Innovative direct mail marketing: Telus sends customers its critter masks

February 3rd, 2021 | Emily Groch

We’re always looking for innovative marketing, especially efforts that show empathy or respond to consumer needs during the pandemic. Here, we examine one of the ways Canadian telecom provider Telus has responded to COVID-19 and is doing its part to help keep customers safe.


Telus started selling masks with its famous critters on them in June. All proceeds from mask sales are donated to the TELUS Friendly Future Foundation to support COVID-19 relief efforts.


The telco took this one step further in order to show its customers that it cares. This month, it mailed free masks to customers, stating, “Our industry-leading coverage is about to get more personal,” and went on to explain how this time they were providing a different type of coverage that would help keep the recipient safe. They also donated $2 to the Friendly Future Foundation on the customer’s behalf. (Comperemedia clients can check out the full mailer here).

Source: Comperemedia Omni
Source: Comperemedia Omni

What we think

Telus has a history of innovative direct mail, but this was really a stand-out loyalty mailer. There was still an upsell message in the piece (and a dig at a competitor), but its primary aim was to show Telus cares.

Emily Groch

Emily Groch

Emily Groch is Comperemedia’s Director of Insights, Telecommunications, providing omni-channel marketing analysis and competitive insights to telecom providers.