1. Leveraging Technology for Direct Mail Chris Frazier Marketing Strategy, USPS HQ [email_address]
2. s ocial Corporate web page myspace community Internet Video facebook Google LinkedIn networking Viral twitter youtube direct mobile Emerging Media is transforming Mail How
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4. Why is Technology Important for Direct Mail? Fortifies engagement (bridges the gap for the millennium generation ) Increases response rates Allows for richer/more robust content Keeps mail relevant - “Mail is mobile” Maximizes entire multi-channel/integrated marketing mix
13. According to the Direct Marketing Association, campaigns that use PURLs show an additional 20-30% INCREASE in response rates. The more you TARGET your reader’s INTERESTS in your print communications, the more likely they are to READ it, REMEMBER it and RESPOND .
24. Augmented Reality … ..an interactive experience where virtual components are dynamically merged into a live video stream in real time. … allows computer-generated content to be superimposed over a live camera view of the real world.
31. Recap Personalization ….. … relevant offers & messaging … expands market reach … builds relationships … can increase response rates by 12% Variable Data Printing ….. … more targeted offers and messaging … Leverages all data about a given consumer … Can increase response as much as 15x over static printing.
32. QR Codes and Augmented Reality… … can turn mail into mobile mail …makes mail more attractive …makes mail fun! …gives consumers a 3-D experience …bridges the gap between the print piece and the web
Today’s media landscape is drastically different than what we saw 4 years ago. The advent of social marketing and mobile media had even the savviest of marketers flocking to social websites – Facebook, Twitter, etc – and utilizing mobile media. But now, we are seeing more and more folks returning to the tried and true tenants of Direct Marketing, specifically with direct mail. Now this does not mean that there isn’t a place at the table for social/mobile marketing. On the contrary, the fact is, when multiple channels are used for customer/prospect communications, the likelier you are to see positive results. Today, consumers are multi-channel consumers. They expect to get an email, text, direct mail, etc. Today’s presentation will focus on how to leverage technology for direct mail. It’s won’t be a deep dive, but will introduce you to ways in which many are using PURLs or QR codes or augmented reality in their direct mail. So let’s jump right in.
Today’s media landscape is drastically different than what we saw 4 years ago. The advent of social marketing and mobile media had even the savviest of marketers flocking to social websites – Facebook, Twitter, etc – and utilizing mobile media. But now, we are seeing more and more folks returning to the tried and true tenants of Direct Marketing, specifically with direct mail. Now this does not mean that there isn’t a place at the table for social/mobile marketing. On the contrary, the fact is, when multiple channels are used for customer/prospect communications, the likelier you are to see positive results. Today, consumers are multi-channel consumers. They expect to get an email, text, direct mail, etc. Today’s presentation will focus on how to leverage technology for direct mail. It’s won’t be a deep dive, but will introduce you to ways in which many are using PURLs or QR codes or augmented reality in their direct mail. So let’s jump right in.
Today’s we’ll talk about……..
Personalization – the holy grail of direct marketing - is more than just putting a person’s name on a page. Today, it requires more than just basic info, it’s about personalization to capture attention and backing it up with content relevant to each recipient. Name Address Personalization allows you to marketing to someone with as much relevant information as possible so you can incite them to take action/purchase On average, the cost for personalization is minimal, perhaps 1%-2% more than a static print job. How? Gather information from consumers at each touchpoint; on landing pages on response card, etc. Or, if you’re purchasing a list, you can purchase selects from the list – gender, HHI, number of children in HH, Types of cars driven, etc. These selects will typically run around .02 - .05+ per record.
Variable Data Printing works for all the same reasons that Personalization does – but it does so with more data to provide relevant offers and messages. Variable Data Printing allows you to leverage all the data you know about a consumer and integrate it into a mailpeice, even if that data is different from one individual to another. You can imprint all variable information in one press run.
Variable Data Printing’s power is explosive, generating response rates up to 15x times higher than traditional direct mail. VDP allows you to leverage as much information as you can about an individual. Do you know what kind of car they drive? Do you know where they shop? Do you know where they go to school? Do you know where they work, what industry they are in? The secret behind the effectiveness of Variable Data direct marketing is that the personalized pieces not only capture attention, but back it up with content relevant to each unique recipient. And when you talk with recipients personally, using text, imagery and offers customized to their unique needs and desires: Average order sizes improves Cost per response descreases And repeat business increases While it tends to be more expensive (around 10-15% more) than a static job, the return on vdp tends to be higher, especially the more personalized your mail piece is. Assuming all other factors are equal — offer, timing, audience, form factor — returns for a fully variable job range from two times to 15 times the rate of return for a static job
Variable Data Printing (VDP) allows fonts, text, graphics, messages, offers, pricing, and other elements to change from one direct mail piece to another without stopping the press. Instead of printing 25,000 pieces all with the same message, you can print 25,000 pieces of personalized direct mail with 25,000 unique messages, images, and offers.
PURLs are microsites used to capture direct mail or email campaign responses . Studies show that using PURLs with a relevant message increase response rates two to five times! PURLs are extremely affordable at just pennies, fit easily into any marketing campaign, and thousands of customized PURLs can be created in seconds, based on your customer database or mailing list. Companies have experienced the following with PURL technology: $122 ROI per $1 spent on marketing 60% response rates 100s of new leads from one marketing campaign
PURLs are microsites used to capture direct mail or email campaign responses . Studies show that using PURLs with a relevant message increase response rates two to five times! PURLs are extremely affordable at just pennies, fit easily into any marketing campaign, and thousands of customized PURLs can be created in seconds, based on your customer database or mailing list. Companies have experienced the following with PURL technology: $122 ROI per $1 spent on marketing 60% response rates 100s of new leads from one marketing campaign
PURLs are microsites used to capture direct mail or email campaign responses . Studies show that using PURLs with a relevant message increase response rates two to five times! PURLs are extremely affordable at just pennies, fit easily into any marketing campaign, and thousands of customized PURLs can be created in seconds, based on your customer database or mailing list. Companies have experienced the following with PURL technology: $122 ROI per $1 spent on marketing 60% response rates 100s of new leads from one marketing campaign
PURLs are microsites used to capture direct mail or email campaign responses . Studies show that using PURLs with a relevant message increase response rates two to five times! PURLs are extremely affordable at just pennies, fit easily into any marketing campaign, and thousands of customized PURLs can be created in seconds, based on your customer database or mailing list. Companies have experienced the following with PURL technology: $122 ROI per $1 spent on marketing 60% response rates 100s of new leads from one marketing campaign
Technology has drastically changed how we communicate and how we get targeted messages into the hands of our audience.
At its most basic, a QR Code is a barcode on steroids Once use by the Japanese auto industry to track parts You’ll need a QR code reader. If you’re smartphone does not have a QR code reader, then you’ll need to download one – ScanLife offers a free download of the software. They're used for encoding information in two-dimensional space -- like in the pages of magazines, in advertisements and even on TV and Web sites They were originally used to track auto parts, but have become popular (especially in Japan) for much broader, often commercial purposes QR codes can embed that information in the code itself, and, when read with the proper software, can trigger actions like launching a website or downloading a file. Additionally, QR codes can be read from any angle, while barcodes must be aligned properly.
Putting the codes to more complex use, a digital business card for sharing LinkedIn accounts and contact info. Android (the phone from Verizon) uses QR codes to link to apps in the Android Marketplace The municipality of Bordeaux, France posted them all over the city in order to track parking meters, provide links to information from the World Heritage Foundation and guide visitors to nearby shops or parking locations via Google Maps. Google has been using QR codes to promote local businesses (and itself) with the Google Places business directory, which includes reviews, contact info, and, if the business so wishes, coupons. .
Here’s an example of how Express uses QR codes in their mailers. This takes you to a video of their new holiday line-up. Inside the mailer that are tabs of coupons, depending on what day they are used (Thanksgiving, Cyber Monday, Black Friday, etc.)
Here’s an example of how The Gap uses QR codes in their mailers This takes you to a video of the designer explaining what he likes about the new jeans Sports teams are integrating QR codes into promotions (i.e, Islanders for their ads and promotional materials)
Technology has drastically changed how we communicate and how we get targeted messages into the hands of our audience. Augmented reality is a way to turn a one dimensional experience into 3-D. Augmented reality takes a static one-dimensional peice
It’s important to bear in mind that of all the technology we are talking about today, AR is buy far the most expensive to execute. Software can run from $10k to $50k
Example of Popular Science Magazine using AR.
Example of Lego using AR
Great use of AR as part of an integrated campaign by Nissan.
Mini has used AR. USPS uses AR as way for consumers to determine what size flat rate box to use.
Video in print is another technology that helps blur that line between the print and digital world AND allows a brand to interact in a more robust manner than a print only piece. By taking a very thin chip, you can deliver high quality, full motion video in direct mail. And it’s not just one video, video in print technology can actually allow you to download content from the web when its been updated; chips can hold multiple videos
AT&T did this with it’s wi-fi service. They wanted to expand beyond the Starbucks model and go into environments like hotels, where they say potential. AT&T: They created a dimensional laptop with video that was customized to each of the recipients/hotels it went to. The mailing exceeded its ROI goals. The Power Button mailing resulted in 9% of recipients booking meetings to learn more about wi-fi service through AT&T. Sent it to 100 targeted CMOs and CIOs at Hilton and Marriott. They got a 9% response rate on the piece.
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