Direct mail that makes cents - NPF 2014

Direct Mail that Makes ents!

Alison Hall Director Client Services Direct Mail Solutions

Pitney Bowes Presort Services

Direct Mail Today! • Direct Marketing projected spend in 2016 $190

million*

• Advertising Mail volumes steady at 79.5 billion pieces 2012 and 80.5 billion pieces in 2013**

• Direct Mail spend up 1.2% in 2013***

*DMA 2013 Statistical Fact Book

**USPS Postal Facts 2014

***Winterberry Group

Goals of our Session

• Direct Mail is Valuable!

• Direct Mail Defined!

• Direct Mail Optimized!

Direct Mail is Valuable!

• USPS projects Standard Mail® to grow to 69% by 2020

• 77% of households either read or scan advertising mail sent to their household

• Among various shapes of mail, postcards are the most likely to be read.

Direct Mail Defined • Standard Mail: Economical class of mailing • Two sub categories: Regular & Non‐Profit Mail • Postage rates can be based on a number of factors:

– Content: What info does the piece convey? – Format: Envelope, self‐mailer or postcard? – Size & Shape: Letter, flat, or parcel? – Is it automation compatible? – Weight: Over an ounce? Under 3.3 ounces? – Distance the Mail Travels: Can it be drop‐shipped? – Quantity & Density: How many pieces? What

destinations?

• Nonprofit status: Does your organization qualify for nonprofit rates?

Nonprofit Opportunity to Save • Certain organizations may apply for authorization to

mail at the Nonprofit Standard Mail rates. • The eight categories of eligible nonprofit organizations

are: – Religious – Educational – Scientific – Philanthropic (Charitable) – Agricultural – Labor – Veterans – Fraternal

Nonprofit mail remains more likely than regular standard mail and first-class mail to be read. -2013 DMA Statistical Fact Book

Direct Mail Optimized! • Mailpiece Design Matters • Planned campaigns increase results • Targeted Mail Campaigns create results • Clean Data Lists increase results and reduce cost • Utilize Presort and Destination Entry for deepest

discounts • Split files for optimized postage results • USPS Promotions offers additional discounts • Full Service Intelligent Mail Barcode offers data • Real Examples!

Mail piece Design Matters

• Understand the DMM rules

– DMM compliance offers lowest cost pieces

– Folded Self Mailer Design recent changes

• Correct tabbing

• Correct glue spots

• Correct fold

• Correct addressing

Mail piece Design matters • Think creatively for higher response

– Postcards 23.4% highest response*

– Larger than letter size 16.6% response*

– Letter size 7.9% response*

– Every Door Direct Mail

– Flat size direct mail piece

*USPS Household Diary Study, 2012

Plan Campaign for Increased Results

• Document a Plan

• Incorporate technology

• Multiple points of contact

• Track the data

• Personalize!


• Incorporate technology

– QR codes drive them where you want them to go

– PURLs are personal!

– Augmented Technology sits around the house!


• How do they respond?

– Email

– Website

– Reply mail

– Phone number

– Social Media

• Bold and placed where can be seen on the piece!


• Track the data

– Marketing Data

– Full Service Intelligent Mail offers data

Targeted Mail Campaigns Create Results

• Data is the Marketing “BUZZ”

– TRACK YOUR DATA!

• What data impacts your mail campaign success?

– Among mail piece types, postcards are most likely to be read; 52.5% are read by recipients*

– The 22–24-year-old age cohort is the most likely to respond to a direct mail piece.*

– Personalized Direct Mail pieces are read more often.

*DMA Statistical Fact Book 2013

Targeted Mail Campaigns Create Results

• Personalize! Personalize! Personalize!

– Colorful

– Personal

– Target personalization

from Data Analysis

Goals of our Session – Creative/Marketing

• Direct Mail is Valuable!

• Direct Mail Defined!

– Considerations for Direct Mail

– Nonprofit vs Standard Mail


– Mailpiece Design Matters

– Plan Campaign for Increased results

– Targeted Mail Campaigns create results

Goals of our Session – Production


– Clean Data Lists increase results and reduce cost

– Utilize Presort and Destination Entry for deepest discounts

– Full Service Intelligent Mail

• Tracking

• Campaign Management

• And more…

Clean Data Lists • Ensure your mail arrives with certified format

– STANDARDIZE with CASS

• Confirm accurate addresses – VALIDATE with DPV/LACSlink

• Improve Delivery Now and Later – UPDATE with NCOA Before

– Full Service IMb ACS UPDATES After

• Save Postage – Accurate delivery

– Reduce waste

Utilize Presort and Destination Entry for deepest discounts

• Presort Mail to utilize available workshare discounts

• Commingle smaller files

– Software

– Presort Partner


• Transport to the Destination NDC/SCF

– Consolidator

– Co-Transportation

– Co-Pallet


• Optimize for Maximum discounts

– Software splits files

• Commingle

• Destination Entry

• Mail Services Providers

One data file

Commingle

Origin Entry

AADC/MXD AADC/3DIG

Destination Entry

5 DIG

USPS Promotions offer additional incentives and postage savings

Full Service Intelligent Mail Barcode

• ACS updates your records for up to date mailing lists

• Tracking mail pieces targets ETA

– Call Center

– Retail Staffing

• Predetermine USPS delivery times for proactive mail drop planning

Full Service Intelligent Mail Barcode: Electronic ACS

• Electronic Address Change Service (ACS) updates your records for up to date mailing lists

• Electronic updates from USPS are FREE with Full Service IMb

Name Address City St DestZip Account Number

Projected In-Home Date

Bob Smith 2424 Smith Way Minneapolis MN 55427634646 123456 02-01-2011

Walter Chandler 5643 Oxford Dr Crystal MN 55428512310 456754 02-01-2011

Mark Jones 6742 Barker St. Minneapolis MN 55435563053 423643 02-01-2011

Scott Brown 3245 West Ave Rochester MN 55901010504 675642 02-01-2011

Mary Bell 7542 Orange St Rochester MN 55901582822 645242 02-01-2011

Joseph Tuttle 8643 Blake Rd Rochester MN 55901760515 386432 02-01-2011

Full Service Intelligent Mail Barcode: Manage Multi Channel Marketing

•Coordinate Multi-Channel Marketing activities such as mobile messaging and emails based upon projected in-home dates.

•Triggers other multi-channel activities such as Phone Calls, Email or Text Messages

Full Service Intelligent Mail Barcode: Project In-Home Delivery Dates

• Compare targeted in-home dates to actual in-home dates provided by confirm scans.

• Mailing First-Class™ is faster but more costly! • Standard Mail® takes longer to get delivered- but smart

mailers are saving by using tracking data to better plan mail dates and monitor delivery.

Full Service Intelligent Mail Barcode: Choose Best Delivery Method

Full Service Intelligent Mail Barcode: Educated Business Decisions

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•IMb Planning tool reflects delivery times for detailed planning •https://ribbs.usps.gov/imb_planning_tool/IMb_Planning_Tool.cfm


• See Distribution of Zips and Confirm Delivery Standards


•Individual Mail Piece Tracking shows process through USPS


•See Gaps in Delivery


•Find a Single Piece and Track


•Confirm 100% piece match

23 Ways to Benefit from Intelligent Mail Data

Optimize Call Center Staffing Target In- Home Dates Reach more customers, more often

Leverage life event triggers Reduce talk time Reduce non-order in-bound calls

Make better fee waiver decisions

Prevent missed communications

Reduce Cancellations Manage risks and decrease fraud

Generate low-cost proof of mailings

Avoid unnecessary remains Reduce costs on returned mail

Expedite invoicing Improve lockbox analytics Predict cash flow more accurately

Collect more effectively Maximize discounts Safeguard revenues

Ensure compliance Strengthen the customer experience

Synchronize multi-channel communications

Analyze customer segments

• A major financial institution re‐engineered their direct mail process and in nine months:

– Saved over $1M in postage after optimization

– Reduced average national in‐home by almost a day

Questions?

Alison Hall Director Client Services Direct Mail Solutions Pitney Bowes Presort Services 816-221-9003 [email protected]

mailto:[email protected]

Direct mail that makes cents - NPF 2014

Marketing

Transcript of Direct mail that makes cents - NPF 2014