Strategy: Colour Me Canadian

The Canadian dollar’s strength makes marketing by catalog to Canadians a prime expansion opportunity for U.S. catalogers these days. For many, it’s a logical way to grow, provided the prospecting universe is sufficient for the offer. Mailing and distributing merchandise into Canada has become almost seamless thanks to services such as the one offered by Canada Post Borderfree. Here’s what you can expect, and how you can get started test marketing and building a Canadian housefile as part of your overall circulation strategy.