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Direct Mail

Direct Mail. The Crucial Role of Direct Mail in Effective Cross Channel Marketing. Presented by Erik Haug Senior Account Executive Erik.Haug@Expedite-DMF.com.

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Direct Mail

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  1. Direct Mail The Crucial Role of Direct Mail in Effective Cross Channel Marketing Presented by Erik Haug Senior Account Executive Erik.Haug@Expedite-DMF.com

  2. On any given day, the average customer will be exposed to 2,904 media messages, will pay attention to 52 and will positively remember 4.

  3. Direct Mail is Not Dead • US Businesses spent $45.2 billion dollars on Direct Mail in 2010 and generated $702 billion in increased sales. • Direct Mail spending is expected to increase by $25 billion by 2015. • Direct Mail response rates are consistently 2 to 3 times higher than email response rates.

  4. Direct Mail is Environmentally Responsible 70% of direct mail is printed on recycled paper. Only 11% of cut forest trees are used by the paper industry. The paper industry plants three times more trees than it cuts. There are more forests in the U.S. today than there were 50 years ago. An average person wastes 2.4x more electricity powering a single computer than on the energy used to produce the paper they use in a year.

  5. Email Pros and Cons Pros Fast Inexpensive Great testing medium 79% of consumers click on a link from a known organization to learn more Cons 73% treat email as Spam if not subscribed to or requested Spam blockers Consumer short attention span requires short messages and limits creativity Opt in lists are often poor quality

  6. Pros and Cons of Social Media Pros There will be 221 million internet users by 2013 84% of Gen Y users report noticing social network ads 19% believe the ads are relevant to them 48% join a brand or fan page Cons Overall online participation noticeably declines with increasing age demographics Users who “like” a brand or fan page often block notifications from that page

  7. Direct Mail Pros and Cons Pros Proven, measurable results Ability to version by audience segmentation Provides space to convey complex messages Ability to reach virtually all consumers and businesses Cons Cost Perception of relevance by age Potential for failure if poorly planned, designed, executed

  8. Four Massive Strengths of DM • Endurance • Acquisition • Impact • Sense

  9. Attributes of Direct Mail Targetable Measurable Ability to convey complex messages Personal Proven ROI Creates impact • Flexible • Accountable • Reliable • Privacy • Security • Ability to drive online traffic • Ability to retain and grow customer relationships

  10. Recipient Advantages of Direct Mail • Convenience • Study and re-read materials • Written record • Review quickly – only 45% of consumers believe email is faster to read than traditional printed communications • Show information to others

  11. Statistics Prove Effectiveness 50% of consumers prefer direct mail to email 60% enjoy checking their mail 98% bring in their mail the day it is delivered 77% sort through their mail immediately 3.4% was the average response rate for letter size mail in 2010 75% say they receive more email than they can read Email response rates are down 57% since 2004 The 18-34 preference is 2-3x higher for health products information via direct mail than online sources such as social media

  12. Direct Mail Response Rates Typical Direct Mail campaigns bring in around 1-4% response rate Personally relevant campaigns can achieve 10-20% response rates The highest response rates are generated by relevant, personalized, unique mail pieces such as boxes, tubes, and dimensional mail sent to a narrowly targeted audience

  13. Keys to Effective Cross Channel Marketing Use mail to drive traffic to landing pages Utilize personalized URLs (PURLs) Email before mailing to raise awareness and build anticipation Use email as a call to action, to persuade target audience to register to receive more enticing information through a direct mail piece

  14. Keys to Effective Cross Channel Marketing Use social media to let customers know about an upcoming exclusive direct mail offer Print and electronic media should share a complementary design to produce a unified emotional connection A rich online experience driven by direct mail with a consistent message will get a customer’s attention

  15. Keys to Effective Cross Channel Marketing Integrate digital channel analytics with your direct mail response data for more customization and micro segmentation Utilize variable data driven digital printing to create mail pieces with more customization and relevance

  16. The Beginning… Every successful marketing program begins with one important question: “What do your customers want?”

  17. The 9 Human Wants • Acceptance • Adventure • Community • Creative Expression • Freedom • Growth • Interchange • Responsibility • Security

  18. Definition of “Good Mail” • Tangible, personal communication • Connects with the recipient in a striking way • Compelling feel, look, line of copy, etc. that makes the recipient feel important • Provides an experience

  19. Lists • Many say that the LIST accounts for as much as 40% to 60% of the success of a mailing • 40-40-20 rule

  20. The Wrong List • Great Offer • Beautiful Copy • Stunning Design • Strong “Call to Action” The Wrong List + Disaster! =

  21. The Right List • The Right List… • Has the right geographic location • Has the demographics that fit the best potential customer profile • Has the quantities available to satisfy marketing needs

  22. Types of Lists • House Lists • Response Lists • Subscription Lists • Contributor Lists • Inquirer Lists • Compiled Lists • Consumer Lists • Business Lists

  23. House Lists • A list of current customers and prospects • This is the real value of a business • Its important to capture as much information as possible • Baseline info • Name, address, zip+4 • Purchasing History • Additional Demographics • Birthdays, family status, housing, etc.

  24. Types of Response Lists • Buyers • Subscribers • Expires • Inquiries • Members • Change of Address • Attendees • Donors

  25. Response Lists • Customer Lists • People that have responded to specific direct mail programs and offers • Victoria’s Secret, L.L. Bean • Subscriber Lists • Subscribers to magazines, newsletters and subscription services • Subscribers to People Magazine, Golf Digest, etc.

  26. Response Lists • Warranty / Registration Lists • People that have bought and submitted warranty or registration cards for specific products • Owners of appliances, Dell PCs, Sony TVs, etc.

  27. Response Lists • Advantages • Highly targeted • Higher response rates on related products and services • Lists available to cover virtually any product or service

  28. Response Lists • Disadvantages • High cost of rental (7.5 to 15 cents per name – or more) • Requires approval of mailing piece • You probably cannot use to market a competitive product • Difficult to purchase for very specific geographic areas • Most lists do not have sufficient counts to satisfy demand

  29. Compiled Lists • Business Lists • Consumer Lists • Compiled from multiple public domain records • Telephone books • Government records • Census Data

  30. Compiled Consumer Lists Current Resident 1124 Elm St S Evanston, IL 60606 • Occupant lists • Full saturation – no name, just “Occupant” or “Resident” (Also known as OCC/RES lists) • Consumer lists • Includes name John Adams 1124 Elm St S Evanston, IL 60606

  31. Compiled Business Lists • Always include business name and mailing address • Contact names • Necessary when mailing to large businesses • Outdated data can hurt your response rate • Title or function is often just as effective • Business demographics • Include type of business, sales $, number of employees, etc.

  32. Business Lists • Often don’t have contact names • Most lists are compiled • Available universes are smaller than consumer lists (about 15,000,000 total establishments) • Major Suppliers • Acxiom • Dun & Bradstreet • Experian • InfoUSA • Trans Union Business Information Services

  33. Information Contained on Business Lists • Company Name and Address • Job Titles • Business Type (NAICS Codes – formerly known as SIC Codes) • Business Size • Number of employees • Sales volume

  34. Compiled Lists • Benefits • Wide coverage • Easy to obtain • Low price - $.02 - $.05 per name • Volume discounts • Disadvantages • Not as highly targeted as response lists

  35. Design Considerations Who’s the audience? What’s the budget? Is our message clear? Are we providing an easy response method?

  36. Data Processing CASS (Coding Accuracy Support System) A USPS testing program offered that evaluates and certifies the accuracy of addresses through postal coding software.

  37. Data Processing CASS What will it do for the customer…. • Address matched to National Address listing of USPS, verifies deliverability • Standardizes address block (removes punctuation, abbreviates, zip correct) • Appends +4 to zip, creates delivery point barcode • If address does not match: • Kicked out with code detailing reason

  38. Address Hygiene NCOA - National Change of Address: An address correction service provided to mailers through USPS licensees • Required for presorted mailings • 4 years of Data - updated every 10 days • Includes reporting options for customer • Eliminates back end cost and data entry of ancillary endorsement service

  39. Address Hygiene NCOA - National Change of Address What will it do for the customer…. • Update movers on data file • Mail piece gets delivered to the correct address the first time, no delays • Important address updates available for customer to update their list • Eliminates cost of address correction fees and data entry costs

  40. Mail Classifications • First Class Automated Mail • 500 or more pieces (average .37 cents per piece up to 2 ounces, letter size) • Usually delivers in 1 - 3 days local, 4 -7 days national • Standard Automated Mail • 200 or more pieces (average .26 cents per piece up to 3.3 ounces, letter size) • Usually delivers in 4 - 7 days local, 7 – 14 days national • Non-Profit • Requires Non-Profit authorization from Post Office (average .15 cents each, letter size)

  41. Sources DMA 2010 Statistical Fact Book Epsilon Consumer Channel Preference Study Printing Industries of America Winterberry Group Using Neuroscience to Understand the Role of Direct Mail – Bangor University, October 2010 International Data Corp Info Trends DM News USPS – Deliverables

  42. Questions & Answers

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