1. Direct Marketing Best Practice 5 common mistakes Raewyn Sleeman, Senior Advisor, Direct Marketing, Canada Post

2. 2 Direct Mail Perception 5 Direct Mail Targeting 4 Channel Preference 3 Direct Mail Brand 2 Direct Mail Offer 1

3. 3 Direct Mail Perception 5

4. 4 5

5. 5 Direct Mail Reality 5

6. 6 5

7. 7 Direct Mail Targeting 4

8. 8 Direct Mail Targeting Perception 4

9. 9 Direct Mail Targeting Reality 4

10. 10 4 Direct Mail Targeting Reality

11. 11 4 Direct Mail Targeting Reality www.canadapost.ca/precisiontargeter

12. 12 Direct Mail Targeting Reality 4

13. 13 Channel Preference 3

14. 14 3 Channel Preference Perception

15. 15 3 Channel Preference Reality

16. 16 3 Channel Preference Reality

17. 17 3 Channel Preference Reality

18. 18 3 Channel Preference Reality 2012 US Channel Preference Survey

19. 19 Source: Direct Mail, Email and Online 2008, Open Mind Research Group Advertising 2008, Open Mind Research Group 3 Channel Preference Reality

20. 20 Direct Mail Brand Perception 2

21. 21 2 Direct Mail Brand Perception

22. 22 2 Direct Mail Brand Reality www.futurenowinc.com/wewetext.htm

23. 23 1 Direct Mail Offer Perception

24. 24 1 Direct Mail Offer Reality

25. 25 1 Direct Mail Offer Reality

26. 26 Engage http://www.caples.org/hyperventilation-bag

27. 27 Engage http://www.caples.org/goalsaver

28. 28 http://www.clioawards.com/winners/winners.cfm?medium_id=14 Engage

29. 29 Source International Post Corporation – Feb 2009 Engage