Unlock the potential of direct mail with technology lisa watson 28 may 2014
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Presentation at SingPost's Unlock the Infinite Possibilities of Direct Mail (when paired with digital technologies)
Transcript of Unlock the potential of direct mail with technology lisa watson 28 may 2014
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Digital Time vs
Ad Spend
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Digital Time vs
Ad Spend
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Net
Conversion
Pri
nt
On
ly
Pri
nt,
Em
ail
Pri
nt,
We
b L
and
ing
Pag
e
Pri
nt,
Em
ail,
We
b L
and
ing
Pag
e
Pri
nt,
Em
ail,
We
b L
and
ing
Pag
e, M
ob
ile M
arke
tin
g
18.3% 15.3% 16.5%
16.5%
6.0% 7.6% 7.6% 8.2% 8.7%
.97%
1.35% 1.44%
1.39% 1.16%
Build on a Foundation of Print: More Campaign Channels Means Better Business Results
response
16.2% Gross
Conversion
Source: Understanding Vertical Markets Enterprise Communications Requirements, Infotrends 2012
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Net
Conversion
Pri
nt
On
ly
Pri
nt,
Em
ail
Pri
nt,
We
b L
and
ing
Pag
e
Pri
nt,
Em
ail,
We
b L
and
ing
Pag
e
Pri
nt,
Em
ail,
We
b L
and
ing
Pag
e, M
ob
ile M
arke
tin
g
18.3% 15.3% 16.5%
16.5%
6.0% 7.6% 7.6% 8.2% 8.7%
.97%
1.35% 1.44%
1.39% 1.16%
Most effective, but most
costly
Build on a Foundation of Print: More Campaign Channels Means Better Business Results
response
16.2% Gross
Conversion
Email improves print
effectiveness by 43%!
Source: Understanding Vertical Markets Enterprise Communications Requirements, Infotrends 2012
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16 April Teaser eDM 30 April Invitation eDM + DM 8 May Reminder eDM
What about Singapore?
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16 April Teaser eDM 30 April Invitation eDM + DM 8 May Reminder eDM
What about Singapore?
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US DMA 2012 Response Rate Report
30x RR
ROI = ROI
Email improves print
effectiveness by 43%!
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Keds Kids, Israel – Fashion Catalog DM + Facebook + variable data printing of catalog (in-store pickup)
Your kids are stars!
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Especially when you’re selling DIRECT MAIL!
BIG format
BIG ideas
BIG on innovation
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Selling Personalized Direct Mail to Marketers
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John Has a Problem – Digital Diva/Dude to the Rescue!
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There’s more: Further engaged customers using layar AR
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Showcasing the Power of Personalization
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6,548 Unique Mailers B2 Format Fully personalized Sent as self-mailer
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MORE $$$ Direct mail orders Large formats Use of personalization AR applications!
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B2C eDM
FB
AR B2B DM
+43%
+$50
+$$$
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