brand awareness, or drive customer engagement. It offers a tangible and interactive experience, enabling recipients to physically hold and review the marketing material on their own time. While digital marketing has gained prominence, direct mail remains an effective tool for reaching potential customers, particularly when combined with data-driven targeting and personalized content.
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Direct mail marketing can benefit your business in several ways:
Firstly, it allows you to target a specific audience. By using data analysis and segmentation, you can tailor your direct mail campaigns to reach individuals who are most likely to be interested in your products or services. This targeted approach increases the chances of generating leads and driving conversions.
Secondly, direct mail provides a tangible and tactile experience. Unlike digital advertisements that can be easily overlooked or deleted, physical mail grabs attention and creates a lasting impression. The physicality of direct mail allows recipients to engage with your brand on a more personal level, increasing brand recognition and recall.
Thirdly, direct mail allows for personalization. You can customize your mail pieces with the recipient's name, specific offers, or personalized messages, making the communication more relevant and compelling. Personalization helps build customer loyalty and enhances the overall customer experience.
Additionally, direct mail marketing provides measurable results. By using tracking mechanisms like unique coupon codes, personalized URLs, QR codes etc. you can monitor response rates, conversions, and ROI. This data allows you to assess the effectiveness of your campaigns and make informed decisions for future marketing strategies.
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The time required to prepare and complete a mailing campaign can vary depending on several factors. It typically involves several stages, including campaign planning, design, printing, mailing list acquisition or segmentation, production, and mailing. Each stage can take different amounts of time based on the complexity of the campaign and the resources available. Generally, it can take anywhere from a few weeks to a couple of months to complete a direct mail campaign, considering factors such as design revisions, production schedules, quantity and number of versions, and the time required for mail delivery. It is important to allow ample time for each stage to ensure a well-executed and timely campaign.
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Choosing Torpedo Marketing Inc. for your direct mail marketing campaign offers several conveniences that make the process smoother and more effective. Canada Post has identified a handful of companies in Canada as Experts and Torpedo Marketing was chosen as an Expert Partner several years ago.
Firstly, Torpedo Marketing Inc. provides end-to-end services, taking care of all aspects of your campaign. From conceptualization and design to printing, mailing, and tracking; we handle every step, eliminating the need for you to coordinate with multiple vendors. This streamlines the process and saves you valuable time and effort.
Secondly, Torpedo Marketing Inc. specializes in targeted mailing services. We have the expertise and resources to help you identify and reach your desired audience effectively. Through data analysis and segmentation, we can assist in refining your mailing list to target individuals or businesses that are most likely to respond positively to your campaign. This targeted approach increases the chances of generating leads and conversions.
Additionally, Torpedo brings extensive experience to the table. We have a deep understanding of direct mail marketing strategies and best practices. We can provide valuable insights and recommendations to optimize your campaign and achieve the desired results. Our expertise ensures that your direct mail materials are designed to captivate recipients and drive engagement.
Torpedo also provides online marketing services to enhance your direct mail campaigns. Multi-channel marketing can boost response and we know how to combine services to maximize results.
Furthermore, Torpedo Marketing offers tracking and analytics capabilities. We employ advanced technologies to track the delivery and response rates of your mailings. This allows you to measure the effectiveness of your campaign, make data-driven decisions, and refine your future marketing strategies.
Working with us simplifies the direct mail marketing process and maximizes your chances of success. As Torpedo Marketing, we do help you hit your targets!
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Torpedo Marketing Inc. offers a range of direct mail marketing services to support your campaign:
1. Design and Creative Services: We have a team of skilled designers who can create visually appealing and impactful direct mail materials. From eye-catching postcards to informative brochures, our creative services ensure that your marketing collateral stands out.
2. Printing and Production: Torpedo handles the printing and production of your direct mail materials. We use high-quality printing techniques and materials to ensure professional results. Whether you need digital printing, offset printing, or variable data printing, we can accommodate your specific requirements. We also have an 18,000-square-foot production facility with various capabilities based on the format you want to send.
3. Mailing List Services: We provide mailing list acquisition and segmentation services. By leveraging our database resources and expertise, we can help you target the right audience for your campaign. We assist in refining and segmenting your mailing list based on demographics, geographic location, or other relevant criteria.
4. Personalization and Variable Data Printing: Torpedo Marketing enables personalization in your direct mail campaigns. We can incorporate variable data printing, allowing you to customize each mail piece with individual recipient names, personalized offers, or other tailored content. Personalization enhances engagement and response rates.
5. Fulfillment and Delivery: We handle the fulfillment and delivery of your direct mail materials. This includes sorting, packaging, and preparing the mailings, and identifying when postage savings are available. We ensure that your mailings are efficiently processed and delivered to Canada Post for timely distribution.
6. Tracking and Analytics: Torpedo Marketing offers tracking and analytic capabilities. We can provide data on mail delivery, response rates, and other key metrics. This information helps you measure the effectiveness of your campaign and make informed decisions for future strategies.
By offering these comprehensive direct mail marketing services, Torpedo Marketing Inc. aims to provide a seamless and effective solution for your marketing needs.
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Torpedo Marketing Inc. offers various types of mailing services to cater to different marketing needs:
1. Neighbourhood Mail: This mailing option allows you to target specific geographic areas or neighbourhoods with your direct mail campaign. It is an effective way to reach a local audience and generate leads within a defined region.
2. Postal Code Targeting Mail: With this mailing service, you can target specific postal code areas or regions. It enables you to refine your audience based on geographic criteria and focus your direct mail efforts on areas that are most relevant to your business or marketing goals and includes demographic and psychographic overlays.
3. Personalized Mail: Torpedo Marketing Inc. specializes in personalized mail services. We can incorporate variable data printing to personalize each mail piece with individual recipient names, customized offers, or tailored messaging. Personalization enhances engagement and response rates, making your direct mail campaign more effective.
4. Letter Mail: Torpedo can handle letter mail services, allowing you to send personalized letters to your target audience. This format is particularly suitable for more non-marketing communications, invoices, statements, and other corporate communications.
5. Publication Mail: If you have newsletters, catalogues, or magazines that you want to distribute through direct mail, Torpedo Marketing Inc. can assist with publication mail services. We can ensure that your publications meet the requirements set by Canada Post for this type of mailing.
6. Business Reply Mail: Torpedo provides business reply mail services, enabling you to include pre-paid response envelopes or postcards in your direct mailings. This encourages recipients to respond easily and cost-effectively, boosting the overall response rates and facilitating customer interactions.
7. US Mail: Torpedo is a specialist in US mail as well and delivers directly to USPS Buffalo NY weekly. Ask us about marketing in the US and the options for marketing or EDDM (Every Door Direct Mail) mail.
By offering these diverse mailing services, Torpedo Marketing Inc. aims to provide flexibility and tailored solutions to meet the specific needs of your direct mail marketing campaign.
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Torpedo Marketing Inc. offers a variety of direct mail formats to suit different marketing objectives and preferences:
1. Cards: We can assist in designing and printing postcards or other card-based mailers. Postcards are a popular format for direct mail due to their cost-effectiveness, simplicity, and ability to convey a concise message.
2. Outer Envelope & Letter: Torpedo can help you create direct mail campaigns that involve an outer envelope enclosing a personalized letter. This format is suitable for more personalized and formal communications, allowing you to include detailed information and a compelling call to action.
3. Catalogues: If you have a product catalogue or brochure that you want to distribute through direct mail, Torpedo Marketing can handle the production and mailing of catalogues. We can ensure that your catalogues are professionally printed and delivered to your target audience.
4. Self-Mailer: We can also assist with self-mailer formats, where the mail piece itself serves as both the envelope and the content. Self-mailers can be folded or tabbed to create a sealed mailer, providing a compact and engaging format for your direct mail campaigns.
5. Special Formats: We understand the importance of standing out in a crowded mailbox. We can help you explore and execute special formats, such as dimensional mailers, pop-up mailers, or other creative formats that capture attention and drive engagement.
By offering these diverse direct mail formats, Torpedo Marketing Inc. aims to provide flexibility and options to align with your marketing goals, target audience, and budget.
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The best direct mail marketing strategy for your company goals depends on various factors such as your target audience, budget, and desired outcomes. A recommended approach is to combine targeted mailing lists with personalized content and compelling offers. By identifying and segmenting your audience, tailoring the messaging to their needs, and providing a clear call to action, you can maximize response rates and conversions. Additionally, tracking and analyzing campaign data will enable you to refine your strategy over time. Experimenting with different formats, testing, and optimizing based on results will help determine the most effective direct mail marketing strategy for your company.
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To obtain better direct mail postage rates, the minimum quantity requirement varies depending on the specific mailing category and service used. Here are some general guidelines:
1. Neighbourhood Mail: To qualify for Neighbourhood Mail rates, you typically need to mail a minimum of 1,000 pieces within a defined geographic area or postal code. However, the exact minimum quantity may vary based on the specifics of your mailing campaign.
2. Personalized Mail: For Personalized Mail rates, Canada Post requires a minimum of 1,000 addressed pieces if Special Handling and 100 addressed pieces if machinable. This category includes mailings that incorporate variable data printing, allowing for the personalization of each mail piece.
3. Letter Mail: this is a standard postal service for sending letters and small documents. There is no specific minimum quantity requirement for Letter mail, as it is designed for individual correspondence and smaller mailings.
It's important to note that these are general guidelines, and the minimum quantities may vary based on specific criteria, postal codes, and current Canada Post guidelines. It is recommended to consult with Torpedo Marketing Inc. for accurate and up-to-date information regarding minimum quantities and applicable rates for your specific direct mail campaign.
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Yes, Torpedo Marketing Inc. provides printing services as part of our comprehensive direct mail marketing solutions. We can handle the printing of various materials for your direct mail campaign, such as postcards, brochures, catalogues, letters, and more. Whether you require digital printing, offset printing, or variable data printing, we have the equipment, expertise and resources to meet your printing needs. We ensure high-quality printing results to showcase your brand and messaging effectively. By offering printing services in-house, Torpedo streamlines the process and provides a convenient one-stop solution for your direct mail marketing needs.
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Yes, Torpedo Marketing Inc. will supply paper and envelopes as part of our direct mail marketing services. We understand the importance of using high-quality materials to create a professional and impactful impression with your direct mail campaigns. Whether you need specific types of paper for brochures or catalogues or envelopes for mailing letters or self-mailers, Torpedo can provide suitable options based on your requirements ensuring they are compliant with Canada Post’s mailing guidelines. We can help you select the right paper stock and envelope styles that align with your brand image and campaign goals. By offering environmentally sourced paper and envelopes, Torpedo ensures a seamless and convenient experience for you.
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Yes, Torpedo Marketing Inc. can handle mailings outside of Canada as part of its direct mail marketing services. We have the capability to coordinate and execute mailings in the US on behalf of our clients, as well as Internationally. We can assist with various aspects of your US direct mail campaigns, including mailing list acquisition, design and printing, fulfillment, and delivery to USPS, as well as counsel on USPS rules and requirements. Torpedo is also able to provide the best solutions for international distribution, considering time and cost.
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For first time customers, Torpedo requires COD payment until terms are established. Upon completion of a credit check, Torpedo offers terms of 30 days. Note, no terms are offered for postage so Torpedo can help clients set up accounts directly with Canada Post or pay on the clients behalf after payment is received.
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There are several factors that may influence the results of a campaign, namely:
1. List: It is key that your mailing is going to the right individuals that resonate with the offer or communication.
2. Creative: Your creative and copy should be clear, concise, professional and compelling.
3. Offer/CTA: It is important to have a compelling offer with a strong call to action.
