Royal Bank of Canada | Financial Services
LETTERMAIL HELPED RBC CONNECT WITH A NEW GENERATION
A Modern Marketing Strategy with DIRECT Mail at the Core
When RBC wanted to connect with young Canadians and promote brand awareness around its entrepreneurial initiatives, they needed more than just a digital marketing push. The answer was a powerful direct mail marketing campaign—one that turned a simple piece of lettermail into an exclusive invitation and a share-worthy social moment.
The Challenge: Reaching a New Target Audience
Traditional marketing wasn't cutting it for reaching 18- to 29-year-olds—young entrepreneurs, creatives, and culture leaders who expect experiences, not just ads. RBC needed a fresh marketing strategy to attract these potential customers and cut through the noise.
So, they teamed up with OVO, Drake’s lifestyle brand, to promote the OVO Summit—an immersive event designed for Canada’s next generation of business leaders.
The Role of Direct Mail Marketing Canada
The campaign blended both physical mail and digital marketing, but the centerpiece was a bold move: sending 25,000 targeted lettermail pieces to young adults in the Toronto area.
This wasn’t just any mail advertising—it was an invitation designed to feel premium, exclusive, and desirable. Each piece of mail was black and gold, mimicking the look and feel of a high-end credit card or exclusive membership. It demonstrated the power of smart design print and the ability of direct mail services to elevate brand perception.
The mail list was carefully curated using geo-targeting and age demographics, ensuring the campaign reached only the most relevant target audience.
From Mailbox to Social Media: Turning mailing services into a Digital Moment
The direct mail pieces instantly grabbed attention—not only because of their luxurious design but also because of their cultural relevance. Many recipients shared the invitation on social media, showcasing the mailer as a “badge of honour.”
This is the power of mail marketing campaigns done right. A single piece of physical mail sparked widespread digital engagement, increasing brand awareness and creating a real sense of exclusivity and community.
Why Direct Mail Works for Modern Marketing Campaigns
This campaign proves that direct mail marketing in Canada isn’t just alive—it’s thriving when paired with smart strategy and thoughtful design. In an age of endless emails and digital ads, physical mail offers a tactile, memorable experience that stands out.
Direct mail provides:
Cost effectiveness when targeting specific audiences
Higher response rates than many digital methods
Enhanced brand awareness through shareable promotional materials
A way to connect with people where they live—in their homes and in their hands
Measurable Impact with Postal Services
By leveraging Canada Post and trusted postal services, the campaign ensured timely, reliable delivery to the selected audience. The results?
25,000 geo-targeted lettermail pieces mailed at an optimized mail rate
Increased engagement across Instagram and TikTok
Strengthened brand relevance among young Canadians
High response rate compared to digital-only tactics
Takeaway
In today’s world, successful marketing campaigns don’t rely on digital alone. As this campaign shows, combining digital marketing with strategic print and mail initiatives creates deeper connections and drives better results.
When well-executed, mail advertising doesn’t just deliver—it delivers impact.
CONTACT US TO START YOUR DIRECT MAIL JOURNEY TODAY!
Case Study From: Canada Post Incite Magazine
