Discontinued home delivery could hurt Canadian direct mail efforts

A proposed plan from Canada Post has not only raised the ire of consumers, but also stands to change the way direct mail marketing efforts are conducted as well. In December, Canada’s postal agency announced that it was abandoning door-to-door deliveries in favor of community mailboxes as a way to combat financial losses, according to an article appearing in Canadian news outlet, Timmins Press. The move would impact many of the country’s larger metro areas, such as Toronto and Montreal. The report states that if door-to-door delivery is abolished, Canada would be the only Group of 7 country to not have mail service conducted by letter carriers.

However, a poll of concerned citizens found that the proposal was largely unpopular considering 60 percent voiced their displeasure, according to a Canadian Union of Postal Workers press release. Additionally, 30 percent of the country’s population has sent correspondence to the government in support of keeping door-to-door delivery. Timmins Press reports that technology such as email has contributed to a decrease in mailed correspondence in the country.

“The public outcry began the moment these cuts were announced by Canada Post and approved by the Conservatives,” Denis Lemelin, national president of the Canadian Union of Postal Workers, said. “Lawn signs are going up all across the country. People are organizing. Municipalities are taking action.”

However, the move could potentially alter the way companies utilize mailed correspondence with consumers in a good way. Abandoning door-to-door delivery and using community mailboxes wouldn’t make direct mail software any less valuable. In fact, it could potentially benefit business that invest in outbound marketing strategies. Companies would now be able to market directly to every postal customer using a common mailbox as opposed to just select individuals.