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Global Mail Innovations


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A global perspective on innovative uses of mail.

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Global Mail Innovations

  1. 1. 2014 Enterprise Client Summit Global Mail Innovations Gary Reblin, VP, New Products & Innovation United States Postal Service
  2. 2. 2014 Enterprise Client Summit Direct Mail is Evolving & Adapting Mobile Explosion Digital Integration eCommerce Growth Small Business
  3. 3. 2014 Enterprise Client Summit Direct Mail is Relevant 73% of Consumers said they prefer direct mail for brand communication1 51% of Consumers pay more attention to the information received2 52% of Businesses are currently using QR codes in their catalogs3 1Epsilon: Channel preference for both Mobile and non-Mobile Consumers 2Epsilon: Channel preference for both Mobile and non-Mobile Consumers 32013 Multichannel Merchant Outlook
  4. 4. 2014 Enterprise Client Summit Direct Mail Delivers the strongest ROI
  5. 5. 2014 Enterprise Client Summit Source: Target Marketing B-C 2013 Annual Media Usage Survey
  6. 6. 2014 Enterprise Client Summit Source: Target Marketing B-C 2013 Annual Media Usage Survey
  7. 7. 2014 Enterprise Client Summit Amount in Billions Source: Winterberry Group analysis of multiple sources Direct mail up 1.1%
  8. 8. 2014 Enterprise Client Summit Mobile Commerce
  9. 9. 2014 Enterprise Client Summit Source: Pitney Bowes Ecommerce Solutions, Mobile Commerce Continues to Grow •Online sales in 2013 grew over 26% over 2012 •Mobile commerce sales increased 68% in 2013 to nearly $42 billion •1/3 of all online sales are made on mobile devices Source: IBM, Dec. 2013 Source: eMarketer, Sept. 2013 Source: IBM, Dec. 2013 •Global Mobile Commerce 2011 – 2016 Average Compound Annual Growth Rate 40%
  10. 10. 2014 Enterprise Client Summit Global Trends Relevant to the Mail
  11. 11. 2014 Enterprise Client Summit Mail + Mobile an Optimum Connection Provides a jumping off point • Mobile purchases • Mobile coupon • Mobile-optimized web site • Responsive web site
  12. 12. 2014 Enterprise Client Summit Adornably
  13. 13. 2014 Enterprise Client Summit
  14. 14. 2014 Enterprise Client Summit • Engages emotional processing centers • Leaves deeper footprint in brain • Mail provides a tactile response that stimulates the senses, creating a more positive brand association and lasting memory But we can do more… Source: Millward Brown, 2009 Mail is real to the brain
  15. 15. 2014 Enterprise Client Summit
  16. 16. 2014 Enterprise Client Summit
  17. 17. 2014 Enterprise Client Summit Postal Technology Ecosystem: Key Players Post Key Requirements • High Conversion rates • Promotions that integrate technology with mail Technology Partner Key Requirements • High adoption of technology • Successful consumer response Mailers / Businesses Key Requirements • High Conversion rates • Low investment / Low risk • Enhanced profitability Consumers Key Requirements • Surprise and delight • Relevant content • Easy to use technology • Innovative
  18. 18. 2014 Enterprise Client Summit Other Posts Use Emerging Technologies UK Royal Mail partnered with Digital Space to make mail interactive using Digital Watermarking Post NL started “Er is Post,” a quarterly magazine featuring pages with Augmented Reality Spain’s Correos created “Tu Sello,” allows private companies to customize QR Code Postage Stamps Australia Post’s Postcards App postcards with photos and texts created through a mobile app Source: Mobile Marketing Magazine, Layar, Kyero, Australia Post
  19. 19. 2014 Enterprise Client Summit Poste Italiane offers Hybrid Mail, linking digital communications to physical mail pieces across the world 19 Watch Video Sent to .post email address Local post prints and delivers Create digital communication Directed to destination country Source: Post ItalianeCopyright 2013 Accenture Federal Services LLC. All Rights Reserved. Confidential/Proprietary.
  20. 20. 2014 Enterprise Client Summit Promotions
  21. 21. 2014 Enterprise Client Summit Promotions are Evolving 2011 Mobile Barcode 2012 Mobile Commerce & Personalization 2013 Shopping 2014 Promotional Calendar
  22. 22. 2014 Enterprise Client Summit Integrate Mobile Technology • Build upon previous promotions and continue strategy to encourage mailers to integrate direct mail with mobile technology Evolve mail for new uses • Color promotions • Variable data printing • Premium advertising Drive Trial of New Technology • Leverage the value of innovative direct mail techniques that are effective but less widely used 2014 Calendar Objectives
  23. 23. 2014 Enterprise Client Summit Explore New Ways to Evolve Promotions • Longer promotional periods • Flexible promotional periods • Multiple years 2015 Calendar Objectives
  24. 24. 2014 Enterprise Client Summit Transaction Mail
  25. 25. 2014 Enterprise Client Summit 97% of customers open their bills and statements Consumers spend an average of two to three minutes reviewing each statement they receive in the mail 20% of consumers spend five minutes or more Transaction Mail is Read
  26. 26. 2014 Enterprise Client Summit Postal Organization Description Paid / Free bPost RelatioMail Increase a company’s transactional mail. 1. Approach, design and document creation 2. Monitoring of responses Paid Australia Post TransPromotion Promotional features inside a transactional mail with messages that are personalized, relevant and increase communication effectiveness. Paid UK Royal Mail Statement Optimization Test the effectiveness of transactional mail with information and services to make transactional mail more effective Free/ Paid Australia Post eLetter Desktop Software to create transactional email templates that will print and mail these emails to the database attached by the customer Paid TNT Post TRANSEND Hybrid mail solution that sends letters or postcards from PC 1. Customer creates the document , TNT post will print, fulfill and post it Paid Eesti Post Electronic Mail Center Electronic Mail Center users creates e-mails securely and the postal service prints and delivers Paid International Posts : Transactional Mail Services
  27. 27. 2014 Enterprise Client Summit Value of Hardcopy Mail *Majority of Cost came from Call Center
  28. 28. 2014 Enterprise Client Summit United Health Group Mailing Test Test color vs. black & white print – If color print would result in more employees signing up for UHG/USPS healthcare plan Target: Qualified USPS temporary employees Results: – 14.92% response in control – 24% increase from base response USPS Test with First - Class Mail
  29. 29. 2014 Enterprise Client Summit Goal: Slow diversion by adding value to hard copy • Weight – 2 Oz Free • Promotions • Technology
  30. 30. 2014 Enterprise Client Summit 2014 and Beyond Enhanced Shipping Networks QR Codes Augmented Reality Visibility NFC Enhanced Returns New Products and Innovation working to make it easier to you to do business with the Postal Service
  31. 31. 2014 Enterprise Client Summit Thank You Gary Reblin VP, New Products & Innovation