direct mail delivers: strategies for participating in the ...€¦ · 31.5%better understanding of...

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Direct Mail Delivers: Strategies for Participating in the Value Chain

October 29, 2015

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Moderator

Today’s Speakers

Barb Pellow Group Director InfoTrends

Ginger Conlon Editor-in Chief, Direct Marketing News

[email protected] | @customeralchemy

mailto:[email protected]

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• What Marketers Want…And Need!

– Print is Integral to the Mix

• Direct Mail Delivers

– 5 Direct Mail Myths… And Realities

• Recommendations and Conclusions

• Q&A

Topics

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It’s All About the Customer Experience!

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0.8%

9.9%

11.6%

14.0%

17.1%

19.3%

19.6%

19.8%

22.3%

23.3%

23.9%

31.5%

36.3%

37.1%

0% 10% 20% 30% 40%

Other

More freedom/agility for business users to manage comm.

Compliance with changing regulatory or legal requirements

Reduce overall communications cost

Reduce operational cost

Reduce strain on IT

Drive behavioral change in customers

Reduce IT cost

Reduce risk

Increase upsell/cross-sell

Reduce customer churn

Better understanding of customer behavior

Increase customer loyalty

Improve customer experience

What are the most important business objectives your company wants to achieve by investing in customer communications management solutions?

N = 800 Respondents Source: Customer Engagement Technologies State of the Market Study, InfoTrends 2015

Multiple Responses Permitted

A Drive for a Better Customer Experience

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The Experience Needs to be Personal

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7.1%

13.5%

14.5%

16.5%

17.5%

20.9%

24.2%

24.9%

28.3%

29.0%

30.6%

36.0%

38.4%

39.4%

0% 10% 20% 30% 40%

Access improvements for disabled customers

Multilingual comm./expansion of supported languages

Optimizing design of mobile comm. to match screen size of device

Better channel preference management

Improving/overhauling communication layout or design

Offering digital mailboxes

Providing customer-facing staff w/ real-time customer order/comm. history

Synchronizing brand/comm. experience across multiple touch points

Better social media monitoring and responding

Offering or expanding mobile communications

More billing or payment options, e.g., mobile payments

Offering or expanding digital self-service capabilities

Better data-driven personalization and relevant comm.

Better tailored offerings

How does your company plan to improve customer experience as it relates to customer communications?

N = 297 Respondents who invest in CCM to improve the customer experience Source: Customer Engagement Technologies State of the Market Study, InfoTrends 2015


Improving the Customer Experience

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All Channels Are Important

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How many different media types does your company use for a typical customer communication/marketing campaign?

Key Findings • Average number of media

types used in a campaign: 3

• 47% of printed marketing materials were linked to online digital channels in the past 12 months

N = 1,026 Source: Understanding Vertical Markets: Enterprise Communication Requirements; InfoTrends 2012

One 8.8%

Two 30.2%

Three 36.4%

Four 13.4%

Five or more 3.7%

Don’t know 7.6%

Looking at More Channels

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2.6%

1.3%

14.6%

14.8%

16.1%

17.7%

21.2%

28.0%

29.6%

30.7%

31.0%

33.9%

38.6%

41.5%

52.1%

56.1%

0% 20% 40% 60%

Don’t know

None of the above

Books

Retail store receipts

Outdoor

Directory

Product packaging

Newspapers

Point-of-purchase displays

Catalogs

Inserts

Business cards

Magazines

Bills or statements

Direct mail

Brochures

What types of printed media have included a link/connection to digital media in the past 12 months?


N = 378 Respondents who are blending print and digital channels Source: Understanding Vertical Markets: Enterprise Communication Requirements; InfoTrends 2012

Print + Digital = The Best Alternative

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What types of digital content have been linked to print in the past 12 months?

0.8%

13.8%

13.8%

17.2%

19.3%

21.4%

23.8%

30.4%

31.2%

52.4%

71.7%

0% 20% 40% 60% 80%

Other

Audio/Music hosted on a private site

Audio/Music hosted on a public sharing site

vCard or other contact information

Video hosted on a private site

Personalized microsite

Video hosted on a public sharing site

Image files

Mobile application in an online marketplace

Social media site

Website


N = 378 Respondents who are blending print and digital channels Source: Understanding Vertical Markets: Enterprise Communication Requirements; InfoTrends 2012

Digital Channels Linked to Print

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9.0%

9.8%

10.4%

11.1%

11.4%

11.8%

12.4%

12.8%

12.9%

13.6%

14.9%

15.3%

16.1%

18.8%

25.9%

0% 10% 20% 30%

RFP/RFQ support

Implementing a CCM Center of Excellence

Postal optimization

Synchronizing the mobile experience with other channels

Cloud deployment or migration

Providing personalized customer data into a mobile app

Operational assessment; efficiency improvements

System integration

Change management

Centralizing communications

Mapping customer experience improvements on business outcomes

Measuring customer experience or customer engagement

ROI calculations; building an investment/business case

Data management, data access

Strategy development

In which of the following customer communications areas do you need the most help?


Marketers Need Help!

N = 800 Respondents Source: Customer Engagement Technologies State of the Market Study, InfoTrends 2015

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5.1%

17.8%

26.8%

40.8%

PSP has taken over an entire document process

We send data; PSP does composition and MC output

We send a composed, print-ready file

We send data; PSP does composition and print

0% 10% 20% 30% 40% 50%

What is your relationship with your print outsourcer?

N = 507 Respondents who have outsourced transactional print Source: Customer Engagement Technologies State of the Market Study, InfoTrends 2015

9.6%

14.4%

31.2%

39.4%

Insource composition; PSP becoming commodity

PSP to become a full communications provider

Help strategically with evolving comm. Needs

Help with data analytics to drive business growth

0% 10% 20% 30% 40%

How do you think your relationship with the print service provider will evolve?

Most enterprises send data and let the PSP do composition and print. There is a desire for enterprises to have the PSP take a more active role in helping with data analytics and segmentation.

Marketers Are Expecting More From Providers

The Truth About Direct Mail

Agenda

• The Current State of Direct Mail

• 5 Direct Mail Myths… and Realities

• Recommendations

Direct Mail Today

“When you want someone to attend an event, make a phone call, or do anything with a higher

touch, you still go back to physical mail.”

–Ray Wang, Constellation Research

Direct Mail Is Effective

4.3% Response rate for targeted direct mail,

versus .12% for e-mail (DMA)

84% Marketers polled who used print marketing

in 2014 (Experian)

Direct Mail Is Growing

2.7% Increase in spending on direct mail, versus a

predicted 1.1%

$45.7B predicted spending on direct mail in 2015,

versus $45.2B spent in 2014

–Winterberry Group

Direct Mail Is Industrious

Growth in direct mail in 2014

• 8% automotive

• 8% telecom

• 22% credit cards

• 45% mortgage and loans

–Mintel Comperemedia

Direct Mail Is Bookish

$2 The amount catalogs bring in for every

prospective customer they reach

$10 The amount catalogs bring in for every

current customer they reach

–ACMA

Direct Mail Is Tops!

70% Consumers who say direct mail is more personal than e-mail (Cohber)

54% Consumers who are likely to base a buying decision on direct mail, versus e-mail at 16% (CMO Council)

45% Heads of households who read direct mail “immediately” (USPS)

Direct Mail Is Responsive

40% Consumers who tried a new business after

receiving a direct mail piece

70% Consumers who renewed a relationship with

a business after receiving direct mail

–CMO Council

Direct Mail Is Omni-Channel

10%-30% Increase in conversions when digital and

direct mail are linked (Epsilon)

58% Online shoppers who browse print catalogs

for ideas (Kurt Salmon)

Direct Mail Is Enhanced

Smart Technologies mailer incorporates video, USB, and web to engage high-value prospects.

Direct Mail’s Got Game!

SWC Technology Partners’ “Reindeer Games”

• Mailer with a promo coffee mug and a link to a 5-minute video

• 1,900 video views and 160 content entries

• 50% of the total mailings converted to registrations

Agenda



• Recommendations

5 Myths

Direct mail (supposedly) is…

1. Cost-prohibitive

2. Old school

3. Not for the digital age

4. Ineffective

5. A hassle

Reality 1: It’s All About the ROI!

For every $1 Juice Real Estate invests in personalized direct mail to targeted prospects, it earns $5 in commissions.

Reality 2: It’s As Relevant as Ever

79%

The lift in response rates Robert Morris University sees when sending personalized postcards linked to pURLs versus a generic mailing.

Reality 2: It’s As Relevant as Ever

26%

The increase in Z Gallerie catalog sign-ups from its Instagram campaign

17%

The increase in Z Gallerie branded user-generated content

Reality 3: It’s Digital

CSG Invotas weaves a web of interaction with its dimensional mailer.


$20 million

The amount of new business Klick Health captured from its hardcover book campaign

330% The ROI of that campaign


10%-25%

The expected lift in response rates that Baudville expects by using digital print to personalize its IDville-brand catalog cover and inside pages.

Reality 4: It’s Highly Effective

35% Direct mail success rate for new customer acquisition

74% B2B marketers who say direct mail is “very effective”

79% Heads of households who act on direct mail “immediately,” versus 45% for e-mail

61% Marketers who planned to increase their use of direct mail for lead nurturing in 2015

–CMO Council

Reality 4: It’s Highly Effective

53%

Response rate to Latcham Direct’s personalized holiday cards, which sent customers to a pURL to select a gift and designate a charitable donation.

Reality 5: It’s Worth the Effort

Continuous inkjet provides speed and convenience

Data-publishing software delivers scalability

Web-to-print management systems provide flexibility

Cross-channel marketing platforms enable automation such as trigger campaigns

Agenda



• Recommendations

What’s Your Advice?

Help your clients…

Avoid the kitchen-sink syndrome

Ensure that their call-to-action is, well, actionable

Send the right mailers to the right prospects and customers

Think postage, then design

Pull the disparate pieces together

Track their results

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Recommendations and Conclusions

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• Marketers need help!

• The tools are readily available

• Print is a driver for customer engagement and initiating the customer experience

• Targeted, personalized communications are critical

• Direct mail can move customers between print and digital channels… customer acquisition, retention, and reactivation

Conclusions

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It’s Game Time!

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Question & Answer Session

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direct mail delivers: strategies for participating in the ...€¦ · 31.5%better understanding of...

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