Offline Direct Marketing for Mobile Marketeers - Sam Heaton, Stannp
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Transcript of Offline Direct Marketing for Mobile Marketeers - Sam Heaton, Stannp
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POSTCARD DELIVERY PLATFORM Offline Direct Marketing for Mobile Marketeers
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I only market online…..
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Digital Only! • Pure play ecommerce site in vertical market with fluid pages. • Have app but downloads getting more expensive. • Seeing more mobile traffic on site. • ~12,000 customers over 4 years. • Lean & mean + ROI driven. • 1200 facebook likes and 1900 twitter followers • Does email marketing with average 35% opening rate
• Digital Effectiveness: • Existing Customers = 12,000 • Email = 4200 • Social = 3100 • Total = 7300 (61%)
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Example Notes • 39% of customers once purchased never engaged with again.
These people are: • Interested in your vertical market • Willing to buy online • Know your brand • On you database • Being Ignored • Gold Dust!
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Like email marketing but dispatching postcards…
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User Process
Upload Image
Upload Data
Write Message
Set Dispatch
Test & Activate
N.B. Once activated a campaign will arrive 2 working days later.
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Upload Image
• Front: 1843 x 1311 pixels • Back: 731 by 87 pixels • 300 DPI - JPG or PNG
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• Upload an Excel spreadsheet or CSV (or POST via API). • Automatically recognises the column headers and creates data variables. • Types of Data
• Name • Address • Renewal Date • Image URLs
• Customer data & security • Data warranty • ICO registered • Secure servers, PCI compliant & Encoded API calls
Upload Data
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Upload Data • Automatically matches data against Royal Mail PAF file, • Creates a machine readable barcode.
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Write Message Identifies data variables and personalises the message. Any column header can be used. Max 400 characters.
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Set Dispatch
• Options Include: • Immediately • Scheduled for Future • Trigger Based: Dispatch based on a renewal date • API Based: Dispatch based on API calls
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Test & Activate • Testing
• Pre dispatch you can send yourself physical samples or view print ready doc in PDF.
• Activation • Sent to regional printer by FTP • Print and dispatched same day • Posted by Royal Mail 2nd Class • Arrives 2 days later.
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Printing Process
• Cards are produced on the cutting edge Xerox Igen 4. • Postage is fulfilled using the Royal Mail 2nd class post. • Print capability of 50,000 cards per day & easily scalable • Cards are printed on 350gsm high gloss card. • Laminate finish. • Printing in UK
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Postcards: Printed, Checked & Posted
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The image can be different for every card! Example Campaign: DFS know the last image a registered user looks at when browsing their web site. Send a postcard with that image on and a discount voucher. Upload a CSV database of contacts with a list of image URLs. The system will personalise the image on each card associated with the data.
Variable Image
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Data can be posted in real time into the platform where a triggered template is activated. Example Campaign: DFS have a user who have added a product to a basket but not gone on and purchased. A postcard is dispatched with a discount voucher and an image of the product in their basket. Post data into the platform using the API. Create a templated campaign in the platform which activates based on a trigger event.
Real Time Dispatch
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Auto Dispatch • Dispatch postcards based on renewal data.
• Save money by only mailing users due to renew.
e.g. 1 week before customer is due to renew automatically send them a postcard
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AffordableSuplements.co.uk • Sell Body Builders supplements (protein shakes) • Uploaded 1000 customers • 5% discount code • Generated 103 sales and £6500+ in revenue. • Cost of campaign £300
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Cost Comparison Royal Mail • Price of 1 x 2nd Class Stamp = 50p • Franked Mail 2nd Class = 33p + VAT Stannp.com Price • Printed & posted postcard (350 gsm + laminate finish) • 30p + VAT = 36p (inc UK 2nd class postage)
200 Free Card test to any company.