In 2009 the corporation launched its Registered Partner Program to promote the use of direct mail among printers and other companies. To date, 366 partners have signed on, a mix of of larger printers, lettershops, data shops, and ad agencies, reports Eleanor Rafter, the director of partner program planning and strategy. The program offers a referral program that directs businesses to mail services providers, marketing and selling tools, instruction for handling the mail, and webinars.

Now Canada Post is expanding the program specifically for smaller print shops that also need to handle flyers and direct mail on behalf of small-business clients. It’s all free but to join printers have to watch an introductory video and complete an online tutorial on the basics of offering direct mail. “The strategy is to enable printers to prepare, target and induct mail for small businesses in their area,” says Rafter.

Once in, printers can access all the tools available online, including sales, marketing and tutorials on cleaning data, and can register for a directory of mail suppliers where they can list capabilities and contact information. Coming soon is a dedicated website where registered shops can set up and access customers' numbers.

A direct mail program is currently underway from Canada Post targetting smaller shops. Look for it in the next couple of months.

To find out more: thevalueofmail.com