In this digital age, direct mail and e-mail have to reinvent themselves to earn their spot in the media mix. How can intelligent use of customer data, compelling creative and innovative production techniques give your acquisition and loyalty programmes a ROI boost? Fifteen cases with proven results – both B2B and B2C – will be your source of inspiration for response-driven 1-to-1.

1. BBDO Connect
What a difference DM makes !

3. www.bbdo.be/connect/

5. Metrics says
48% of the
attendees are
a customer.
48% Customer
23% Not customer yet
21% Can’t be a customer
8% Could not be allowed

6. Customer information
is at the absolute heart
of all truly successful
direct marketing

7. Which of the following types
of advertising do you ignore,
delete, throw away immediately
without looking?

8. Ignores adverts that pop up on the
website
79% 61
Consumer actual
attitudes
Marketers perception
of consumer attitudes
% Source: fast.MAP Marketing-GAP, August 2012

9. Ignores request from a company to
become a friend on Facebook or simular
50% 66%
Consumer actual
attitudes
Marketers perception
of consumer attitudes
Source: fast.MAP Marketing-GAP, August 2012

10. Ignores email addressed to you from a
company you have some relationship with
15% 13
Consumer actual
attitudes
Marketers perception
of consumer attitudes
% Source: fast.MAP Marketing-GAP, August 2012

11. Ignores a letter addressed to you from a
company you have some relationship with
12% 13
Consumer actual
attitudes
Marketers perception
of consumer attitudes
% Source: fast.MAP Marketing-GAP, August 2012

12. DM works best
in a relationship

13. What makes you decide to throw
away an unopened mail pack?

14. Not interested in
55% 49%
the product the company
44%
DM
Source: fast.MAP Marketing-GAP, August 2012

15. Relevant
offerings from a
trusted brand

16. ?

18. Chance to buy advertised products
(% higher probability)

19. Advertising that is credible and honest
72% 85%
Consumers,
self report
Consumers, as assessed
by advertiser
Source: Bond van Adverteerders Nederland (2009)

20. Advertising that is functional and that
helps me take decisions
62% 83%
Consumers, Consumers, as assessed
self report by advertiser
Source: Bond van Adverteerders Nederland (2009)

21. Advertising that informs me on the
moment that I want, 'on demand'
58% 94%
Consumers,
self report
Consumers, as assessed
by advertiser
Source: Bond van Adverteerders Nederland (2009)

22. Advertising that is personal and based
on my preferences
49% 98%
Consumers,
self report
Consumers, as assessed
by advertiser
Source: Bond van Adverteerders Nederland (2009)

23. Attractive, seductive advertising
36% 87%
Consumers,
self report
Consumers, as assessed
by advertiser
Source: Bond van Adverteerders Nederland (2009)

24. INCITEWORK

25. How to make sure we understand
all influencers and stakeholders?
How to make sure we master the
consumer journey?
How to make sure our creative
brief is based on true insights?

26. The process
DEVELOP
EXPERIENCE
EXPLORE THE UNCOVER CHART
EXPLORE THE SITUATION DEFINE NEEDS BLUEPRINT &
LANDSCAPE INSIGHTS JOURNEY
CREATIVE
BRIEF
Objectives,
ROI/ROE, KPI Competitive Human Cross-Platform Experience
Goals & User Profiles &
& Measurement Review & Behavior & Touch-points / Blueprint &
Stakeholder Scenarios
Plan Analysis Motivation Ecosystem Requirements
Needs

27. Explore the situation

30. 75%
FEMALE
RESPONS

31. Goedemorgen Henny,
Wat leuk dat je ons gaat inspireren,
Ik hoop er bij te kunnen zijn maar ga die week
Dag Henny, Een leuk ook verhuizen, dus ik ga mijn best doen.
initiatief! Wat willen we opsteken?
Waar moet ik beginnen ;-)
Dag Henny Sorry even uit het oog verloren
maar ja toch wel een paar vragen.Ik zet de 1ste
maart al in mijn agenda!

32. 36 inspiring cases

33. “Does direct marketing
still has sufficient impact ?
Consumers get so many
messages ….”

42. “Why is a direct mail often
so overloaded with text?
Doesn’t a piece with a oneliner
like in advertising catch the eye
better in the crowded mail box?”

43. You don’t know what you’re
missing without voicemail.
To activate yours call 1750.

44. Lightest paper
weight (17 grs)

49. “How important is e-dm if you
want to build a loyalty program?
Is e-dm compelling enough?
Or does paper create more impact
and results?”

51. Email generated:
‣ 51,91% Open rate
‣ 48,46% CTR
‣ 4,56% Conversion rate
On day launch,
the website received:
‣ 11.533 Visits
‣ 92.263 Page views
‣ 8 Pages/visit
‣ 27,49% Bounce rate
‣ 00:12:02 Avg. Time on site
YouTube:
‣ 10.937 Total views
‣ 50,4% Embedded player
on other websites

52. 5.750
sold
out in
28 days

53. “Here at <beeb> we do not have
an uplift in sales if we go for
creativity. That’s weired so
I would like to understand the
relationship
creativity/informative.
Insights…?”

59. “Could you illustrate how we can
address a database with a variety
of B2B contacts all over the globe
? Efficiency needed.”

62. “Do you have B2B case studies of
e-mail outperforming direct mail.
I guess your answer will be that a
mix of different media will
provide the best result.
But nevertheless.”

63. Average metrics
98,45%
98,29%
100%
90%
80% Totaal
70%
> 1.000
60%
50% 40,23%
33,97%
40% 25,28%
22,13%
30%
20% 1,18% 0,78%
11,14% 8,11%
1,03% 0,74%
10%
0% Accepted Hard bounce Soft bounce Unique confirmed Unique click Click to
rate rate rate open rate through rate open rate

65. Letter A5
Envelope C5

66. Brochure A5

67. Email

68. “I would like to be immersed in
cases (all kinds) and in the role
of “storytelling”. So what can
‘content’ do for DM”

78. “I am fascinated by these two issues.
•How do todays marketer/
marcom managers perceive DM?
•What is the role of and challenge for
DM as the media mix is exploding ?

79. A recent research study among
European B2B companies
commissioned by Pitney Bowes
concluded that

80. 56%
think direct mail is still the most effective
way to reach senior contacts in B2B prospect
organizations

81. 62%
use personalized mail specifically to
make customers and prospects feel more
special and valued'

82. 53%
believe that removing direct mail form
their marketing mix would damage business
lead generation

90. “Can direct marketing play a role
for the not-for-profit brands?”

94. “Our struggle: how do we create
valuable traffic while reinforcing
our brand?”

101. “What are the 5 NOT TO DO’s for
succesfull DM … en what are the
5 TO DO’S ? Can you illustrate
these with examples? ”

102. Do: create impact

103. Do: create product relevancy

104. Do: be honest

107. Do: be authentic

108. Do: use customer insights
Mr Dan Morgan
IT Director
Dealing with Dropped Mobiles in Tea Manager
Head Lost Mobile Phone Sorter Outer...

109. Do: sell the smell, not the soup

111. Do: create a strong call for action

113. Results

114. Do: activate the reader

116. The challenge: make DM future-proof

118. Need a Second Opinion?