How Direct Mail should COMPLEMENT Email, not compete with it
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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.
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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
- 6. The challenge? To maximize the benefits of email This is where the strength of mail comes in…
- 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
- 13. Why?
- 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
- 16. Email’s key strengths… Email Easy to file Confirmations and follow ups Easy to respond to Mail 40% 21% 57% 14% 83%
- 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.