Building on research by Royal Mail and other independent sources, this presentation is packed with interesting figures about how people consume information in todays digital world, yet physical mail still has its part to play.
How Direct Mail should COMPLEMENT Email, not compete with it
1. Mail & Digital: unlock more value from your
customer relationships…
2. How? By understanding…
The impact of
the digital
revolution
Mail’s enduring
strengths
How to use
mail and email
together
3. Remember when there were no iPhones? You should do!
2007
Apple launch the
iPhone in
November
Active 3G
connections
29%
1 million UK
accounts
696th most
visited site
2009
2010
2011
50% increase
since 2008 with
19m live
accounts
2008
iPad released
SMS outstrips
voice calls for
the first time
2012
UK households
own on average
3 mobile
enabled devices
2013
48% of emails are
read on a
smartphone
33m users with
83% access via
a mobile device
One in ten (9%)
of households
own more than
one tablet and
half of owners say
they couldn't live
without them, up
from 34% last
year
4. The digital craze…
71%
of companies are
investing more in
digital marketing
technology
Source: Econsultancy Marketing Budgets 2013 Report
But…
5. We’re living in a fast
pace, mobile world
where we are
becoming ever more
ruthless with our
digital inboxes…
51%
of emails are
deleted within
2 seconds
Source: Litmus Email Analytics, August 2013
7. Mail has higher engagement rates…
Mail
Email
69%
open all the mail
they receive
32%
Source: Quadrangle, Mail & Digital, Part 1 2013
open all
they receive
8. 100’s of emails in your inbox sound familiar?
Mail
47%
say they receive
too much mail
Email
70%
say they receive
too many emails
Source: Quadrangle, Mail & Digital, Part 1 2013
9. Mail is valued more by consumers in a digital world
1–in–3
70%
1–in–4
not only look forward to the
post arriving, but are
disappointed if they don’t
receive anything
enjoy receiving vouchers,
coupons and discounts through
the post
would give up internet on
their mobile compared
to 1–in–10 who would give
up their letterbox
Source: DMA From Letterbox to Inbox: Building customer relationships, 2013
10. Making time for the post…
1–in–4
leave their
post out to
revisit later
Source: Quadrangle, Mail & Digital, Part 1 2013
11. Email and mail have unique yet complementary roles
mail + email = improved customer
relations
12. Even customers say they want a bit of both…
51%
prefer
companies to
use a
combination of
both email and
mail
Source: DMA From Letterbox to Inbox: Building customer relationships, 2013
14. Mail’s key strengths…
Feel more
valued
17%
57%
27%
Spend time
reading it
56%
31%
Grabs
attention
Delivers a brand
impression
Easy to take in
Mail
56%
17%
55%
36%
48%
Email
15. Mail is best for a more memorable message*
57%
32%
Say they are
more likely to
remember a
message by
email
Remember
messages
delivered by
email
* Our Neuroscience study of 160 adults supports this fact and shows that messages delivered by mail are
encoded into long-term memory and have greater impact than TV or email
17. Does using email and mail together have any effect?
Yes! Together the mediums create uplift in action
13% 22% 34%
uplift on driving
consumers
to a website
uplift on
purchase
When compared to using either on its own
Source: Quadrangle, Mail & Digital, Part 1 2013
uplift on using a
coupon or voucher
18. What do mail and email get customers to do?
Mail
Ema
il
Gets customers
Gets customers
Source: Quadrangle, Mail & Digital, Part 1 2013
Thinking &
Feeling
Knowing &
Doing
19. Mail and email can work together to support you through the
entire customer life cycle…
20. Do customers prefer mail or email… it depends!
Mail
Issues or complaints
Brochures and catalogues
21%
63%
Information from companies not used before
23%
Other products and services
26%
Confirmation or follow-up messages
27%
Source: Quadrangle, Mail & Digital, Part 1 2013
57%
21%
Reminders
40%
54%
22%
Loyalty rewards
49%
43%
26%
Bills or statements
53%
36%
39%
Welcome packs
62%
Email
News and updates
42%
17%
62%
21. How to get the best out of both
Use email primarily for
Use both selectively for
Use mail primarily for
Information
Billing
Letters
Clickthroughs
Thank yous
Catalogues
Confirmations
Welcome
Coupons
Time-sensitive promotions
Renewal
Magazines
News
Newsletters
Brochures
Status/account updates
Notifications
Rewards
Feedback
Invitations
Samples
Reminders
Official/legal
Tactile/creative
Arts programmes
Source: Quadrangle, Mail & Digital, Part 1 2013
22. An example of how you might use mail and email together
23. Case Study: Monarch
A recent Monarch Airlines
campaign featured a
teaser email to make
people look out for
something in the post…
The Results? over £2.2
million in sales.
Monarch’s website saw
21.7% of DM recipients
visit.
24. Mail has a define role to play in alongside email
Mail
Gives a better impression
2013
More professional
+2 +17
-5
Easy to take in
+28
+16
Grabs my attention
+9 +12
Spend time reading it
+10+13
Feel more valued
+14+10
Do something as a result
-1
Enjoy receiving and reading
+5 +21
For sending reminders
+3 -1
Easy to file
+10 -0
Confirmation/ follow-up
+1 -7
Easier to respond to
-1
+27
+15
+3+3
Better for the environment
Source: Quadrangle: Mail & Digital Part 1, 2013
(n=1000)
Email
25. Did you know…
18-29 year olds are the
most engaged with
printed mail.
Campaigns with mail show
significantly higher ROI
than those without –
1158% compared with
320% on non mail
campaigns.
Editor's Notes
IPA Meta Analysis coming soon
How did the campaign make a difference?
Monarch couldn’t outspend established airlines in the competitive ski market. What was needed was an airline industry first that resonated with the inquisitive target audience created something that felt special. This augmented reality DM pack generated £2.2 million revenue, an ROI of 18:1.
What details of the strategy make this a winning entry?
Without the marketing budgets of the established airlines in the ski market, this augmented reality (AR) campaign helped Monarch punch above its weight by creating engagement and stand-out with opinion-setting adventure skiers. Connecting offline and online worlds delivered Monarch’s best-performing DM activity to date. The campaign also solved Monarch’s problem with insight into the skier profile and behaviour. Analysis of the Ski Club of Great Britain’s database created insightful profiles and found matches on the Monarch database. The profiles showed that Monarch’s routes would not appeal to family-focused package skiers. Independent, frequent, digitally savvy adventure skiers, keen to find their own way to Europe’s best snow were the perfect fit. These skiers are constantly researching new ski destinations and love new experiences. The challenge was to create an involving, content-rich immersive experience to satisfy their curiosity about the ski destinations Monarch serviced.
How did creativity bring the strategy to life?
DM is very important in the travel-buying process, creating destination inspiration, but to engage this audience there had to be an immersive experience too. This led to the double challenge of making the DM pack work (communicating the wealth of information the audience craved) but also delivering a content-rich digital experience. AR transported recipients to the resorts, whetting their appetite for the coming winter and inspiring them to book with Monarch. They were greeted by a video from Chemmy Alcott, Britain’s number one Olympic skier, and invited them to explore the ‘Monarch mountain’ and discover surprises. Users could click through to prices on the Monarch website to facilitate booking. A series of videos were developed with Chemmy, which were hidden across the mountain. The DM pack used a Maltese cross format to ‘build’ a mountain range so that recipients were taken on a journey of discovery as the pack unfolded.
Results
The experience delivered over £2.2 million in sales. It broke new ground by creating a wholly new approach to DM for Monarch and introducing the use of AR to the airline category. Monarch’s website saw 21.7% of DM recipients visit. One even tweeted pictures of the pack and thanked Monarch for the great information! There are still daily interactions with the AR element, with nearly 8,000 interactions from almost 1,750 unique users to date. The sticky engagement levels are further enhanced with an average interaction per user of 2.2.