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Raquel Ferrari - Encouraging the use of direct mail - Postal best practices
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Raquel Ferrari - Encouraging the use of direct mail - Postal best practices

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    Raquel Ferrari - Encouraging the use of direct mail - Postal best practices Raquel Ferrari - Encouraging the use of direct mail - Postal best practices Presentation Transcript

    • Encouraging the use of direct mail - Postal best practices Convegno internazionale su Servizi Postale, Business Communication e DM Rome, 19 October 2011 Raquel Ferrari – Programme Manager, Direct Mail and Stakeholder Relations (DDM)
    • Overview
      • Postal best practices for direct mail
      • The UPU and the DMAB
      • The Post in the direct mail value chain
      • Some best practices
      • Adapting and anticipating the future
    • The Universal Postal Union (UPU)
      • United Nations specialized agency
      • 192 member countries
      • Primary forum for cooperation between postal sector players
      • Helps to ensure a truly universal network of up-to-date products and services
      • Advisory, mediating and liaison role
      • Provides technical assistance where needed
      • Sets the rules for international mail exchanges
      • Makes recommendations to stimulate growth in mail , parcel and financial services volumes and improve quality of service for customers
    • The UPU Direct Mail Advisory Board (DMAB)
      • DMAB : UPU working group. Members: designated operators of UPU member countries and private-sector companies and associations.
      • DMAB 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”.
      • Self-financing
      • Both Poste Italiane and Xplor Italia are DMAB members
      • Private companies interested in working with the UPU/DMAB can apply for membership
    • DMAB Business Plan 2009-2012 Six interrelated fields of activity:
      • Developing expertise :
            • training and education
        • Increasing knowledge and sharing information :
            • research and communications
      • Raising awareness :
            • advocacy
      • Building postal infrastructure :
            • collaboration with other UPU groups
      • Combing efforts and seeking synergy :
            • collaboration with the industry
    • DMAB activities (examples)
      • DMAB workshops
      • DMAB Conferences (biannual)
        • Held in Berne, Switzerland
      • DMAB Annual Survey on DM products and services
        • Results on UPU website (country by country; aggregated level)
      • Best practices
      • DMAB Newsletter
        • Subscribe now (it’s FREE …) [email_address]
      • Project: “Increasing the value and the volume of mail”
    • Market Research and Analysis to Support the Development of UPU Strategies (commissioned by the UPU)
      • Opportunities exist despite the confluence of downturns
      • Direct mail and low-weight packages are expected to grow
      Africa Arabic Countries
    • Production/Distribution Customer Service Planning Manage Customer Relations Distribute Direct Mail Message Prepare DM message Print Direct Mail Message Select target Prepare Business Case Fulfill Orders Traditional postal role The Direct Mail Value Chain
    • Production/Distribution Customer Service Planning Manage Customer Relations Distribute Direct Mail Message Prepare DM message Print Direct Mail Message Select target Prepare Business Case Fulfill Orders Returns management Innovative distribution services Creative services Lettershop Consult-ing Logistics Databases, information, mailing lists New roles for Posts? Strategic decisions!
    • Raquel Ferrari, Direct Mail Markets Development and Consultative Committee Secretariat, DDM
      • Create a special “Special Direct Mail Team”, knowledgeable in Direct Mail techniques
      • Train postal staff and educate customers
      • Courses, workshops, events
      • Websites to promote DM
      • Publications, brochures
      • Catalogues of DM suppliers
      • Research
      • Also in collaboration with educational insitutions and national DMAs…
      Direct mail education and promotion
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    • Postal direct mail units
    • Collaboration with national DMAs
      • Encourage growth of reliable, legitimate list brokers.
      • Establish a list of recommended list brokers.
      • Advise existing and potential mailers on how to build their own mailing lists
      • Some Posts have specialized list and database services
      Mailing lists – can the Posts help?
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      • Partnership with established printers and lettershop companies
      • Some Posts have also ventured into printing and mail preparations services
      Printing and mail preparation services
      • Pre-stamped envelopes
      • Printed postage impression (permits)
      • Postage-paid response
      • FREEPOST (paid by the advertiser)
      • Franking machines
      • Postage-paid response (business-reply mail)
      • Innovative DM products
      Sending the mailing
    • Innovative DM postal products
      • Response services (the Post may also digitalize and compile the responses for the mailer)
      • Returned mail services: undeliverable mail need to be purged from the marketer’s mailing list to avoid wasting money by continuing to mail to incorrect addresses.
      • Logistics
      Order management and fulfilment
    •  
      • Posts can provide any or all the services of the value chain on their own
      • Posts can make alliances with other players to contract and/or sell these services through the Post
      • Posts can directly recommend approved suppliers to postal customers as service providers
      • Posts can partner with their customers (win-win propositions)
      Collaboration with stakeholders in the DM value chain
    • Production/Distribution Customer Service Planning Manage Customer Relations Distribute Direct Mail Message Prepare DM message Print Direct Mail Message Select target Prepare Business Case Fulfill Orders Returns management Innovative distribution services Creative services Lettershop Consult-ing Logistics Databases, information, mailing lists New roles for Posts? Strategic decisions!
    • Where do I start? Quick wins!
    • Digital opportunities driving and adding value to direct mail
      • Digital media’s ability to provide data and analytics linked to individual customers and addresses, allowing more targeted and effective direct mail campaigns
      • New growth opportunities: e.g. QR codes, augmented reality
      • Integrated, multi-channel campaigns
      • http://presentations.upu.int/
        • (Presentations+CEP2011+C1+DMAB)
    • How postal media needs to evolve
      • “ Posts need to go beyond price and quality propositions”
      • “ ‘ Print only’ means Posts are not participating in the entire value system” – BUT physical dimension still important
      • “ Posts need to partner and/or to develop skills”
    • 25th UPU Congress in Doha, 2012 UPU Direct Mail Advisory Board UPU Direct Marketing Advisory Board
    • Chris Lensch, NYT
    • Raquel Ferrari Programme Manager Direct Mail and Stakeholder Relations UNIVERSAL POSTAL UNION 3000 BERNE 15 SWITZERLAND +41 31 350 3534 +41 31 351 0266 www.upu.int [email_address]