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Mail meets mobile

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As digital becomes more and more accepted, not only from the younger generations, but as even older generations become larger users of technology, connecting physical marketing messages with the …

As digital becomes more and more accepted, not only from the younger generations, but as even older generations become larger users of technology, connecting physical marketing messages with the digital channel will ensure that marketing campaigns are more effective.

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  • 1. 1 Mail Meets Mobile Technology Bruce Gresham Product Manager Christina Kiani Program Director
  • 2. 2 Topics  Overview of Mail and Mobile  Multi-channel campaigns  USPS Promotions for 2014  Personalization  Measuring Response Rates  Future Mail
  • 3. 3 Mail & Mobile: Facts & Statistics  Direct Mail Outlook 1 – Expenditures in US to rise to $196B by 2016 – Increase in mail interaction including younger age groups  USPS Mail Moment Survey Results 2 – 80% look at mail daily – 75% like to see what’s in the mail – 63% is kept at least 2 days – Spend 25 minutes with direct mail  Engagement – Over 3,000 messages received per person per day – Capturing customer attention and engagement is key 1 Direct Mail Outlook: Mail Continues to Deliver by Erik Cagle 2Postcom, Oct. 2012, Gary Reblin
  • 4. 4 Mail and Mobile: Relevant Facts & Statistics  Smartphone Usage 1 – 193M in US by 2016, approximately 60% of population  Mobile Shopping – Black Friday Stats 2 – Sales on smartphone-optimized sites up 187% – Visits up 75% – Page views up 88% – Average order value up 22% – Tablet sales 14% compared to Smartphones 7% 1 Statsta 2 BrandingBrand, 2013
  • 5. 5 Mail and Mobile Meet ! Image courtesy of phalop88 / FreeDigitalPhotos.net
  • 6. 6 Multi-Channel Campaigns  Merge physical & digital channels to build brand awareness – Increased Revenue – Reduced Costs  Digital & Physical: Better Together – Consumers who receive both email & direct mail on average contribute about $17 in revenue per household.  Email only $15 of revenue  Direct Mail only $9 of revenue  Neither E-mail nor Direct Mail only $7 of revenue Source:http://www.merkleinc.com/emdmintegration/
  • 7. 7 SoLoMo  Social – Engage customers and prospects through Social Media  Local – Find and target locally  Mobile – Optimize the experience for mobile (website, payments, etc)
  • 8. 8 USPS 2014 Mobile Promotions  Mail and Digital Personalization – May - June  Emerging Technology Featuring Near Field Communication – June - September  Mail Drives Mobile Commerce – September – December  USPS Website: https://www.usps.com/business/promotions-and-incentives.htm – See appendix for more information on all 2014 incentives
  • 9. 9 Personalization Matters  Make mail personal: – Response rates increase as much as 24% over static direct mail  Names  Images  pURLs  Buying habits  More than name or demographics: how and when someone wants to receive an offer  Variable data in print, drives mobile personalization
  • 10. 10 Mobile Barcodes & Personalization  Open Source (QR Code, Datamatrix)  Image with embedded digital watermark  Proprietary Tags – SnapTags – MS Tags – And USPS Intelligent Mail Barcode (IMb)
  • 11. 11 IMb Links You to Your Customer  IMb identifies the mailer and recipient in one code providing the link to personalize a mobile message to your customer  Mobile applications that read IMb are available that can be used to read and link mail to internet 2 3 6 9 11 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 Bar- code ID Service Type Code Mailer ID (Subscriber ID) Serial Number – “Open” Digits Routing ZIPTM – “POSTNET” Digits Construct of the Intelligent Mail Barcode
  • 12. 12 IMb Barcode Advantages  No need to create, manage or print a new code – Already part of your mailing  Supports personalization – every code is unique  Changing the action of a scan can be done at any time  Real-time “touch marketing”
  • 13. 13 Analytics: Measuring Response Rates  Campaign follow-up drives improvement  Track how individual customers respond so you can increase sales over time  Test different channels and combinations
  • 14. 14 Sample Reporting  Analytics are key to determining the success and impact of a campaign – Who scans – When did they scan – Type of mobile device used
  • 15. 15 Right Now: Augmented Reality Use Concepts  Augmented Reality: – A live view of a physical, real-world environment – whose elements are augmented by computer-generated sensory input such as sound, video, graphics or GPS data – Example: NFL football and the first yard orange line on the field  Key Elements of Augmented Reality: – Trigger – Overlay – Positioning
  • 16. 16 Augmented Reality Generated using Aurasma Personalized Augmented Reality
  • 17. 17  The mobile environment offers exciting and powerful innovations  Linking direct mail with mobile technologies encourages interaction and engagement with mail – Creates new marketing channels – Establishes enhanced communication with audience – Keeps mail relevant as a marketing tool  Personalization and touch marketing are easily attainable  Let your letters come to life! Mail & Mobile Summary
  • 18. 18 Contact Information: Bruce Gresham Christina Kiani Product Manager Program Director Pitney Bowes Presort Services Bull Postal Solutions Bruce.gresham@pb.com Christina.Kiani@bull.com Phone: 704-726-6728 608-796-2876 ext 1060

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