mail meets the web: keeping direct mail relevant in an online world
DESCRIPTION
Dave Lewis of SnailWorks shows us how to keep direct mail relevant in an online world.TRANSCRIPT
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Keeping Direct Mail Relevant in an Online World
Dave Lewis, President
SnailWorks
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Postal mail still has some important advantages
that no other channels share…
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Market Penetration Exclusivity
Targetability
Perceived Value
The Mail Moment
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Still, direct mail has its limitations…
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Expensive
Lacks State-of-the-art buzz
Unpredictable delivery time
Requires effort to respond
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Tying in other marketing channels can overcome direct mail’s limitations
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Email Marketing
Web Marketing
Social Media
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◦ Strengths: Cheap
Precisely timed
Allows for immediate response with a click
Very measurable
◦ Weaknesses: Cheap – low perceived value
Permission based
Low open rates
Difficult to get lists or target
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◦ Strengths: Responsive – Prospects can buy there
Controllable – You control every element of the site
Your brand lives here
◦ Weaknesses: Getting eyeballs – a billboard in the basement
Not focused on a particular offer
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◦ Strengths: It’s everywhere! Great reach
Very low media cost
High-tech, up-to-date
◦ Weaknesses: Passive - Inbound
High maintenance
Always changing
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Direct mail drives a broad spectrum of prospects to the web
Coordinated email can help simplify and boost response
Coordinated email offers a simplified path for response – just click
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Effective multi-channel marketing is all about
using the right tools and setting
business rules
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Intelligent Mail is a Postal Service program that uses a special barcode (the Intelligent Mail barcode, or IMb)
The IMb consists of: ◦ A Barcode ID – identifies the type of barcode
◦ A service type ID – tells the barcode what to “do”
◦ A mailer ID – Identifies the mail owner or preparer
◦ A serial number – a “license plate” for the mail piece
◦ The ZIP+4 and delivery point – where it’s going!
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Why Intelligent Mail? ◦ Needed to secure postal discounts
◦ Allows delivery tracking of mail
Coordinate other marketing
Just know it got there!
◦ Provides for other services:
ACS - Address Change Service
Returned/forwarded mail
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Email marketing is groups of email sent to a list that has given permission to send email
Email is regulated by CAN/SPAM laws
Two primary styles: ◦ HTML: With images
◦ Text
Two distribution methods: ◦ Email blast
◦ Triggered email
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Why Email as part of a Multi-Channel campaign? ◦ Reinforces direct mail message and branding
◦ Offers another channel to those who do not receive/read direct mail
◦ Provides an easy way to respond – just click!
◦ Inexpensive – easy to add additional efforts
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A URL is a Uniform Resource Locator
Generally links to campaign landing page ◦ PURL: Personalized URL
DaveLewis.PromptEvents.net
◦ GURL: General or “Guest” URL
www.PromptEvents.net
◦ QRURL: QR code URL – Optimized for mobile
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Why PURLs, GURLs, and QRURLs? ◦ Make it easy to find your landing page
◦ Make it easy to find your offer
◦ Make it easy to respond
Prepopulate forms – especially valuable on mobile
◦ Track, track, track!
Exactly who has visited!
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A Landing Page is a web page created specifically for the campaign/offer – sometimes called a micro-site
Typically reflects the branding of the direct mail and email marketing efforts
Leads directly to the offer – may be prepopulated
May or may not reflect branding from company web site
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Why a Landing Page? ◦ Specific to offer – prospect doesn’t need to look for
offer
◦ Easy to respond – can be prepopulated
◦ Measurable – you know how many came to the page, and who responded
◦ Specific to campaign – can be personalized, varied by segment, location
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Social Media is generally the building of networks and communities on digital sites such as Facebook, LinkedIn, Twitter, and others
Can be used to generate additional activity to landing page
Provides means of viral sharing of marketing efforts
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Why Social Media? ◦ Low media cost
◦ Tremendous potential audience
◦ Particularly effective with young market
◦ Viral potential
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Deploying your own Multi-Channel
Campaign!
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Think like a flow chart
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Start with a plan –
and a strong offer
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Select a great GURL:
HailTheSnail.com
FNW2013.org
May14seminar.com
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Coordinate Execute Measure Adjust
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Direct Mail people, meet the Email and Web folks!
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DIRECT MAIL RESPONSE Other 16.95% Web 6.42% Other Mail 13.45% Telemarketing 1.84% Renewal Mail 61.34%
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