mail is a must with multichannel efforts 2010 long island mailing conference

Mail is a Must with

Multichannel Efforts

2010 Long Island Mailing Conference

Today’s Conversation

The New Marketing World The Direct Mail Difference Personalization-VDP/PURLS/ILPS How It All Comes Together

A New Marketing World

Traditional Marketing

Radio

Magazines

TV

Newspapers

PDAs

Cell Phones

Portable Media Players

Instant Messaging

MP3 Players

Community Forums

Blogosphere

Web Sites

Word of Mouth

News Media Sites

Wireless Channels

Social Networking Sites

New Channels

Traditional Channels

Message

Overload

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.

Cut the Message Clutter

How Does Direct Mail Fit In?

The Direct Mail Difference

Provides engagement with customersDirect Mail allows for a one-to-one moment with your customer

Reach specific target audiencesIs measurable and cost effective

Complement all media channels

Direct mail delivers on all!

Today’s most effectiveMARKETING media

Acquisition Branding Loyalty Retention Targeting Integration Engagement Personal

The Value of Direct Mail

Measurable & Predictable Targetable Flexible Tactile

The Value of Direct Mail

The Value of Direct Mail

Stealth Marketing Shelf Life Viral in Nature

Personalization helps your

message reach customers –

loud and clear!

What is VDP?VDP, or Variable Data Printing, is a form of

on-demand printing that can be used to produce mail pieces that are personalized

to a customer’s individual data.

Personalization: The How-To

The Four Phases of PersonalizationThe Four Phases of Personalization:

• Identify potential customers• Determine their needs and their lifetime

value to the company• Interact with customers so as to learn

about them and • Customize products, services, and

communications to individual customers.

Source: “ The One to One Future” by Don Peppers and Martha Rodgers.

Benefits of VDP

One-to-one communications Increased loyalty with customers thru

relevant dialogue Quick turnaround Include graphics and

maps to visually reinforce the message

Improved ROI Affordable

VDP: Making Mail More Personal

This technique has increased response rates by 40-80% in tests

by users.

Personalization Techniques: Personalized URLs (PURLs) and

Individualized Landing Pages (ILPs)According to

recent research, using PURLs can help Direct Mail campaigns yield

as much as a 20% response

rate. Source: “PURLs of Wisdom

Personalization Techniques: Personalized URLs (PURLs) and

Individualized Landing Pages (ILPs)

Personalization Techniques: Personalized URLs (PURLs) and

Individualized Landing Pages (ILPs)

How It All Comes Together

56% say receiving Mail is a “real pleasure”

55% “look forward” to discovering the Mail they receive

67% feel Mail is more personal than the Internet

Mail Evokes Emotion…

Source: ComScore Research.

Boomers “Get” Mail

Purchase power = $2 Trillion

95% of Boomers sort mail the day they bring it in

Source: ComScore Research.

X & Y: They “Get” the Mail

More than 85% X & Y’s engage 70% used coupons from mail 70% read credit card offers

Source: ComScore Research.

Direct Mail & the Internet – Retail Customers are TWICE as likely

to purchase at the web site

57% of online shoppers enjoy receiving catalogs

Source: ComScore Research.

Direct Marketing Association The Integrated Marketing Media

Mix

0

10

20

30

40

50

60

70

80

Use Revenue

E-mail

Direct Mail

Traffic Building The percentage of prospects who visited

an advertised store, Web site or business.

Mail: 4.60% Catalogs: 9.64% Radio: 3.36% Newspapers : 0.13% E-mail: 1.54% Telephone: 4.64%

Source: ComScore Research.

Lead Generation The percentage of prospects who request additional

information regarding an advertised product or service.

Mail: 2.30% DRTV: 16.08% Radio: 0.01% Magazine: 0.07% Newspaper: 0.62% E-mail: 3.15% Telephone: 8.25%

Source: ComScore Research.

‘Mail is a smart way to support a radio, TV, Web, or print campaign

and help turn potential prospects into real customers.’

MAIL: Make the ConnectionDirect Mail

Provides engagement with customersAllows for a one-to-one moment with your customers

Reaches specific target audiencesIs measurable and cost-effective

Complements all media channels

For More Information

www.delivermagazine.com

For more information, contact me at

Mario Roman-Shipping Solutions Specialist

631-582-7431

QUESTIONS!Thank You!

The LI PCC would like to thank today’s session sponsor

Thank you

Publishers Clearing House