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