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Direct mail stats & best practices 2013

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Direct mail statistics and best practices. Talking about response rates, creativity, targeting, offers, etc.

Published in: Marketing, Business
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Direct mail stats & best practices 2013

  1. 1. The Power of Direct Mail November 27, 2013 1
  2. 2. Attention Deficit World-Order
  3. 3. Why Mail? A question of clutter.
  4. 4. A question of clutter Only 2 ads on average per day in mailbox
  5. 5. Break-through the clutter. % of Canadians that receive advertising / promotional messages DAILY email text mail Q: How often do you receive personally addressed advertising mail in your mailbox/ promotional emails / promotional text messages on your cell phone or mobile device / promotional messages on social networking sites / promotional phone calls to your home phone? Base: Total respondents receiving advertising from each method (n=Varies)
  6. 6. Why Mail? A question of reach.
  7. 7. Canadian Perspective – Reach Effectiveness SourSource : BBM / PMB / Nadbank - Courtesy of Publicis advertising agency ce: BBM RTS Canada, Fall 2010 (as cited in Canadian Marketing Association’s Marketing Facts: 2011 Edition)
  8. 8. 35 MILLION Citizens per Year 400,000 180,000 New Addresses (To Speak To) Move People per Year
  9. 9. % of Population in Multi-dwelling Buildings CANADA …………………24% Ontario……………………26% Quebec……………………27% Alberta…………………….18% B. Columbia………………26% Toronto…………………...61% Montreal…………………. 52% Calgary……………………20% Vancouver………………..55% Ottawa…………………….31% …And only the mailman has the key !
  10. 10. Why Mail? A question of consumer preference.
  11. 11. Canadians’ Preferences Source: Epsilon Channel Preference Study – Dec 2012
  12. 12. Canadian Channel Preferences Source: Epsilon Channel Preference Study – Dec 2012
  13. 13. A question of consumer preference. Advertising mail (net) = 36% Q: What is the one media you would prefer a company or brand use to send you a promotional message? Base: Total respondents (n=800) (Note: One answer only accepted))
  14. 14. Why Mail? Canadians Mail
  15. 15. Canadians Love Mail Look forward to what’s in the mailbox
  16. 16. Canadians Love Mail Receiving mail is a real pleasure.
  17. 17. Why Mail? It works. It gets results.
  18. 18. Mail just works. Read their mail as soon as they receive it. Read their mail later that same day.
  19. 19. Mail just works. Read mail that is personally addressed to them. Will open mail from a company/organization that they know.
  20. 20. “ There are reasons why a company that controls nearly 70% of internet traffic still sends direct mail.” – Accurateleads, prweb.com http://www.prweb.com/releases/2011/8/prweb8729840.html
  21. 21. Great Results with Direct Mail.
  22. 22. Citizens Respond to Direct Mail
  23. 23. Print Advertising Reach and Recall The mailbox has a greater recall than other paper-based delivery methods. % of Canadians who remember receiving at least one piece of doorstep print advertising in… Mailbox 88% Community Newspaper Insert 49% Daily Newspaper Insert 42% Publisac / Adbag / Other Not stated 27 Source: Canada Post Marketing Research Study, CP 11-217 43% 1% CONFIDENTIAL | 27
  24. 24. Trust & Recommendation .
  25. 25. +14% WITH DIRECT MAIL WITHOUT DIRECT MAIL Post campaign research conducted by ICOM: Global package goods brand survey 29
  26. 26. +16% WITH DIRECT MAIL WITHOUT DIRECT MAIL Post campaign research conducted by ICOM: Global package goods brand survey 30
  27. 27. Why Mail? Touch the Senses .
  28. 28. “Greater emotional processing is facilitated by the PHYSICAL MATERIAL than the virtual.” Source: Millward Brown: Case Study Understanding Direct Mail with Neuroscience, 2009 THE IMPACT OF physical
  29. 29. 33
  30. 30. GETTING TO 1.2% or 3.4 AND BEYOND! %
  31. 31. Direct Mail Best Practices
  32. 32. Know Your Consumer.
  33. 33. traditional
  34. 34. Customer Journey
  35. 35. relationship
  36. 36. need share learn diversify choose deepen prepare use THE CUSTOMER journey
  37. 37. The Exquisite Importance of Timing.
  38. 38. Campaign Scheduling Month ranking response rates:     First - December Second - June Third - September Fourth - January Canada Post High Volume Months:  March, April, May, Sept, Oct, Nov 44
  39. 39. Create Synergy.
  40. 40. 46
  41. 41. Dm Dm + Em Em = ROI ROI 47
  42. 42. DM EM Instant Long shelf life Can involve all 5 senses Low cost Allows more frequency Tangible Trusted
  43. 43. Synergy Improves Results Direct Mail Only Direct Mail and E-mail 100% 100% Received 51% 53% Read (Net) 11% 16% 6% Read and kept as a reference for later 16% Saved for later Made a purchase Source: Canada Post Marketing Research Study, CP 11-217 2% 6% x3
  44. 44. SEM/SEO video newsletters display Image courtesy of email
  45. 45. direct mail email series online interactive brochure retargeting
  46. 46. DIRECT MAIL & EMAIL EMAIL ALONE DIRECT MAIL ALONE lift in total sales
  47. 47. +30 % INCREASE IN SALES OVER PREVIOUS YEAR
  48. 48. Target
  49. 49. HOUSE FILE RESPONSE LISTS COMPILED LISTS + OVERLAY COMPILED LISTS UNADDRESSED list types
  50. 50. Targeting: Ease vs. Effectiveness Ease of Targeting Effectiveness Most Effective Toughest Psychographic Demographic Geographic Easiest Least Effective Source: Canadian Marketing Assn and Canada Post Corp 56
  51. 51. Target by Group Classifications 57
  52. 52. Creative
  53. 53. Role of Direct Marketing Creative • Your direct marketing package must pass four levels: 1. 2. 3. 4. • Get Noticed Get Opened Get Read Elicit a Response Each level demands a greater customer commitment. 59
  54. 54. the formats
  55. 55. postcards
  56. 56. selfmailers
  57. 57. foldouts
  58. 58. Personalized with Contact’s Name Image courtesy of booklets
  59. 59. Image courtesy of package
  60. 60. Image courtesy of dimension al
  61. 61. Images courtesy of Information Packaging specialty
  62. 62. CUSTOM indicia
  63. 63. stimulate interactio n
  64. 64. QRcodes Personal URLs Photo courtesy of Creative Marketing Solutions USB keys
  65. 65. A
  66. 66. Example: Surprise with Pop-Ups A flat Addressed Admail piece will create an impact when it becomes DIMENSIONAL upon opening Sample Courtesy of Innovative Graphics
  67. 67. tell a story
  68. 68. Image courtesy of
  69. 69. The BMW M6 Creates Its Own Direct Mail | Co.Create: Creativity Culture Commerce Image courtesy of Co.Create
  70. 70. Copywriting for Direct Mail If someone says “That is a great mailing.”, then you’ve gone in the wrong direction. What you want to hear is “That’s a great product (or service). I’d love to have it.”
  71. 71. create relevance
  72. 72. WIIFM?
  73. 73. benefits
  74. 74. Image courtesy of right for me!
  75. 75. 30,240 UNIQUE VARIATIONS 84
  76. 76. Image courtesy of
  77. 77. Image courtesy of
  78. 78. create urgency
  79. 79. Image courtesy of
  80. 80. Ten Rules for Effective Letters 1. Use a one-to-one conversational style. 2. Personalize with correct name & address. 3. Choose an easy to read typeface (12 point min). 4. Make the offer in the first paragraph. 5. Use action words throughout your letter. 6. Repeat the offer, repeat the offer, repeat the offer. 7. Offer a min of three response options: phone, BRM, email/web, walk-in. 8. Offer incentives for early responders: include an expiry date. 9. Use an actionable “P.S.” 10. It’s about the benefits to the customer, not about you.
  81. 81. Offer
  82. 82. Types of Offers • • • • • • • • Free gifts Free shipping Free consultation Free trial Samples Introductory offer Pre-order Loyalty programs • • • • • Guarantees Deadline dates Limited stock Payment terms Contests & sweepstakes • Friend-get-a- friend promo • Discounts • Special privileges
  83. 83. Great Offers are Key
  84. 84. Image courtesy of
  85. 85. Test!
  86. 86. Increasing Response Rates 1 Static, B&W 2 Plus Personalization 44% 3 4 Plus Colour Personalization Plus Colour 45% 135% Source: Romano & Broudy 5 Plus Variable Content 500%
  87. 87. The Power of Direct Mail November 27, 2013 97

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