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Mail is a Must with Multichannel Efforts

Mail is a Must with Multichannel Efforts. 2010 Long Island Mailing Conference. Today’s Conversation. The New Marketing World The Direct Mail Difference Personalization-VDP/PURLS/ILPS How It All Comes Together. A New Marketing World. Traditional Marketing. Traditional Channels.

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Mail is a Must with Multichannel Efforts

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  1. Mail is a Must with Multichannel Efforts 2010 Long Island Mailing Conference

  2. Today’s Conversation • The New Marketing World • The Direct Mail Difference • Personalization-VDP/PURLS/ILPS • How It All Comes Together

  3. A New Marketing World

  4. Traditional Marketing

  5. Traditional Channels New Channels TV Radio Magazines Newspapers News Media Sites Web Sites Blogosphere Community Forums Instant Messaging MP3 Players Word of Mouth Social Networking Sites Wireless Channels Cell Phones PDAs Portable Media Players Message Overload

  6. Cut the Message Clutter On any given day, the average customer will be exposed to 2,904 media messages, will pay attention to 52 and will positively remember 4.

  7. How Does Direct Mail Fit In?

  8. The Direct Mail Difference

  9. Provides engagement with customers Direct Mail allows for a one-to-one moment with your customer Reach specific target audiences Is measurable and cost effective Complement all media channels Direct mail delivers on all! Today’s most effective MARKETINGmedia

  10. The Value of Direct Mail • Acquisition • Branding • Loyalty • Retention • Targeting • Integration • Engagement • Personal

  11. Measurable & Predictable • Targetable • Flexible • Tactile The Value of Direct Mail

  12. The Value of Direct Mail • Stealth Marketing • Shelf Life • Viral in Nature

  13. Personalization helps your message reach customers – loud and clear!

  14. What is VDP? VDP, or Variable Data Printing, is a form of on-demand printing that can be used to produce mail pieces that are personalized to a customer’s individual data.

  15. Personalization: The How-To The Four Phases of Personalization: • Identify potential customers • Determine their needs and their lifetime value to the company • Interact with customers so as to learn about them and • Customize products, services, and communications to individual customers. Source: “ The One to One Future” by Don Peppers and Martha Rodgers.

  16. One-to-one communications Increased loyalty with customers thru relevant dialogue Quick turnaround Include graphics and maps to visually reinforce the message Improved ROI Affordable Benefits of VDP

  17. VDP: Making Mail More Personal This technique has increased response rates by 40-80% in tests by users.

  18. Personalization Techniques:Personalized URLs (PURLs) and Individualized Landing Pages (ILPs) According to recent research, using PURLs can help Direct Mail campaigns yield as much as a 20% response rate. Source: “PURLs of Wisdom

  19. Personalization Techniques: Personalized URLs (PURLs) and Individualized Landing Pages (ILPs)

  20. Personalization Techniques:Personalized URLs (PURLs) and Individualized Landing Pages (ILPs)

  21. How It All Comes Together

  22. Mail Evokes Emotion… • 56% say receiving Mail is a “real pleasure” • 55% “look forward” to discovering the Mail they receive • 67% feel Mail is more personal than the Internet Source: ComScore Research.

  23. Boomers “Get” Mail • Purchase power = $2 Trillion • 95% of Boomers sort mail the day they bring it in Source: ComScore Research.

  24. X & Y: They “Get” the Mail • More than 85% X & Y’s engage • 70% used coupons from mail • 70% read credit card offers Source: ComScore Research.

  25. Direct Mail & the Internet – Retail • Customers are TWICE as likely to purchase at the web site • 57% of online shoppers enjoy receiving catalogs Source: ComScore Research.

  26. Direct Marketing Association The Integrated Marketing Media Mix

  27. Traffic Building The percentage of prospects who visited an advertised store, Web site or business. • Mail: 4.60% • Catalogs: 9.64% • Radio: 3.36% • Newspapers : 0.13% • E-mail: 1.54% • Telephone: 4.64% Source: ComScore Research.

  28. Lead Generation The percentage of prospects who request additional information regarding an advertised product or service. • Mail: 2.30% • DRTV: 16.08% • Radio: 0.01% • Magazine: 0.07% • Newspaper: 0.62% • E-mail: 3.15% • Telephone: 8.25% Source: ComScore Research.

  29. ‘Mail is a smart way to support a radio, TV, Web, or print campaign and help turn potential prospects into real customers.’

  30. MAIL: Make the Connection Direct Mail Provides engagement with customers Allows for a one-to-one moment with your customers Reaches specific target audiences Is measurable and cost-effective Complements all media channels

  31. For More Information www.delivermagazine.com

  32. For more information, contact me at Mario Roman-Shipping Solutions Specialist 631-582-7431 QUESTIONS! Thank You!

  33. The LI PCC would like to thank today’s session sponsor Thank you Publishers Clearing House

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