direct marketing advisory board (dmab) - upu.int · consulting in direct marketing percentage of...

10/08/2018

Direct Marketing Advisory Board (DMAB)

The results of DMAB survey on direct and digital marketing products and services

2007-2014 / 2017

POC C 3 DMAB 2017.2–PPT 5

Abby Bossart – Programme Assistant, Direct Marketing (DPRM)

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Presentation outline

DMAB survey on

direct and digital marketing products

and services at a glance

Survey resultsand

documents Discuss updated

methodology

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DMAB survey at a glance Survey launched in 2007; Re-launched in 2017 Composed of 22 yes/no questions; Aimed at assessing the direct and digital marketing

products and services, domestic service, provided by designated operators;

Provides information for country-by-country direct marketing information on UPU website;

Assists in the development of educational, training and benchmarking tools.

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DMAB survey In 2017 survey re-launched online through Survey

Monkey (English and French); Paper format in all UPU languages; Aimed at assessing the direct and digital marketing

products and services, domestic service, provided by designated operators.

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How to respond to the DMAB survey online

You can respond online by copying the link into your browser:

English – https://fr.surveymonkey.com/r/SRBPQDK

French – https://fr.surveymonkey.com/r/SR6QZP2

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Definitions and disclaimers CIS – Commonwealth of Independent States; DC – Developing countries; DOs – Designated operators; IC - Industrialized Countries; Some graphs show a decline, which appears to indicate that

there are less operators offering services than in previousyears. This is not necessarily the case. The reason is that thenew responses received from DOs are from less developedmarkets, where direct marketing services are not yet offeredas a product.

The accuracy of the data received from the Posts could notalways be verified. Further adjustments may be necessary.

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Traditional postal role

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-Production/Distribution Customer

ServicePlanning

Manage Customer Relations

Distribute Direct Mail

Message

Prepare DM

message

Print Direct Mail

MessageSelect target

Prepare Business

CaseFulfill

Orders

Returns management

Innovative distribution

servicesCreative services LettershopConsult-

ing LogisticsDatabases, information, mailing lists

“Horizontal” expansion: value-added services along the DM value chain

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DMAB survey results

DMAB survey on

direct and digital

marketing products

DMAB survey on

direct and digital

marketing products

Survey results and

documents

Survey results and

documents

Discuss updated

methodology

Discuss updated

methodology

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Cumulative regional responses 2007-2014/2017

For definitions refer to: Glossary For country-by-country refer to: Country reports

2007 2008 2009 2010 2011 2012 2013 2014 2017DOs in region

% of responses

Industrialized Countries (IC) 24 25 25 25 26 26 26 26 26 42 62%

Europe / CIS 26 27 28 29 30 32 32 32 32 33 97%

Asia and the Pacific 15 20 25 25 26 29 29 29 30 35 86%

Latin America / Caribbean 20 26 31 31 31 36 36 36 37 43 86%

Africa 28 28 31 35 36 37 38 38 40 44 91%

Arab 14 15 15 16 17 17 18 19 19 22 86%

Total 127 141 155 161 166 177 179 180 184 219 84%

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What is direct and digital marketing? Direct and digital marketing product (service): a database-driven process

of directly communicating with targeted customers or prospects using anymedium to obtain a measurable response or transaction via one ormultiple channels.

The definition includes direct response advertising in which a prospectivecustomer is urged to respond immediately and directly to the advertiserthrough the use of a response vehicle (coupon, business reply card orenvelope, a telephone number or website link) provided in theadvertisement.

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What is direct mail? Direct mail product (service): letter-post product (service) specifically

designed for the collection and distribution of advertising items. Theproduct (service) has a brand that allows customers and potentialcustomers to identify it as suitable for their advertising purposes, and anumber of attributes (e.g. definition of content, pricing structure, deliverystandards, presentation requirements, etc.) which might also define thepostal operational process.

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Addressed direct mail

Percentage of DOs offering the service

For country-by-country refer to: Country reports

Addressed direct mail: when the addressee is identified with a name and an address (of a person and/or a company).

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Unaddressed direct mail

Unaddressed direct mail: when the addressee is not identified with a name. Unaddressed direct mail services might, however, be targeted at a specific region, postal code or letter-carrier route, or to a number of households sharing a similar demographic profile. The Post might offer mapping and profiling tools

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E-mail marketing

E-mail marketing: direct communication with targeted customers or prospects using e-mail to obtain a measurable response or transaction.

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Mobile/SMS marketing

Mobile/SMS marketing: marketing communications delivered through electronic devices, such as mobile phones.

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Display advertising (banners)

Display advertising: advertising using ad space on websites to reach a desired target audience. Sites may include web portals, blogs, casual gaming sites, social networks, instant message applications, widgets, RSS feeds, and more. The most common type of display advertising is banner ads.

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Telemarketing

Telemarketing: the practice of marketing by telephone. Inbound telemarketing is when interested customers respond to a mailing or advertisement by phoning the number indicated to place an order or to inquire about the product or service offered. Outbound telemarketing is when a salesperson calls prospects to get them to buy the product or service offered directly by phone. Telemarketing centers may be managed by the Post, making or receiving calls on behalf of the customer, for informationor sales purposes.

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Social media marketing

Social media marketing: marketing through social media sites (Facebook, Twitter, Instagram, LinkedIn).

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Consulting in direct marketing

Consulting in direct marketing: free or paid-for specialist advice provided to actual or potential users of direct and digital marketing for planning, executing and managing their campaigns.

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Training for customers

Training for customers: courses, seminars, workshops, educational publications and other tools with the clear objective of teaching customers and potential customers about the benefit of incorporating direct marketing in their marketing mix –these courses/seminars/publications might also offer information to with regard to direct marketing techniques and other postal products and services.

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Creative and copy

Creative and copy: the design of all elements of a direct mail package, style, images and colours. Copy is the written text used by marketers to present their offers to the public.

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Delivery point databases - for internal operational purposes

Percentage of DOs offering delivery point databases (OP)

Master address databases (delivery-point databases) - Comprehensive database with all the addresses where mail is to be delivered; this database does NOT contain names of residents or companies within the address details. It can be used for internal operational planning (e.g. allocation of resources) and whether an address is complete with all the necessary and sufficient elements for delivery to the delivery point.

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Delivery point databases - address verification and correction

Percentage of DOs offering delivery point databases (AVC)

Master address databases (delivery-point databases) - Comprehensive database with all the addresses where mail is to be delivered; this database does NOT contain names of residents or companies within the address details. It can be used for addresscorrection and verification (e.g. the customer is able to verify whether an address (delivery point) exists, and whether an address is complete with all the necessary and sufficient elements for delivery to the delivery point.

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Mailing lists (compiled internally by the Post): names and addresses of companies and/or individuals with a common interest, lifestyle, activity or characteristic. These lists are owned by the Post and can be compiled from questionnaires sent to individuals/companies (e.g. lifestyle surveys), or other surveys performed by postmen or other agents, or with a combination of data acquired from public or official sources.

Percentage of DOs that offer this service

Mailing lists (complied internally by the Post)

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Mailing lists brokerage

Mailing list brokerage: offering a variety of lists of names and addresses, from a variety of sources (outside the Post), for rental or outright purchase. The Post may or may not charge commission for supply of or referral to mailing lists.

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Other database-related and list services –customer relationship management (CRM) databaseOther database-related and list services - Customer relationship management (CRM) database: customer and prospect groups are segmented and analyzed in order to identify behavior patterns that might be related to purchase probability.

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Mapping and profiling for unaddressed direct mail

Mapping and profiling capabilities for unaddressed direct mail: provision of geodemographic information allowing the identification of target groups with similar profiles in a given geographical area.

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Mail preparation – printing services

Printing services: printing services provided on the postal operator's premises or in partnership with a subsidiary

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Change of address system for redirection of mail

Percentage of DOs offering this service

Change of address system – A system that allows companies and individuals to inform the Post when they move to a new address, so that they can have their mail redirected to the new address.

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Change of address system for mailing list update

Change of address system - A database with the old and new addresses can also be used to update existing mailing lists, usually with the consent of the person or company who is moving.

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Change of address system for movers’ mailing lists

Change of Address System - Mailing lists, usually called "movers' lists", can also be compiled and rented/sold to companies selling products and services targeted at this specific group of consumers.

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Price incentives for correct addressing

Percentage of DOs offering this incentives

Price incentives: Discounts for mail (usually in larger volumes) showing correct and complete addresses, according to address format standards defined by the Post. These incentives aim to promote the use of correct and complete addresses, thus reducing operational costs. The incentives usually refer to the address only, which may be verified prior to or at the time of mailing; they do not include the question of whether the addressee actually resides at the address.

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Price incentives for pre-sorting and other work-sharing

Percentage of DOs offering this incentive

For pre-sorting and other work-sharing: price incentives for work, carried out by the customer, which would otherwise have to be performed by the Post. This includes pre-sorting the mail according to conditions defined by the Post, bundling, posting close to delivery points – cost savings that are shared with the customer.

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Price incentives for volumes

Percentage of DOs offering this incentive

For volume: price incentive aimed at promoting the mailing of larger volumes.

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Price incentives for other discounts or price incentives

Percentage of DOs offering incentives

Other discounts or price incentives

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Delivery to a residential/business address

Delivery to a residential/business address: direct mail (addressed or unaddressed) sent directly to the addressee's residential or business address.

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Delivery to a post office box

Direct mail (addressed or unaddressed) delivered to a post office box.

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Business response card/envelope product (service)

Business response card/envelope product (service): postal product (service) allowing customers to include in their mailings a pre-addressed card or envelope to facilitate response by the addressee. The postage for these cards or envelopes is usually paid for by the company carrying out the campaign upon the return of these items.

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Response management

Response management: service offered by the Post, consisting of receiving and compiling the responses to a given campaign on behalf of the customer.

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Returns management

Returns management: service offered by the Post, consisting of compiling information on items that could not be delivered as addressed, and providing this information to the customer in electronic format (instead of actually returning undelivered items). This allows the customer to update its databases directly from the list provided by the Post, with no need to receive the actualundelivered items.

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Fulfilment

Fulfilment: the process of receiving, packaging and shipping orders for goods and services. Some postal services manage this logistical process on behalf of their customers.

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Direct marketing centre

Direct marketing centre: special unit or department of the Post dedicated to providing information, training, consulting, and other services to customers and potential customers, as well as sales of the Post's direct marketing–related products and services.

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Department/division dedicated to direct marketing/advertising mail (product management)

Department/division dedicated to direct marketing/advertising mail (product management): special unit or department of the Post dedicated to direct marketing product management (definition of product features, pricing, strategy, etc.) – but not necessarily responsible for sales.

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Direct marketing-specific information on website

Direct marketing–specific information on website: website or web pages produced and maintained by the Post with information on its direct marketing–related products and services.

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Volume measurement

Volume measurement: can the Post measure, among letter-post items, the amount of mail containing direct mail?

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Quality of service control of direct mail items - measurement

Measurement: does the Post measure the quality of service provided for direct mail items (how many days it actually takes between posting and delivery)?

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Quality of service control of direct mail items – delivery standard

Delivery standard: does the Post publish the delivery standard for direct mail items (expected day or time frame for delivery of direct mail items)?

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Where to find survey documents and DMAB information

Survey country reports

DMAB survey questionnaire

4 Information about the DMAB

5 DMAB membership application

Glossary of terms

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Ssurvey documents

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DMAB Survey on

direct and digital marketing products

Discuss updatedmethodology

Survey resultsand

documents

Methodology

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Paper vs Online responses

Online

51 %42 paper responses

49%41 online responses

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The response rate has increased year-on-year concluding that the survey method is valid.

The survey results have been shared with other International Bureau programmes and UPU groups with common interests.

The Secretariat has used the survey results in preparatory work on various regional workshops.

Conclusion and wrap up

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Contact details:

Abby Bossart

Programme Assistant, Direct Marketing

Universal Postal Union

Weltpoststrasse 4

P.O. Box 312

3000 BERNE 15

SWITZERLAND +41 31 351 0266

abby.bossart@upu.int

+41 31 350 3593

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