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General Session 1: Data Considerations & Privacy Regulations - Raquel Ferrari
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General Session 1: Data Considerations & Privacy Regulations - Raquel Ferrari

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  • 1. © UPU 2009 – All rights reservedRaquel Ferrari, Direct Mail and Stakeholder Relations, DDM DIRECT MAIL IN EUROPE - In the Digital Age - European Transpromo Summit Brussels, 6 October 2009
  • 2. © UPU 2009 – All rights reserved The Universal Postal Union • A United Nations specialized agency • 191 member countries • Forum for cooperation between governments and/or designated operators and external stakeholders on postal services • Ensures a true universal network of up-to-date products and services • Sets rules for international mail exchanges • Makes recommendations to stimulate mail volume growth and to improve quality of service • Advisory, mediating and liaison roles • Leader in promoting the continued revitalisation of postal services
  • 3. © UPU 2009 – All rights reserved The UPU Nairobi Postal Strategy (2009-2012) takes into consideration not only the physical dimension of the postal network, but also its financial and electronic components
  • 4. © UPU 2009 – All rights reserved NPS - Architecture & content Objective 1 Network efficiency Electronic & Financial Physical Objective 2 Universal Service Objective 3 Postal Economy Objective 4 Market Development Interconnection Development Governance Pillars Axes Dimensions
  • 5. © UPU 2009 – All rights reserved NPS - Strategic directions 3 Postal Economy 5 Programs • Payment Systems • Cost accounting • Reform • Sustainable development • Information Society 4 Market Development 4 Programs • Market research • Diversification • ICTs • Stakeholder interaction 5 Programs • Promotion • Criteria • Financing • Access • Sustainability 2 Universal Service 4 Programs • Quality • Security • Customer • ICTs 1 Network efficiency
  • 6. © UPU 2009 – All rights reserved NPS - Global strategy implemented regionally Africa PAPU Europe & CIS CRPT Europe CEPT PostEurop Caribbean CPU Americas PUASP Asia Pacific APPU Arab Countries NPS
  • 7. © UPU 2009 – All rights reserved The UPU’s Direct Mail Advisory Board (DMAB) • A group of designated postal operators and private sector companies and associations. • Mission: “to foster the growth of direct mail as a factor of economic and market expansion by increasing market knowledge and by developing the expertise of stakeholders at all levels”
  • 8. © UPU 2009 – All rights reserved DMAB members
  • 9. © UPU 2009 – All rights reserved DMAB Business Plan 2009-2012 • Developing expertise: training and education • Increasing knowledge and sharing information: research and communication • Raising awareness: advocacy • Building postal infrastructure: collaboration with other UPU groups • Combining efforts and seeking synergy: collaboration with the industry
  • 10. © UPU 2009 – All rights reserved Why focus on direct mail in the digital age??
  • 11. © UPU 2009 – All rights reserved • Source: UPU/DMAB research, 1997 Direct Mail Development Embryonic Take-off Growth Highly Developed Time United States Rest of North America Western Europe Asia Pacific Sub-Sahara Central Asia S. America Middle East
  • 12. © UPU 2009 – All rights reserved • Today? Direct Mail Development Embryonic Take-off Growth Highly Developed Time United States Rest of North America Western Europe Asia Pacific Sub-Sahara Central Asia S. America Middle East
  • 13. © UPU 2009 – All rights reserved • A typical product life cycle • This is what is happening with some classes of mail…
  • 14. © UPU 2009 – All rights reserved • Internet? Economic crisis?
  • 15. © UPU 2009 – All rights reserved Positive action!
  • 16. © UPU 2009 – All rights reserved Why focus on direct mail in the digital age? • Marketing media are complementary • Direct mail fosters trade domestically and may also have an important role internationally • Direct mail can be used by businesses of all sizes, including SMEs • Governments and public service can use direct mail to communicate with citizens • Direct mail can be combined with other media, e.g. transpromotional mail!
  • 17. © UPU 2009 – All rights reserved Chris Lensch, NYT
  • 18. © UPU 2009 – All rights reserved Some examples of postal solutions in liberalized Europe
  • 19. © UPU 2009 – All rights reserved
  • 20. © UPU 2009 – All rights reserved Royal Mail’s Mail Media Centre • Why mail is a valuable addition to a marketing campaign • Research: – direct mail and digital are natural partners, with consumers expecting both. – for consumers, email is about getting in touch with them, allowing them to click through to a website, and putting them in control of a relationship. Direct mail is about having an impact on them, and making them feel valued. – mail can help online search work harder by driving up click-through rates. – mail can help deliver web addresses directly to consumers, for brands that perform less well on search. – follow-up mailings can help complete sales that started offline.
  • 21. © UPU 2009 – All rights reserved
  • 22. © UPU 2009 – All rights reserved
  • 23. © UPU 2009 – All rights reserved
  • 24. © UPU 2009 – All rights reserved
  • 25. © UPU 2009 – All rights reserved
  • 26. © UPU 2009 – All rights reserved
  • 27. © UPU 2009 – All rights reserved
  • 28. © UPU 2009 – All rights reserved • Advertisers need more effective and cost- effective media, maintaining current customers • More targeted, more relevant, more effective • Relationship building and maintenance • If the Post and the industry work well, they can turn the crisis into an opportunity! Can the economic crisis be beneficial for the direct mail industry?
  • 29. © UPU 2009 – All rights reserved The digital age is already proving to be beneficial for the direct mail industry • Digital printing makes personalisation easy • Opportunities exist with Convergence • Physical mail can convey “extra” dimensions to the media mix (e.g. five senses) • Transpromotional mail is a reality!
  • 30. © UPU 2009 – All rights reservedRaquel Ferrari, Direct Mail Markets Development and Consultative Committee Secretariat, DDM
  • 31. © UPU 2009 – All rights reserved Thank you!