Meet MaX: A whole new level of DM automation

Medals Won

• 🥈 SILVER – Best Use of Martech
• 🏆 BEST DATA MARKETING AWARD – Special

Campaign Overview

While most marketers gravitate toward email for its speed, cost efficiency, and dynamism, Bell Canada remained reliant on direct mail for its proven performance in driving sales. However, traditional direct mail processes were slow and costly, often requiring 10 to 11 weeks from planning to delivery. Bell needed a revolutionary solution to retain the effectiveness of direct mail while achieving the speed and efficiency of email.

Enter MaX (Mail at Express Speed): a bespoke automation platform designed to produce personalized direct mail at scale, in as little as 48 hours. By treating every element of the direct mail process as a data point, MaX automated decision-making and drastically reduced the manual effort required, delivering unparalleled speed, personalization, and cost savings.

Creative Solution

The MaX platform transformed direct mail production:

• Automation at Scale: Reduced human effort by 75%, automating data preparation, creative development, and print production.
• Data-Driven Personalization: Allowed unlimited variability by integrating dynamic elements—images, copy, offers, legal terms, and calls to action—based on customer data profiles.
• Streamlined Workflow: Converted Bell’s system data into print-ready PDFs, eliminating the need for studio work, production proofs, or vendor delays.
• Efficiency and Speed: Enabled production-ready mail to be sent to Canada Post within 48 hours of setup.

Impact and Results

The MaX platform delivered transformative results:

• Cost Savings: Saved over $1 million in direct mail costs compared to traditional processes.
• Efficiency Gains: Reduced production timelines by 80%, enabling faster campaign launches.
• Performance Lift: Achieved a 96% increase in response rates over traditional direct mail approaches.
• Scalability: Set the stage for future expansion across Bell’s lines of business, promising ongoing cost efficiency and performance improvements.

Why It Worked

Meet MaX successfully blended automation, data insights, and creative flexibility to redefine direct mail for Bell Canada. By combining the speed and agility of email with the proven performance of direct mail, MaX demonstrated the power of innovative technology to revolutionize traditional marketing channels and drive exceptional results.