usps delivers the customer journey · direct mail. digital advertising ($ revenue in millions,...
TRANSCRIPT
USPS® Delivers the Customer Journey
National PCC Week | September 23-27, 2019
Thank you for your Partnership& Your Business
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INDUSTRY SUPPLY CHAIN
®
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BINDING THE NATION
Physical Infrastructure
®
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BINDING THE NATION
Digital Infrastructure
®
®
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COMPETING FOR BUSINESS EVERYDAY
COMPETITION INEVERY PRODUCT &
EVERY MILE(FIRST, MIDDLE,
& LAST)
First-ClassMail®
Shipping/Packages
Marketing Mail/Periodicals
DeliveryService
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First-Class Mail® and USPS® Marketing Mail together account for 61% of total USPS revenue and 89% of total volume
Marketing Mail51%First Class Mail
38%
Other8%
Packaging Services
3%
Percent of Volume
Marketing Mail24%
First Class Mail37%
Other10%
Packaging Services29%
Percent of Revenue
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VALUE OF MAIL
78% of households still prefer receiving at least one of their bills by mail
• Trust• Reminder• Record-Keeping
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VALUE OF MAIL
77% of consumers check their mail at least 5 days a week*
*Source: Market Research & Insights – Mail Moments Spring 2019
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VALUE OF MAIL
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VALUE OF MAIL
56% tried a new business after receiving Marketing Mail*
56%*Source: Market Research & Insights – Mail Moments Spring 2019
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VALUE OF MAIL
Today’s political campaigns look more like marketing campaigns.
Nearly 80% of surveyed voters received political mail at least once a week.
Source: “Survey Offers Key Insights on Political Mail in Florida, Ohio Midterm Elections,” The United States Postal Service, February 2019.
Voters are interacting with mail more than ever.
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VALUE OF MAIL
Nearly half of the voters surveyed (47%) agreed that
the most memorable form of political advertising I received during the midterm elections was mail.“
Source: “Survey Offers Key Insights on Political Mail in Florida, Ohio Midterm Elections,” The United States Postal Service, February 2019.
People interact with mail from the moment they see it.
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“
MAIL REPOSITIONING
Marketing dollars are going elsewhere
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2009 2011 2013 2015 2017 2019 2021 2023
Revenue Linear (Revenue)
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5,000
10,000
15,000
20,000
25,000
2007 2009 2011 2013 2015 2017 2019 2021 2023
Revenue Linear (Revenue)
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Direct Mail Digital Advertising($ Revenue in millions, excluding Political Mail) ($ Revenue in Billions)
MAIL REPOSITIONING
Integrating with Digital
PhilosophicalShift
Tested with Marketers
Gathered Expert
Industry Insights
Innovations Introduced
From “Direct Mail (DM) is better than digital” to “DM + digital are smarter together”
7 Concept AreasFocus Group
Research
Improved Solutions were Needed
Strength in the Omni-channel Model
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MAIL’S ROLE ACROSS THE CUSTOMER JOURNEY
Leads Sales Repeat SalesConsiderationTurn interest intoactive evaluation.
Turn leads intopaying customers.
Turn a single sale into a repeat customer.
Turn prospects into valuable leads.
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MAIL’S NEW JOURNEY TOOLS
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MAIL REPOSITIONING
Innovations have Transformed Mail
DIGITALLY ENHANCED MAIL
(Formerly Irresistible Mail)
INFORMEDVISIBILITY®
RETARGETED DIRECT MAIL
(Automated Direct Mail)
INFORMED DELIVERY®
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INFORMED DELIVERY® – BY THE NUMBERS
19,200Campaigns Completed
2,756Brands
Represented
19.0M+Registered
Users
13.9MEmail-enabled
Users
208K+Weekly User Registrations
62.3%Average Email
Open Rate
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INFORMED DELIVERY
12.0%National
Saturation of Eligible Deliveries
62.3%Average Email
Open Rate
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INFORMED DELIVERY ®
Informed Delivery provides organizations with aggregate pre- and post-campaign data, which offer insights into campaign reach and results.
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INFORMED DELIVERY®
The conversion rate of interactive advertisements on Informed Delivery is high, frequently resulting in a purchase or planned purchase
M_R_I ∞ Market Research & Insights
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INFORMED DELIVERY® CALCULATOR
Informed Delivery Informeddelivery.usps.com
Informed Delivery Calculatorwww.usps.com/idcalculator
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INFORMED DELIVERY®
Next Up
• Informed Delivery Promotion• Reporting through Informed Delivery• Package Campaigns• Informed Delivery Reengineering• Sign-up Enhancements
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Informed Delivery Collateral– Automotive– Telecommunications– Finance– Retail
INFORMED DELIVERY®
Promotional Materials
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INFORMED DELIVERY®
ID Campaign Tutorial (Live Sept)– Business Customer Gateway– Postal Pro– ID for Business Mailers site
Mail Repositioning Content USPSdelivers.com
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INFORMED DELIVERY®
Holiday Tax Season Summer Travel Back to School PO Box
November
March
June September
August
Growing the Consumer Base
Continuing our wave approach, each mailing is testing ways to evolve our marketing and messaging to target consumers 28
RETARGETED DIRECT MAIL
Supporting articles• Best Practices for Automated Direct Mail• Understanding Multi-touch Attribution• Combine Power of DM with Email
USPSDelivers.com
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INFORMED VISIBILITY®
Real-Time Insights
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INFORMED VISIBILITY®
Acceptance
Depart BMEU
Arrive at Processing
Processing
Depart Processing
Transportation
Arrive at Destination
Depart Destination
Arrive at Unit
Out for Delivery
Delivered
End-to-End Visibility
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INFORMED VISIBILITY®
Easy to Share & Receive Data
Flexible Data Provisioning & Delegation
End-to-End Visibility
Omni-Channel Marketing Opportunities
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INFORMED VISIBILITY®
• Informed Visibility
Uspsdelivers.com content
Fact Sheets
o IV for Business Mailers
o IV for Political (Jan 2020)
IV included in promotional campaigns
Marketing Strategy
USPSDelivers.com Content
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DIGITALLY ENHANCED MAIL
Informed Delivery® Personalized InvitationTactile Assembly
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2018 NEXT GENERATION AWARD FINALIST
Hayneedle was a finalist for the 2018 USPS® Next Generation Award for their beautifully designed mailpiece coupled with an enticing Informed Delivery® interactive campaign.
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Mobile Shopping
MARKETING MAIL
MARKETING MAIL AND FIRST-CLASS MAIL
Personalized Color TranspromoRegistration
May 15 - Dec 31Promotion Period (6 months)
July 1 – December 31
RegistrationJan 15 – Aug 31
Promotion Period (6 months)March 1 – August 31
Emerging & Advanced Technology
RegistrationDec 15 – July 31
Promotion Period (6 months)February 1 – July 31
Tactile, Sensory & Interactive Engagement
RegistrationJune 15 – Dec 31
JAN – FEB – MARCH APRIL – MAY – JUNE OCT – NOV – DEC
Promotion Period (5 months)August 1 – December 31)
Earned Value Promotion Period (3 months)
April 1 – June 30
*registration closes Mar 31, 2019
RegistrationFeb 15 -
Mar 31, 2019FIRST-CLASS MAIL®
Informed Delivery®
RegistrationJuly 15 – Nov 30
Promotion Period (3 months)September 1 – November 30
2019 MAILING PROMOTIONS CALENDAR
JULY – AUG – SEPT
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ACADEMIC OUTREACH: PROGRAM STATUS
This content is intended for USPS® internal and PCC use only. Not for distribution. Logos as of July 2019, for normative use only.
• 60+ schools using curriculum!
• Nationwide representation
• New schools signing on every week
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ACADEMIC OUTREACH: PROFESSOR RAUDE NAGAISHI
Honolulu Community College
“The material is well-organized, thorough, and segmented in such a way that an instructor can easily choose which topics to cover and at what depth, depending on their student’s backgrounds…My appreciation for direct mail in my agency work has increased considerably.”
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ACADEMIC OUTREACH: GET INVOLVED
• PCC Handbooks distributed to each PCC
• Webinar recording and resources available on PostalPro
• Great opportunities to engage with colleges/universities, professors and students, and help shape direct mail knowledge and use for future marketers, designers and all kinds of businesses
• Materials at: https://postalpro.usps.com/directeffect
Reach out to the HQ support team at: [email protected]
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SHIPPING BUSINESS FACTORS
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SHIPPING – POWERFUL POINT OF ENGAGEMENT
Increase
15%FROM 2017
2018
$517BSPENT ONLINE
w/ U.S. Merchants1
RECEIVE
27E-COMMERCE DELIVERIESPER YEAR2
26%AMERICANS RECEIVE
DELIVERIESONCE A WEEK2
1 www.digitalcommerce360.com/article/us-ecommerce-sales 2 Business Wire – Package Theft Report 2016.
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CUSTOMER EXPERIENCE IS THE DIFFERENTIATOR
USPS® delivers the most e-commerce packages to homes in America… over 5 billion packages delivered in 2018
Retail Ground Parcel Select® Parcel Return Service
Priority Mail Express® Priority Mail® First Class Package Service®
Value Pricing
FlexibleOfferings
BundledSolutions
ReliableService
Access to our
ubiquitous network
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ACCESS POINTS
Post Office™ Locations Self Service Kiosks Approved Shippers Contract Postal Units & Village Post Offices Collection Boxes
33K 3K 6K 3K 142K
USPS® has over 140 million pickup points nationwide 43
The United States Postal Service® is the most trusted government agency and is customer focused with more than 187,000 access points.
RETURNS BUSINESS
Viewed as a Competitive Differentiator
VS.
1 Exploring the Next Generation of Consumer Returns (Slide 6)
$113 - $132B OF E-COMMERCE PURCHASES WERE RETURNED IN FY 18
Over 25% return rate for
online purchases
3% return ratefor in-storepurchases
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RETURNS EXPERIENCE
40%Of shopper will complete
purchase if returns are easy1
95%Of customers will purchase again if satisfied w/ returns2
1 Global Web Index - Social Commerce Trend Report, 2019. 2 Narvar - Making Returns a Competitive Advantage Consumer Report, 2018. 45
RETURNS SOLUTIONS BUILT ON USPS® ACCESS POINTS
RETAIL LABEL BROKER™ Print labels via QR
code on phone
PACKAGE-LESSRETURNS (TEST) Testing partnership
in 53 USPS retail locations in Dallas
QR CODE ON RETURNLABEL FOR PACKAGE PICKUP Scan to Schedule Pickup
END TO END Automated Returns
API enables printinglabel through call center or online
OVER 33,000 RETAIL LOCATIONS!
INFORMED DELIVERY® FOR PACKAGES COMING SOON
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USPS® – INDUSTRY COLLABORATION
Committed to Collaboration/Communication
Exchange Ideas & Preempt Issues
Drive Innovation and Adopt Technology
Areas Inspiring Mail Groups Mailers' Technical Advisory Committee Postal Customer Council Meetings National Postal Forum
Areas Inspiring Mail Focus Groups – Calendar by Areahttp://postalpro.usps.com/industry-forum/area-mailing-industry-focus-group/calendar
NPF 2020 – Orlando, FL April 26-29http://www.npf.org
https://postalpro.usps.gov MTAC – Meet Quarterly
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GROW YOUR BUSINESS
• Identify the value that mail brings to the customer journey in order to grow your business.
• Maximize the value of your mail with Informed Delivery® campaigns.
• Use Postal Service™ shipping products and services to your competitive advantage.
• Get further involved in your PCC to bring these elements into your business.
• Participate in your local Academic Outreach efforts.
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USPS® BRAND
INVESTMENTS IN…
Proud ToDeliver For You
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Thank You