At a glance
- Qualinet used Canada Post Smartmail Marketing™ to stay top of mind in moments when customers urgently need disaster clean‑up services.
- By adding targeted direct mail to its media mix, the company reached homes and businesses with tangible, memorable pieces tied to its 666‑6666 number.
- The approach generated measurable results, including stronger sales, more calls and more online traffic, making direct mail a key driver of sustained growth across Quebec.
Qualinet prides itself on being there for Quebecers facing unforeseen disasters.
What began as a small family cleaning business in 1994 grew quickly under President Éric Pichette. Today, with 24 branches across Quebec and a workforce reaching 1,200 in peak seasons, the company is an undisputed leader in disaster clean-up and restoration services. Whether it’s water damage, fire, vandalism or contamination, one promise is clear: “When it happens, we arrive.”
But for a service where every second counts, a critical question persists: How can Qualinet ensure it is the first name people think of when disaster strikes?
The answer, uniquely, lies in direct mail.
Make sure you’re the first name that comes to mind when it matters most.
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How direct mail keeps Qualinet top of mind during disasters
In the disaster recovery business, staying top of mind is non-negotiable.
Traditionally, Qualinet maintained a strong presence across legacy mass media, investing significantly in TV, radio and outdoor signage. These channels provided broad visibility, but Pichette also recognized their limitations.
A 30-second TV spot, after all, only lasts 30 seconds.
“Marketing disaster recovery isn’t like advertising a retail product. Customers don’t browse for clean-up services in advance. The need is sudden and urgent,” Pichette said.
“We needed a more efficient and impactful way to get closer to customers, to get directly into their homes and businesses, and stay there, ready for that critical moment.”
How targeted direct mail helps Qualinet reach the right customers
As Qualinet’s media mix evolved, Pichette looked for ways to get physically closer to potential customers. He turned to Canada Post to explore how direct mail could do that.
A conversation with his Canada Post representative highlighted how direct mail’s physical presence keeps brands in front of customers longer, as well as how advanced tools like Canada Post’s Precision Targeter™ can pinpoint exactly who receives it.
Seeing the strategic fit, Qualinet added direct mail to its existing mix (email, paid digital, social, display, television and radio), aiming to drive stronger sales and marketing results.
When a new branch opened in Montréal’s South Shore and the response was slower than expected, Qualinet got its first real chance to test this new approach. Pichette decided to use direct mail to target only those most likely to need the company’s growing suite of services.
“It was the perfect time to use the power of direct mail and its easy targeting capabilities to broaden my traditional media mix.”
To raise the branch’s profile among corporate customers, Qualinet created branded notepads featuring its memorable 666-6666 phone number. Using Precision Targeter, the notepads were sent to businesses within specific postal codes around the South Shore market.
The results were immediate. In just one week, the campaign generated $1 million for Qualinet.
“Each page of that notepad is an ad that circulates throughout a customer’s business. They see us. They think of us,” said Pichette, who was so encouraged by the success that he replicated the approach across Quebec.
For residential customers, the company introduced another memorable piece – a yellow plastic duck magnet attached to a postcard delivered to homes in their target market. Stuck to fridge doors across the province, it kept Qualinet’s number in sight.
Direct mail results: Targeted campaigns deliver substantial growth
Since that first South Shore campaign, direct mail has played a crucial strategic role in Qualinet’s marketing stack.
Over the past few years, the company has sent millions of pieces of targeted advertising mail using Canada Post Neighbourhood Mail™. Each piece features the company’s phone number and website.
The impact continues to be measurable and impressive:
more sales from a targeted mailing
more calls
more online visits
Unlike most media, direct mail continues to operate long after a campaign ends. Its long lifespan in customers’ hands means pieces generate revenue months, even years, after they land in a customer’s hands. When delivered to a business or home, direct mail is often seen by many people at that same address, ensuring multiple impressions.
“In our line of business, it’s all about reactiveness,” Pichette said. “That’s why I love direct mail.”
How Canada Post Smartmail Marketing supports rapid disaster-response campaigns
With Canada Post Smartmail Marketing solutions and extensive network, Qualinet is confident it will reach exactly the right audience at exactly the right time.
“Direct mail has become one of my most valuable marketing tools,” Pichette said. “It keeps us in front of the people who need us most. When they need help, they call us first. I would never cut direct mail from my marketing strategy.”
Looking ahead, Qualinet plans to keep innovating with new formats, refined targeting and rapid-response campaigns that can be deployed in days.
For instance, Pichette keeps a variety of direct mail pieces printed and on hand. When disaster strikes in a specific area, he simply defines the target postal codes so a mailing can be in the hands of his audience almost instantly.
“In this business, you can’t predict when disaster will strike,” he said. “But with Canada Post, I know we’ll be ready to reach the right people, at the right moment, every time.”
Key takeaways
- Direct mail gives Qualinet longer-lasting visibility than broadcast media.
- Precision Targeter ensures every piece reaches the right audience.
- Direct mail campaigns produced immediate revenue and sustained growth.
- Qualinet now relies on rapid-response mailings during disaster events.
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