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Direct Mail:
Still a viable tool
in your marketing
strategy
August 1, 2013
Steve Krejcik
Director of Strategic Technical B...
Introductions
Christine J. Erna
Six Sigma Greenbelt
Senior Consultant
Enterprise Postal Consulting
Christine J. Erna is a ...
AGENDA
 Integrating Direct Mail and Email: The perfect pair
 Mobile Barcodes and new upcoming technologies
 Direct Mail...
AGENDA
 Integrating Direct Mail and Email: The perfect pair
 Mobile Barcodes and new upcoming technologies
 Direct Mail...
Objective / Integration
Channel Delivery
The blending of different communications and delivery
channels that are usually r...
Combine email marketing and direct mail for maximum effect.
Over 82% of companies are using integrated direct marketing, d...
Integrate email marketing and direct mail for maximum effect.
The reason is clear. Studies have
shown that using direct ma...
Integrate email marketing and direct mail for maximum effect.
So while direct mail is still a powerful
direct marketing ta...
9
AGENDA
 Integrating Direct Mail and Email: The perfect pair
 New upcoming technologies and Mobile Barcodes
 Direct Ma...
10
USPS technology incentives with postage discounts
Emerging Technologies Promotion
This promotion is designed to build o...
11
Other new and upcoming technologies for direct mail
Augmented reality (AR), which overlays text, images, or video over ...
12
Other new and upcoming technologies for direct mail
13
Other new and upcoming technologies for direct mail
Near Field Communication (NFC): Near field communication creates a ...
14
Other new and upcoming technologies for direct mail
NFC tags and stickers are programmable like a flash drive is. They ...
Mobile Barcodes: More than just QR technology
Program Description:
The 2013 Mobile Buy-It-Now Promotion provides business ...
Mobile Barcodes: More than just QR technology
16
IMb Solution for
USPS Promotions
17
Other new and upcoming technologies for direct mail
SnapTags
SnapTags are 100% Branded
18
Other new and upcoming technologies for direct mail
MS Tags
Here is an
example of a
digital watermark.
Picture Permit Promotion:
19
Picture Permit provides commercial mailers the creativity and flexibility to
customize the pe...
Picture Permit Promotion:
20
Benefits
Boost mailpiece visibility, value, and open rate
Raise brand awareness
Enhance your ...
21
AGENDA
 Integrating Direct Mail and Email: The perfect pair
 Mobile Barcodes and new upcoming technologies
 Direct M...
22
ROI from Direct Mail today and tomorrow
 Promoting business using the right message to the
right person through the ri...
23
ROI from Direct Mail today and tomorrow
“If you can’t measure it, you can’t manage it.” Peter Drucker
Right Person + Ri...
Data Intelligence Print & Mail e-Media
 Promoting business using the right message to
the right person through the right ...
25
ROI from Direct Mail today and tomorrow
ROI: Summary of DM-Driven Sales Per $1 of DM Advertising
Return by Medium 2004 ...
26
AGENDA
 Integrating Direct Mail and Email: The perfect pair
 Mobile Barcodes and new upcoming technologies
 Direct M...
27
 Accurately identify in-home dates at the record level
 Coordinate additional touch points such as email or mobile me...
28
IMb Tracing™
Knowledge = Efficiency
Visibility sending out or receiving
Benefits
 Plan for timely delivery
 Understan...
29
AGENDA
 Integrating Direct Mail and Email: The perfect pair
 Mobile Barcodes and new upcoming technologies
 Direct M...
30
Take Aways…….
 Utilize Multichannel Marketing to
improve your customer connections
 Take advantage of USPS Promotions...
31
Q&A Session
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Direct Mail: An essential tool in your marketing strategy

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While new technologies have put direct mail on the proverbial back burner, direct mail is remarkably alive and well. Direct Mail ROI averages 4.5% vs. email at 0.5%. View this webinar to learn more about pairing direct mail with new vibrant technology to make your marketing campaigns excel.

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  • 2011 We did the build for functionality Making it intuitive to understand
  • Mention paper suppression through existing e2, soon-to-come Volly + our deep consumer research that can be applied on removing the barriers to paper suppression by consumers.
  • Transcript of "Direct Mail: An essential tool in your marketing strategy"

    1. 1. Direct Mail: Still a viable tool in your marketing strategy August 1, 2013 Steve Krejcik Director of Strategic Technical Business Development Pitney Bowes Presort Services, Inc. Christine J. Erna Senior Consultant Enterprise Postal Consulting Pitney Bowes Management Services
    2. 2. Introductions Christine J. Erna Six Sigma Greenbelt Senior Consultant Enterprise Postal Consulting Christine J. Erna is a Senior Consultant with Pitney Bowes’ Enterprise Postal Consulting team. She brings more than 25 years of experience in direct mail marketing, design, analysis, and training - including 18 years with the United States Postal Service as a mailpiece design analyst and educator. She combines extensive knowledge of postal rates, USPS regulations and technology with Six Sigma process improvement strategies to help client analyze and improve their end-to-end mailing processes. Steve Krejcik Director of Strategic Technical Business Development Pitney Bowes Presort Services Steve is the Director of Strategic Technical Business Development for Pitney Bowes Presort Services. He has over 24 years in the mailing industry developing and marketing presort software. Steve has lead several MTAC groups including The Implementation of Intelligent Mail and PostalOne! Users Group. He is on the Board of Directors and First Vice President for the National Association of Presort Mailers (NAPM), and a member of the Board of Directors for the Association for Mail Electronic Enhancement (AMEE). 2
    3. 3. AGENDA  Integrating Direct Mail and Email: The perfect pair  Mobile Barcodes and new upcoming technologies  Direct Mail ROI - today and tomorrow  Getting the most out of your IMb data  Summary  Q&A 3
    4. 4. AGENDA  Integrating Direct Mail and Email: The perfect pair  Mobile Barcodes and new upcoming technologies  Direct Mail ROI - today and tomorrow  Getting the most out of your IMb data  Summary  Q&A 4
    5. 5. Objective / Integration Channel Delivery The blending of different communications and delivery channels that are usually reinforcing in attracting, retaining, and building relationships with customers. 5
    6. 6. Combine email marketing and direct mail for maximum effect. Over 82% of companies are using integrated direct marketing, deploying traditional offline media such as direct mail with online media such as email, according to the Direct Marketing Association (DMA). 6
    7. 7. Integrate email marketing and direct mail for maximum effect. The reason is clear. Studies have shown that using direct mail and email in integrated campaigns creates synergies that boost response over using either medium alone. One Marketing Sherpa study showed that using email with direct mail increased response by nearly 30% over direct mail alone. 7
    8. 8. Integrate email marketing and direct mail for maximum effect. So while direct mail is still a powerful direct marketing tactic, it works even better when integrated with email, which has the highest return on investment (ROI) of any direct marketing technique according to the DMA, and is by far the most effective technique to engage prospects according to Silverpop. 8
    9. 9. 9 AGENDA  Integrating Direct Mail and Email: The perfect pair  New upcoming technologies and Mobile Barcodes  Direct Mail ROI - today and tomorrow  Getting the most out of your IMb data  Summary  Q&A
    10. 10. 10 USPS technology incentives with postage discounts Emerging Technologies Promotion This promotion is designed to build on the goals of past mobile barcode promotions and to continue to promote awareness of how innovative technology, such as Near-Field Communication, Augmented Reality can be integrated with a direct mail strategy to enhance the value of direct mail. The mailpiece must meet the requirements for at least one of the two following scenarios: 1. Near-Field Communication (NFC) Component: The physical mailpiece must contain a NFC smart tag or RFID chip that allows information to be transmitted from the mailpiece to a mobile device. For example, the smart tag could upload a mobile coupon to a mobile wallet when scanned by a mobile device. 2. Augmented Reality Component: The physical mailpiece must contain print that allows the user to engage in an augmented reality experience that is facilitated by a mobile device or computer. The augmented reality experience must have the following characteristics: it combines real and virtual, it is interactive in real time, and it is registered in 3-D. 3. Authentication Component: The physical mailpiece must integrate the attributes of physical mail, including delivery to a physical address, with mobile technology, and the user must be able to complete authentication processes for customers, potential customers, and/or mail recipients that meet their needs. Mailers must get prior approval for their proposed authentication uses from the USPS program office to be eligible for this discount. The Emerging Technologies Promotion discount is 2% of eligible postage.
    11. 11. 11 Other new and upcoming technologies for direct mail Augmented reality (AR), which overlays text, images, or video over physical objects, is one of those technologies that gets marketers really excited. If you send an Augmented Reality enhanced direct mail promotional campaign between August 1, 2013 and September 30, 2013 you can take advantage of special postage discounts. It’s true! Retailers and marketers can save 2% on postage when they use Augmented Reality campaigns to enhance their direct mail print content.
    12. 12. 12 Other new and upcoming technologies for direct mail
    13. 13. 13 Other new and upcoming technologies for direct mail Near Field Communication (NFC): Near field communication creates a two-way communication link between 2 devices with Radio-Frequency Identification (RFID) capabilities. Instead of scanning a barcode with your phone you wave your phone in front of NFC printed tags or stickers. People will be looking for these just like they do QR codes today, only much more fun.
    14. 14. 14 Other new and upcoming technologies for direct mail NFC tags and stickers are programmable like a flash drive is. They are also reprogrammable or lockable. With NFC tags, stickers and paper you can do things like:  Change the phone settings  Ringer volume  Turn Bluetooth on/off  Turn Wi-Fi on/off  Set an alarm  Join a Wi-Fi network  Launch an application  Display a message  Send a text  Open a web-page  Show an address or location  Social Media, foursquare, Facebook, twitter and more
    15. 15. Mobile Barcodes: More than just QR technology Program Description: The 2013 Mobile Buy-It-Now Promotion provides business mailers with an upfront two percent postage discount on Standard Mail® and First-Class Mail® letters, flats and cards (presort and automation) that include a two-dimensional (2-D) barcode or print/mobile technology that can be read or scanned by a mobile device. The technology must directly lead the recipient to a mobile optimized webpage that allows the recipient to purchase an advertised product through a financial transaction on the mobile device. November 1, 2013 – December 31, 2013 15 2013 MOBILE BUY-IT-NOW PROMOTION
    16. 16. Mobile Barcodes: More than just QR technology 16 IMb Solution for USPS Promotions
    17. 17. 17 Other new and upcoming technologies for direct mail SnapTags SnapTags are 100% Branded
    18. 18. 18 Other new and upcoming technologies for direct mail MS Tags Here is an example of a digital watermark.
    19. 19. Picture Permit Promotion: 19 Picture Permit provides commercial mailers the creativity and flexibility to customize the permit indicia space of a First-Class or a Standard mailpiece by adding a business-related image such as a company logo, trademark or brand (color images only). Mailers who have an approved Picture Permit Indicia will be eligible to participate in the promotion, which runs from Aug. 1 through Sept. 30. During this period product fees will be waived for mailers with an approved Picture Permit Indicia. The Promotion eliminates the fees which are 1 cent per piece for First-Class Mail automation letters and postcards and 2 cents per piece for Standard Mail. Template available from USPS RIBBS website
    20. 20. Picture Permit Promotion: 20 Benefits Boost mailpiece visibility, value, and open rate Raise brand awareness Enhance your mailpiece by making use of prime “real estate” in indicia area Promote company products and services Requirements Logos, brand images, or trademarks Color images only Full-Service Intelligent Mail® barcode Nominal per piece fee in addition to postage Application, design approval, and sampling in advance The Full-Service IMb is required for Picture Permit mailings
    21. 21. 21 AGENDA  Integrating Direct Mail and Email: The perfect pair  Mobile Barcodes and new upcoming technologies  Direct Mail ROI - today and tomorrow  Getting the most out of your IMb data  Summary  Q&A
    22. 22. 22 ROI from Direct Mail today and tomorrow  Promoting business using the right message to the right person through the right channel  Engage customers through print, electronic, mobile pages and social media  Customizable mobile sites for smartphone and tablet user interaction Data Intelligence Print & Mail Email Traditional Media Channels Solutions  Personalize materials with QR Codes  See where and when your customers interact with your mobile site  Track and measure engagement Channel/Solution Integration e-Media Digital MailboxQR Codes Mobile Solutions Prospect Experience
    23. 23. 23 ROI from Direct Mail today and tomorrow “If you can’t measure it, you can’t manage it.” Peter Drucker Right Person + Right Message + Right Time = ROI The first and most important step in calculating your direct mail ROI is to set up some method of tracking responses to your campaign
    24. 24. Data Intelligence Print & Mail e-Media  Promoting business using the right message to the right person through the right channel  Engage customers through print, electronic, mobile pages and social media  Customizable mobile sites for smartphone and tablet user interaction  See where and when your customers interact with your mobile site  Track and measure engagement Multi-Channel Marketing 24
    25. 25. 25 ROI from Direct Mail today and tomorrow ROI: Summary of DM-Driven Sales Per $1 of DM Advertising Return by Medium 2004 2008 2009 2010 2014 Direct Mail $12.33 $12.55 $12.53 $12.57 $12.61 Direct Mail (Non- Catalog) $15.59 $15.52 $15.22 $15.28 $15.48 Direct Mail (Catalog) $7.06 $7.28 $7.32 $7.34 $7.27 According to the Direct Marketing Association (DMA), in 2010 every dollar spent on direct marketing advertising resulted in $12.57 in direct marketing-driven sales, on average. Source: The Direct Marketing Association (DMA), The Power of Direct Marketing, 2009-2010
    26. 26. 26 AGENDA  Integrating Direct Mail and Email: The perfect pair  Mobile Barcodes and new upcoming technologies  Direct Mail ROI - today and tomorrow  Getting the most out of your IMb data  Summary  Q&A
    27. 27. 27  Accurately identify in-home dates at the record level  Coordinate additional touch points such as email or mobile messaging around in-home dates  Analyze response times based upon in-home dates  Confirm that mail reached it’s intended targets  Compare and trend delivery times for different classes of mail Use IMb Tracing™ as a tool to more effectively evaluate test results IMb Tracing™ Uses the IMb on the mailpiece to track an individual piece of mail through the postal system.
    28. 28. 28 IMb Tracing™ Knowledge = Efficiency Visibility sending out or receiving Benefits  Plan for timely delivery  Understand regional differences  Meet timing objectives  Anticipate response needs  Map out cash flow  Schedule staff  Better customer service (anticipating payments)
    29. 29. 29 AGENDA  Integrating Direct Mail and Email: The perfect pair  Mobile Barcodes and new upcoming technologies  Direct Mail ROI - today and tomorrow  Getting the most out of your IMb data  Summary  Q&A
    30. 30. 30 Take Aways…….  Utilize Multichannel Marketing to improve your customer connections  Take advantage of USPS Promotions  Test, track and improve your Direct Mail ROI  Utilize all the benefits of the IMb Summary
    31. 31. 31 Q&A Session
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