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Major Mailers Association October 4, 2012

Major Mailers Association October 4, 2012. Gary Reblin Vice President Domestic Products U.S. Postal Service. USPS Product Performance. 8.6%. 8.1%. $10.4B. $2.5B. First Class Mail. Marketing Mail. Total. Shipping Services. International. -0.8%. $26.7B. $16.8B. -3.6%. -3.9%.

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Major Mailers Association October 4, 2012

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  1. Major Mailers AssociationOctober 4, 2012 Gary Reblin Vice President Domestic Products U.S. Postal Service

  2. USPS Product Performance 8.6% 8.1% $10.4B $2.5B First Class Mail Marketing Mail Total Shipping Services International -0.8% $26.7B $16.8B -3.6% -3.9% FY12 August YTD Revenue–Variation to SPLY (%) Notes: International Mail includes all In/Outbound Mail and International Ancillary/Special Services. Some First-Class Mail and Marketing products have been included under Shipping Services on this chart. 2

  3. First-Class Mail Volume Trends of Single-Piece and Presort are IMPROVING!

  4. Transaction Mail Statements = less than half the rate of decline compared with bill payments! • 75% of consumers request bills and statements in print • First-Class Transaction Mail 95% open rate

  5. Saturation and Simplified Flats +$108M Incremental Revenue so far in FY’12…

  6. Lightweight Shipping +$354M Incremental Revenue so far in FY’12

  7. Digital Diversion Mobile Explosion Small Business Ecommerce Growth

  8. Source: USPS 2011-2012 Mail Moment Survey

  9. The Media Explosion! social media e-mail • People are bombarded with media messages and ads! • Avg. person is exposed to 2,904 media messages, pays attention to 52, and remembers 4* • Avg. household gets 2 pieces of Direct Mail vs. 157 emails daily mobile texts radio television web

  10. Mail breaks through the clutter!

  11. Mailing & Shipping Strategies Shape the Future Shipping Services First-Class Mail Marketing Mail • Slow diversion by differentiating hard copy from digital • Embrace new opportunities from digital and social media • Develop solutions for growing ecommerce market • Simplify using marketing mail • Promote emerging technologies 11

  12. 2nd Ounce Free! Permanent price change Strengthen customer relations Advertise brand Sell additional services Turn mail from costto profit center Building New Value 12

  13. Commercial Single-Piece Rate Establish rate for commercial Single-Piece non-automation letters up to 2 ounces Responds to feedback from First-Class Mail customers on 2nd Ounce Free Designed to simplify preparation for residual First-Class Mail letters Under consideration for January 2013 13

  14. Digital-to-print apps Apple Card mobile app (iPhone, iPad) SendOut Cards5M pieces Facebook Picture Permit Imprint Indicia Prime “real estate” Advertise, build brand Product live June 24 Hallmark Alternate Postage pilot Payment triggered w/IMb scan Harnessing Digital/Social FIRST-CLASS MAIL PRESORTED US POSTAGE PAID City, State, Zip Code Permit No. 1234 14

  15. Creating Opportunity & Excitement New Technology

  16. Mobility Trends In the US: 8.2% Internet traffic driven by non-computer devices 25% web users are mobile only More smartphones purchased than PCs in 2011 US mobile internet users will grow at a rate of 16.6% between 2010 and 2015 Mobile Desktop Sources: On Device Research via MobiThinking, comScore Device Essentials Dec 2011 and IDC Worldwide New Media Market Model, MobileFuture 16

  17. Mobility Trends Devices are rapidly shrinking in size while the number of mobile connections per person rises dramatically 2003 6.3B people 500M connected devices 0.08 devices per person 2010 6.8B people 12.5B connected devices 1.84 devices per person 2015 7.2B people 25B connected devices 3.47 devices per person 2020 7.6B people 50B connected devices 6.58 devices per person Devices have gone from “movable” to “mobile” to “pocketable” Source: Cisco, DigiTimes

  18. U.S. Market ‘Mobilizing’ 45% use mobile marketing 70% say mobile budgets will increase Most popular applications: Quick response codes (79%) Mobile websites (70%) Mobile applications (55%) Survey 800 Executives StrongMail April 2012

  19. Mobile Barcodes Opens web page when scanned by mobile device equipped with reader application: Open-sourced barcodes (QR Code®, Datamatrix) Proprietary barcode or tag (SnapTags, MS Tags) Image embedded with a digital watermark Image utilizing intelligent print recognition

  20. NFC Near Field Communications (NFC) enabled devices (smartphones) Mailers encode “tags” or “chips” to deliver information Tap mailpiece to download coupons Use mailpiece in to activate personalized offers Track responses 2011 1% devices enabled 2012 10-15% devices enabled

  21. Authentication Mobile phones can serve as a method of authentication by confirming something you: Choosing the right level of authentication depends on… • Population • Cost/Benefit • Security • Support • Publicity • Privacy/Policy Level of Security

  22. Creating Opportunity & Excitement • New Promotions • New Products • New Pricing

  23. USPS Strategy Marketers Business Gov. Drive Innovation Accelerate best practices Drive long-term product value • Relevance • Effectiveness/Response • Engagement Consumers Residents Drive awareness and engagement Embrace technology, encourage mail integration

  24. Mobile-on-Mail campaigns requires a call-to-action, specific technologies to capture it, and a value added result Mobile-on-Mail LearnInstructions, Reviews, Information, Augmented Reality Dial Phone Number, Star-Star Dial Feature Phone Dialer, SMS ContactCustomer Service, Confirm Receipt of Mail Smart Phone/ Tablet Camera, Applications (3rd Party, Retailer or USPS) Text Short Code PlaySweepstakes, Games Pay Purchase, Bill Pay, Donation, Postage Scan QR Code, SnapTag, Watermark SaveCoupon, Loyalty Card Next Gen Device NFC Chip, In2Pay iCAISSE AuthenticateSignature, Account Login Tap NFC ShareSocial Media, Blogs, Email, Pinterest

  25. Short-term promotion Nov. 7-21, 2012 • Build mobile-on-mail connection during holiday shopping season • Lead to Black Friday, Small Business Saturday, Cyber Monday • Two opportunities to save: • 2% discount on First-Class and Standard Mail with mobile barcode enabling mobile shopping • Retailers using Priority Mail to deliver merchandise may receive additional 1% discount on mail (not parcels) US Mobile Commerce sales will grow 98.6% over 2011 to reach $20.85B Internet Retailer Sept ‘12

  26. 2013 Promotions Calendar* • MARCH-APRIL • Mobile Coupons -Local & national retailers & businesses • Click-to-Call • -Insurance, Financial • AUGUST-SEPTEMBER • Emerging Technologies • -Retailers, e-tailers & catalogers • Product Samples • -CPGs, Retailers • Picture Permit • -Existing customers APRIL-JUNE Earned Value Reply Mail -Financials, Catalogers, Publishers • NOVEMBER-DECEMBER • Mobile Buy-It-Now • - Retailers, e-tailers & catalogers *PRC approval pending

  27. Mobile Coupon: Mail contains mobile technology that delivers a coupon redeemable in-store or online when scanned Click-to-call: Mail links directly to a mobile optimized website with a “click to call” or brings up a phone number automatically in the users phone Registration Period: Jan. 15 - April 30, 2013 Program Period: March 1 - April 30, 2013 Discount: Upfront 2 % postage *PRC approval pending (all dates subject to change)

  28. Mailers earn credit for BRM and CRM counted during normal mail processing Registered permits and Mailer IDs required Credit applied post-promotion to Permit Imprint account for future mailing Registration Period: Jan. 1, 2013 - March 31, 2013 Program Period: April 1 - June 30, 2013 Credit Amount: $0.02 per mailpiece scanned *PRC approval pending (all dates subject to change)

  29. Near-Field Communication: Mail contains NFC smart tag or RFID chip enabling info transmission to mobile device Augmented Reality: Mail facilitates a user experience combining virtual & real time interactive, registered in 3-D Identification Component: Mail enables user to complete identity/authentication process Registration Begins: June 1, 2013 Program Period: Aug. 1 – Sept. 30, 2013 Discount Amount: 2% of eligible postage *PRC approval pending (all dates subject to change)

  30. Mail contains customized permit indicia area with company logos, trademarks or brands (color images only) Pre-testing and design approval required Registration Begins: June 1, 2013 Program Period: Aug. 1 – Sept. 30, 2013 Discount Amount: Per piece fee waived *PRC approval pending (all dates subject to change)

  31. Standard Mail® regular and Nonprofit marketing parcels containing product samples Trial size product (or other item) to incite recipients to purchase a product/service, form a belief/opinion, or take an action Registration Begins: June 1, 2013 Program Period: Aug. 1 – Sept. 30, 2013 Discount Amount: 5% off eligible postage *PRC approval pending, promotion will include new Product Samples offering available Jan. 2013 (all dates subject to change)

  32. Mobile barcode or similar print technology takes consumer to mobile optimized site for product purchase Tangible items that can be shipped via USPS products (delivery by the USPS not required). Registration Begins: September 15, 2013 Program Period: Nov. 1 – Dec. 31, 2013 Discount Amount: 2% off total postage *PRC approval pending (all dates subject to change)

  33. “The USPS seems to have changed the way merchants look at QR codes as a part of their marketing campaigns.” MultiChannel Merchant, Outlook 2012-13: Ecommerce

  34. Thank you!

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