Mailing Smarter


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This was a keynote presentation I gave at the 2008, Southern Maine Postal Customer Counsel day. Some slides are edited for public viewing.

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  • Let’s look at what the Intelligent Mail barcode can do for your business, today. The top mailpiece image is probably very familiar to most of you. The POSTNET barcode (bottom barcode), encodes the destination ZIP Code for delivery information. Additional barcodes or endorsements are required for tracking and other services. The PLANET Code applied above the address is for tracking, using today’s CONFIRM® Service, and there is text Keyline data for Address Change Service. The second envelope uses the new Intelligent Mail® barcode for letters and flats. It combines all the information into a single barcode. Today, your business can apply the Intelligent Mail® barcode on letters and flats and use them for: OneCode ACS ™ for Address Change Services; OneCode Confirm ™ for tracking and, they are acceptable for automation discounts with or without services – (as long as mailings meet the automation discount requirements). We are very excited by the opportunities and benefits that we see from this new barcode so, in January 2009, we are requiring mailers to use it to receive automation discounts. (CLICK)
  • Confirm® Service enables you to track your mail and lets your business know when your outgoing mail is delivered, and for incoming reply mail provides advance notice that a mailpiece is on the way. Traditional Confirm requires both a Planet Code and POSTNET barcode. With OneCode Confirm™ it’s easy to observe that both services are combined into one unique barcode and you gain more “real estate.” We have more than 40 subscribers representing a large number of mailers who are approved to use this service, and, the numbers are growing. In July, we scanned more than 20 million mailpieces weekly, representing more than 50 million scans. How might you use OneCode Confirm? Your business could test a direct marketing campaign with subtle variations within the campaign – Intelligent Mail can give you supporting information to determine which sub-campaign gets the best results, as responses are returned. This gives you the Power to Predict with greater precision staffing, production, and fulfillment requirements. (CLICK)
  • Intelligent Mail is about the entire mailing experience. It’s about the new Intelligent Mail barcodes. It’s about entering the mailpiece into the mail stream, and capturing all the information that travels along with the mailpiece. It’s about all the applications and processes needed to ensure information about the mail is easily accessible to the mailer and receiver. Intelligent Mail is about giving you the ability to TRACK YOUR MAIL and provide you with end–to-end visibility into the mailstream. (CLICK)
  • Mailing Smarter

    1. 1. Mailing Smarter Making Business and Promotional Direct Mail More Relevant Curtis Roberts, Maine Printing Company/MPX
    2. 2. Today’s Discussion <ul><li>Touch Point Marketing Process </li></ul><ul><li>Opportunities by Reformatting Statements </li></ul><ul><li>Key Factors in Direct Mail Creative </li></ul><ul><li>New Technologies for Mail Measurement </li></ul><ul><li>Variable Data Printing Advancements </li></ul>
    3. 3. Keep the Big Picture in Mind <ul><li>Mailing Purpose must be defined </li></ul><ul><li>Not just an event but dynamic process. </li></ul><ul><li>Who are my best prospects and where do I find them? </li></ul><ul><li>What are my customer touch points? </li></ul>
    4. 4. Touch Point Marketing Process Charting Communication Timing for Better Results
    5. 5. Newspaper Industry Case
    6. 6. Size & Shape Matters Statements and Business Mail <ul><li>It all starts with your Transactional processing system </li></ul><ul><li>Investigation reformatting all your direct mail </li></ul><ul><li>Know the impact on postage, you may be wasting big dollars </li></ul><ul><li>There are major promotional opportunities for reducing format sized </li></ul>
    7. 7. Factors for Redesign Opportunities <ul><li>Look closely before You Change Formatting </li></ul><ul><li>Understand your system and data limitations </li></ul><ul><li>Look at overall postage impact. </li></ul><ul><li>Are your statements user friendly? </li></ul><ul><li>Can you increase sales with inserts? </li></ul><ul><li>Are you a community driven business? </li></ul>
    8. 8. Main Factors for Reformatting <ul><li>Impact on Internal Operations (Financial/Human) </li></ul><ul><li>Current Inventory Supplies </li></ul><ul><li>System Limitations </li></ul><ul><li>Cost/Benefit Analysis </li></ul><ul><ul><li>Data/Programming </li></ul></ul><ul><ul><li>Print production </li></ul></ul><ul><ul><li>Customer satisfaction of current system </li></ul></ul><ul><ul><li>Operations Impact </li></ul></ul><ul><ul><li>Postage Implications: automation, size, weight, density, volume </li></ul></ul><ul><ul><li>Promotional philosophy and opportunity </li></ul></ul>
    9. 9. Paper Weight Example Paper Weight/24lb Cut Sheet <ul><li>7.00 x 11.00 size </li></ul><ul><li>1 pg = .17 </li></ul><ul><li>2 pg = .34 </li></ul><ul><li>3 pg = .51 </li></ul><ul><li>4 pg = .68 </li></ul><ul><li>5 pg = .85  </li></ul><ul><li>6 pg = 1.02 </li></ul><ul><li>8.5 x 11.00 size </li></ul><ul><li>1 pg = .2 </li></ul><ul><li>2 pg = .4 </li></ul><ul><li>3 pg = .6 </li></ul><ul><li>4 pg = .8 </li></ul><ul><li>5 pg = 1 oz.  </li></ul>
    10. 10. Postage Impact on Redesign
    11. 11. Redesign Example <ul><li>Chris working with Wise ON EXAMPLES </li></ul>
    12. 12. Value of Using Inserts <ul><li>Promotional Inserts Can Work for Your Company </li></ul><ul><ul><li>New Technology allows “Selective Inserting” </li></ul></ul><ul><ul><li>Offset operational costs with co-op insert programs </li></ul></ul><ul><ul><li>Great way for an extra cost-effective “Touchpoint” </li></ul></ul><ul><ul><li>Reformatting creates the extra space to enhance your results </li></ul></ul>
    13. 13. Your Salesperson in the Mail Keys to Good Creative <ul><li>AIDA: Your Quick Success Test </li></ul><ul><li>Attention: 2-3 sec. to engage or trash the piece? </li></ul><ul><li>Interest: Enticing enough to learn or want more? </li></ul><ul><li>Desire: Is the offer tempting? </li></ul><ul><li>Action: Does the prospect feel like they will miss out if they don’t respond now? </li></ul>
    14. 14. Oxford Networks Example
    15. 15. What Makes a Good Offer <ul><li>Customer believes there is a “perceived value” </li></ul><ul><li>It is simple: Make small type clear. </li></ul><ul><li>Make it easy to redeem </li></ul><ul><li>Call out the limited time </li></ul><ul><li>Dollars over Percentages </li></ul><ul><li>Doesn’t have to be a discount </li></ul><ul><li>Test, test, test! (A/B, side, three-way) </li></ul>
    16. 16. Offer Example #1
    17. 17. Offer Example #2
    18. 18. Offer Example #3
    19. 19. If you can’t measure it, forget it. <ul><li>Poor measurement #1 tactical error </li></ul><ul><li>Create mail metrics standards </li></ul><ul><ul><li>Response Rates: </li></ul></ul><ul><ul><li>CPM: Cost per Thousand </li></ul></ul><ul><ul><li>ROI: Revenue to sales expense </li></ul></ul><ul><ul><li>CPS/CPO: </li></ul></ul><ul><ul><li>Cost/Profit per Touch </li></ul></ul>
    20. 20. Measure the Event & Process <ul><li>Event Method </li></ul><ul><li>Qty Mailed: 100,000 </li></ul><ul><li>RR%: 2% </li></ul><ul><li>Orders: 2,000 </li></ul><ul><li>Avg. Order: $25.00 </li></ul><ul><li>Total Revenue: $50,000 </li></ul><ul><li>Less Mailing CPM: $350/m </li></ul><ul><li>Event Contribution: $15,000 </li></ul><ul><li>Cost/Order: $17.50 </li></ul><ul><li>Profit by Period </li></ul><ul><li>Orders for the period: 12,000 </li></ul><ul><li>Contact Revenue/period $250,000 </li></ul><ul><li>Contacts for Period: 600,000 </li></ul><ul><li>Period Contact Cost: $102,000 </li></ul><ul><li>Avg. Revenue/contact: $2.40 </li></ul><ul><li>Avg. Cost/contact: .17 </li></ul><ul><li>Margin/contact: $2.23 </li></ul><ul><li>Period Margin Revenue </li></ul><ul><li>from contacts: $1,338,000 </li></ul>
    21. 21. New Measuring Technologies <ul><li>PURL: Personal URL </li></ul><ul><ul><li>Creates web-page tailored to the person </li></ul></ul><ul><ul><li>Tracks exact clicks from mailing </li></ul></ul><ul><ul><li>Collects information when web form is used </li></ul></ul><ul><ul><li>Great for online surveys, calculators </li></ul></ul><ul><ul><li>Action device that enhances response </li></ul></ul><ul><ul><li>Can be used in concert with broadcast microsites </li></ul></ul>
    22. 22. Biddeford Case Study
    23. 23. New Measuring Technology <ul><li>Variable Barcode Scanning </li></ul><ul><ul><li>Retail locations have troubling track mail </li></ul></ul><ul><ul><li>Usually “generic” barcode scan </li></ul></ul><ul><ul><li>Variable inkjet barcode tie in specifics </li></ul></ul><ul><ul><li>Track promotional traffic by retail location </li></ul></ul><ul><ul><li>Allows tracking with large runs, and multiple locations </li></ul></ul>
    24. 24. Orvis Retail Stores
    25. 25. New Measuring Technology <ul><li>Web Interactive Tool </li></ul><ul><ul><li>The Web challenge is to convert clicks to orders </li></ul></ul><ul><ul><li>Customers like easy search tools to manage content </li></ul></ul><ul><ul><li>Custom web pages create a more personal relationship </li></ul></ul><ul><ul><li>Allow business to capture information into a relational database </li></ul></ul><ul><ul><li>Closed loop system pushes out custom e-mail and direct mail </li></ul></ul><ul><ul><li>Allow business to follow up with relevant information </li></ul></ul><ul><ul><li>Proven to covert more web inquiries into sales </li></ul></ul>
    26. 26. CMCC Case Study
    27. 27. Advances in Variable Printing <ul><li>Speaking to the individual Pays Off Big Time! </li></ul><ul><ul><li>One-to-One direct mail enhances Response Rates and Average Order </li></ul></ul><ul><ul><li>Integrates text and images with print streams </li></ul></ul><ul><ul><li>Very cost effective on short runs </li></ul></ul><ul><ul><li>Look at ROI not CPM </li></ul></ul><ul><ul><li>Programming costs & data platforms are key to success </li></ul></ul><ul><ul><li>Use variable data that will impact response </li></ul></ul><ul><ul><li>Prices will range widely among suppliers, look for deals </li></ul></ul>
    28. 28. Bowdoin Case Study
    29. 29. Hebron Case Study
    30. 30. Intelligent Mail Overview <ul><li>Mailing Unlimited Content </li></ul>
    31. 31. Letters and Flats FROM THIS TO THIS
    32. 32. Today’s OneCode Confirm™ <ul><li>40+ subscribers approved & activated (represents many different mailers) - continuing to gain new subscribers </li></ul><ul><li>As of July 2007 - more than 20 million mailpieces weekly - more than 50 million scans weekly - and growing </li></ul>
    33. 33. Your Vision <ul><li>Power to: </li></ul><ul><li>Track </li></ul><ul><li>that important </li></ul><ul><li>mailpiece in near </li></ul><ul><li>real-time </li></ul>