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Reaching Consumers with direct mail

Reaching Consumers with direct mail. Contents. Recent trends in direct marketing and direct mail Mail trends in the letterbox Reaching the consumer in the information age Impact Mail. Background - Media Landscape. Media fragmentation Hike in media rates while audiences reduce

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Reaching Consumers with direct mail

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  1. Reaching Consumers with direct mail

  2. Contents • Recent trends in direct marketing and direct mail • Mail trends in the letterbox • Reaching the consumer in the information age • Impact Mail

  3. Background - Media Landscape • Media fragmentation • Hike in media rates while audiences reduce • Changing consumer behaviour • Know marketing tactics • Discerning, experienced consumers - they interpret brand from their experience (the moments of truth), not from the brand expression. • Simultaneous media consumption • Time Poor

  4. Background - Media Landscape • Marketers have more confidence in the ability of direct mail to achieve results than any other medium. (Fin Review, Boss Marketing Directions). • The direct marketing industry is growing at a rate of 17% a year and it now represents over 50% of all media spend CEASA Report, 2002.

  5. So what are the opportunities for us here in Australia? Source: USPS/Royal Mail

  6. Addressed DM Pieces Per Head Per Annum • UK recorded 5% growth in 2002 • Netherlands also achieves similar volumes to UK Source: USPS/Royal Mail

  7. Direct Mail as % of Ad Spend Source: USPS/Royal Mail

  8. Direct Mail Vol as % of Total Mail Source: USPS/Royal Mail

  9. Personally addressed mail has cut through

  10. % likely to respond

  11. Reaching Consumers In the information age Marketing and Promotional Communications

  12. The Research • Reaching Consumers in the Information Age • Independently researched by TNS, 3rd largest marketing information company in the world • Qualitative & quantitative study surveying 1001 consumers • Reports on how and when they prefer to receive messages from Australian businesses

  13. Drive customer revenue Business process/ billing Acquisition Customers Non-customers Research Scope • Customers’ preferred media for receiving business communications • Marketing & promotional information • Essential, e.g. bills, annual reports • Includes preferred frequency of communication

  14. Research Scope • Preferred media for marketing communications by: • customers / non-customers • industry sector • and demographic information • Includes summary charts and analysis of each of the findings

  15. Advertising & Promotional Material • Mail preferred channel • 36% prefer mail when addressed catalogues are included Base sample 1001

  16. Loyalty Programmes • Mail clearly preferred channel, by nearly three quarters of consumers • With many loyalty schemes trying to migrate customers to online channels it’s interesting to note only 9% prefer email and 1% prefer websites Base sample 1001

  17. Club or Membership Newsletters • Although some organisations may be tempted to send electronic newsletters mail is preferred to email by 5:1 Base sample 1001

  18. New Product Announcements • TV preferred but mail cannot be overlooked • Mail and catalogues combined equals to almost a third of consumers • Strong argument for integrated campaigns when launching new products Base sample 1001

  19. In Essence • the consumer is telling us …. Send us mail!

  20. Research tells us that…. • 89% of ad agencies surveyed would increase their use of Direct Mail if they could send non-rectangular pieces

  21. IMPACT MAIL

  22. DM with Bite • Creativity with direct mail shapes enables highly targeted messages that differentiates your mailing with instant impact

  23. Benefits of Impact Mail • Creative Freedom – Colour, shape, size and style are all open to your own interpretation. • Almost anything goes…! Australia Post strongly recommends that only paper based card stock is used. However other material may be accepted subject to approval prior to lodgement.

  24. Impact Mail Product Overview What is IMPACT Mail? • Impact Mail is a service that will provide for the delivery of customised shaped articles through Australia Post. • Unlike existing Bulk Letter Services Impact Mail will not require articles to be rectangular or oblong. • Impact Mail will accept items of any shape up to the maximum permissible dimensions

  25. Opportunity • A new service to: • Generate improved response rates • Demonstrates the power of instant shape recognition • No limits & unique • Very high readership • Enable users to go the next step…

  26. Why? • Grow promotional mail • Improve the ROI by meeting a need for a creative, tactile promotional medium

  27. In Summary • Local and international figures tell us that Mail as a marketing medium is under utilised in Australia • Promotional mail is enjoyed by the consumer • More importantly promotional mail has cut through and the consumer wants to receive it regularly • Now Australia Post have provided Marketers with the opportunity to produce customised shapes through the mail in order to allow for greater creativity as well as an increase in response rates.

  28. Thank you Visit www.auspost.com.au/mailmarketing and download the full research report Other reports also available as well as further details on the Impact Mail Product.

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