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![Page 1: Mail meets mobile](https://reader034.fdocuments.in/reader034/viewer/2022051611/54b38fd24a795931738b4569/html5/thumbnails/1.jpg)
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Mail Meets Mobile Technology
Bruce Gresham
Product Manager
Christina Kiani
Program Director
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Topics Overview of Mail and Mobile
Multi-channel campaigns
USPS Promotions for 2014
Personalization
Measuring Response Rates
Future Mail
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Mail & Mobile: Facts & Statistics Direct Mail Outlook 1
– Expenditures in US to rise to $196B by 2016
– Increase in mail interaction including younger
age groups
USPS Mail Moment Survey Results 2
– 80% look at mail daily
– 75% like to see what’s in the mail
– 63% is kept at least 2 days
– Spend 25 minutes with direct mail
Engagement
– Over 3,000 messages received per person per day
– Capturing customer attention and engagement is key
1 Direct Mail Outlook: Mail Continues to Deliver by Erik Cagle 2Postcom, Oct. 2012, Gary Reblin
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Mail and Mobile: Relevant Facts & Statistics Smartphone Usage 1
– 193M in US by 2016, approximately 60% of population
Mobile Shopping – Black Friday Stats 2
– Sales on smartphone-optimized sites up 187%
– Visits up 75%
– Page views up 88%
– Average order value up 22%
– Tablet sales 14% compared to Smartphones 7%
1 Statsta 2 BrandingBrand, 2013
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Mail and Mobile Meet !
Image courtesy of phalop88 / FreeDigitalPhotos.net
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Multi-Channel Campaigns Merge physical & digital channels to
build brand awareness
– Increased Revenue
– Reduced Costs
Digital & Physical: Better Together
– Consumers who receive both email & direct
mail on average contribute about $17 in
revenue per household.
Email only $15 of revenue
Direct Mail only $9 of revenue
Neither E-mail nor Direct Mail only $7 of revenue Source:http://www.merkleinc.com/emdmintegration/
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SoLoMo Social
– Engage customers and prospects through Social Media
Local
– Find and target locally
Mobile
– Optimize the experience for mobile (website, payments, etc)
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USPS 2014 Mobile Promotions Mail and Digital Personalization
– May - June
Emerging Technology Featuring Near Field Communication
– June - September
Mail Drives Mobile Commerce
– September – December
USPS Website: https://www.usps.com/business/promotions-and-incentives.htm
– See appendix for more information on all 2014 incentives
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Personalization Matters
Make mail personal:
– Response rates increase as much as 24% over static direct mail
Names
Images
pURLs
Buying habits
More than name or demographics: how and when
someone wants to receive an offer
Variable data in print, drives mobile personalization
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Mobile Barcodes & Personalization
Open Source (QR Code, Datamatrix)
Image with embedded digital watermark
Proprietary Tags
– SnapTags
– MS Tags
– And USPS Intelligent Mail Barcode (IMb)
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IMb Links You to Your Customer
IMb identifies the mailer and recipient in one code
providing the link to personalize a mobile message to
your customer
Mobile applications that read IMb are available that
can be used to read and link mail to internet
2 3 6 9 11 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31
Bar-
code
ID
Service
Type
Code
Mailer ID
(Subscriber ID)
Serial Number – “Open” Digits
Routing ZIPTM – “POSTNET” Digits
Construct of the Intelligent Mail Barcode
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IMb Barcode Advantages
No need to create, manage or print a new code
– Already part of your mailing
Supports personalization – every code is unique
Changing the action of a scan can be done at any time
Real-time “touch marketing”
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Analytics: Measuring Response Rates
Campaign follow-up drives improvement
Track how individual customers respond so you can
increase sales over time
Test different channels and combinations
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Sample Reporting
Analytics are key to
determining the success and
impact of a campaign
– Who scans
– When did they scan
– Type of mobile device used
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Right Now: Augmented Reality Use Concepts Augmented Reality:
– A live view of a physical, real-world environment
– whose elements are augmented by computer-generated sensory
input such as sound, video, graphics or GPS data
– Example: NFL football and the first yard orange line on the field
Key Elements of Augmented Reality:
– Trigger
– Overlay
– Positioning
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Augmented Reality Generated using Aurasma
Personalized Augmented Reality
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The mobile environment offers exciting and powerful
innovations
Linking direct mail with mobile technologies encourages
interaction and engagement with mail
– Creates new marketing channels
– Establishes enhanced communication with audience
– Keeps mail relevant as a marketing tool
Personalization and touch marketing are easily attainable
Let your letters come to life!
Mail & Mobile Summary
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Contact Information:
Bruce Gresham Christina Kiani Product Manager Program Director
Pitney Bowes Presort Services Bull Postal Solutions
[email protected] [email protected]
Phone: 704-726-6728 608-796-2876 ext 1060