p loves @ - print day 2010 - febelgra
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La communication papier et le @ sont des alliés, pas des ennemis.• le DM soutien votre business• l’impact du papier adressé• les forces du papier + le e marketing• l’impact environnemental du papierTRANSCRIPT
PRINT DAY’10 - 22 APRILJacques BRUYNEEL – La Poste / De Post
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How true are these How true are these 5 beliefs in your 5 beliefs in your opinion?opinion?
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BELIEF 1
“PAPER COMMUNICATION IS NOT THE MAIN DRIVER FOR FUTURE BUSINESS.”
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BELIEF 2
“PAPER IS THE DIRECT MARKETING MEDIUM OF THE PAST.”
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“E-MAIL IS THE NEW DIRECT MARKETING MEDIUM BUT WITH A LOWER COST.”
BELIEF 3
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“CONSUMERS AND B2B COMPANIES PREFER INCREASINGLY ELECTRONIC INVOICING.”
BELIEF 4
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“PAPER MARKETING HAS MORE IMPACT ON THE ENVIRONMENT THAN E-MARKETING.”
BELIEF 5
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Some answers Some answers based on facts and based on facts and figuresfigures
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Update on facts and figures of four business issues
Communication impact of paper:“Why paper remains an important communication pillar”
Impact of e-communication on paper:“Why The Post considers electronic an ally of paper”
Environmental impact of paper:“Why paper does have a limited impact on the environmentif it is managed in a responsible way”
Economical impact of paper:
“Why paper communication is a driver for your business”
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““WHY PAPER COMMUNICATION WHY PAPER COMMUNICATION IS A DRIVER FOR YOUR IS A DRIVER FOR YOUR BUSINESS”BUSINESS”
FACT : 60 billions of sales are directly related to Direct Mail
colruyt
Source: BDMA – Size of the direct marketing market in Belgium (2009)
Direct Mail drives business
Brand perception
Sales activation
Boosting of ROI
Loyalty building
DM is a strong sales activator
Integrated with other media DM increases the ROI of your campaigns with at least 20%
DM builds strong long term relations with your customer
DM improves brand perception
High recall rate
DM gets high recall rates even of complex messages
1 2 3 4
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FACT : Integrated with other media DM increases the ROI of your campaigns with at least 20%
15% to 200% extra sales >25% more
loyal customers
Source:Post – 15 DM pilot surveys N: > 25.000
2 to 20 times better recall
>50% of brand
attributes improved
Consumers are strongly being activated by Direct Mail
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230 clients
360 results
253 results
for Direct Mailing
107 resultsDoor to door
FACT: Our database of test results
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Response rates by sector
% Internal % External
Retail 8,22% 6,69%
Services 10,48% 4,08%
Catalogues 6,72% 4,33%
Press 5,07% 4,82%
Direct Mailings works
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““WHY PAPER REMAINS AN WHY PAPER REMAINS AN IMPORTANT COMMUNICATION IMPORTANT COMMUNICATION PILLAR.”PILLAR.”
Addressed Direct Mail represents 10% of gross media spendings
3169
349,1
3169TV; 39,3%
Daillies; 23,0%
Radio; 11,3%
Poster; 8,9%
Free press; 4,8%
Internet; 4,0%
Magazines; 7,8%
Cinema; 0,8%
Mass Media(CIM MDB)
Direct Mail(Pige DM)
Sources (03/02/2010): CIM-MDB, Mediaxim (Mass Media); DM Pige Mediaxim-Post (Direct Mail)
9,9%
Gross Media investments 2009 (in mio eur)
Direct Mail and Email Marketing gain popularity
97% opens
mailbox every day
… but receives only 2
DM/ week
78% is
opened
Consumersspend
1’52’’ per mail
… and behind every letterbox
is a unique person
you can target
The strength of direct mail, the MAIL MOMENT…
E-Mailbox Potential Reach*
67
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33 33
21
8
57%
No
Yes
Total
Daily
Weekly
Less often
Frequency
Frequency of consulting e-mail is less intensive than paper mail
*Source: TNS 2007
**Source: MAS 2005
Letterbox Reach**
100 97
0
97%
No
Yes
Total
Daily
3% Weekly
Frequency
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67% of the Belgian population has access to email
& 100% could be reached by paper Available e mails due to opt-in rules ?
& +90% adresses available (Robinson list / no pub)
Spam, fishing, virus…into e mails
& You are the manager of your post
Source Insites Consulting (2009)
FACT : Not everyone has email, not everyone reads their emails
Direct mail reaches more consumers than email
67% potential reach by e mail, about 1/3 email users have more than one private email address
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51
61
42
22
45 22 2 2 1
Mean = 1.4 Mean = 0.58
Private Professional
1 2 3 4 5 6 1 2 3 4 5 6
%
00
OPT - IN !
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“Do you feel you receive too many Direct Mail?”
82% say no, only 18% say yes
Only a few do not want free unadressed publicity in their mailbox.
FACT : Consumers ask for more paper communication
People like paper as medium
13,6%
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Direct mail is the number 1 information medium across all industries
FACT : DM scores as the preferredinformative communication channelWhich channel do you prefer to receive advertising messages? »
29%
34%
36%
38%
43%
9%
13%
10%
5%
7%
10%
8%
14%
7%
11%
19%
13%
13%
22%
8%
10%
15%
13%
12%
13%
0% 20% 40% 60% 80% 100%
Hifi, video, cell phone, computer (n=144)
Telecom, internet, TV operators (n=184)
Automotive (n=158)
Home equipment: furniture, DIY, garden (n=127)
Beauty products (n=120)
DME-mail
D2D
TV
Radio
Internet
Other
Source: étude E loves P. La Poste - TNS Dimarso; n=1150, 2007
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“Via which channel a company should inform you as a loyal customer?”
- Base = all respondents (n = 1168)
FACT : Consumers feel valorized when approached by Direct Mail
Direct Mail makes a relation personal
DM: 57%
@: 14%
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18% would be angry at their supplier, if they were forced to switch to electronic invoices. 31% of people interested in e-invoicing still want a paper copy by The Post and 10% would print their invoice themselves. 51% of the current e-invoice users print their invoices.
Source: Invoice survey – N=1.000 – 2009 – Ask
Paper remains a tangible asset procuring a sense of reliability
FACT: For invoices, the power of paper is so strong that…
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FACT : New generation color printed invoices have a 30% faster payment term
Today, physical invoices are more than figures and account numbers
Source: www.primenet.com/files/0507
Color increases the understandabilitywith 73%. Readability increases with 14% when high-lighted colors are used instead of bolds. Reduce inbound calls with 73% Customers are 2,5% more willing to pay the full amount if color print is used.
Digital printing support also Direct Mailings
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““WHY THE POST WHY THE POST CONSIDERS ELECTRONIC CONSIDERS ELECTRONIC AN ALLY OF PAPER”AN ALLY OF PAPER”
<< Back to overview
FACT: Site visits increases where mail is introduced to the mix
51%63% 68% 72%
35%
30%27% 23%
14%7% 4% 5%
Have Not ReceivedCatalogue
Received CatalogueWithin Past 12 months
Received CatalogueWithin Past 6 months
Received CatalogueWithin Past 3 months
“How often have you visited the web site in the past 12 months?”
+12%+5%
+4%
Between Once A Month And Once Every 6 Months
Less Than Once Every 6 Months
Greater ThanOnce a Month
Source: Quadrangle: DM & Email 2007. DM & Online 2007
Paper support also web sales
How DM support e business (tested)
Source: UNITED STATES POSTAL SERVICE
• % of orders on the Website supported by catalogues
• % of orders on the Website with e mails
• % of orders on the Website supported by
a flyer
15%
13%
8%
31Source: Market research on 1800 customers, utility sector case
Received DM/Email
Recall DM/Email
Read DM/Email
Correct recall content
Paper mail 100% 49 49 55 27 81 22%
E-mail 100% 28 28 57 16 75 12%
Direct mail is more effective throughout the media funnel leading to an
83% higher content recall rate compared to email
FACT : Paper Mailing generates a better content recall than e-mail
Paper mail has by far more effect on the long run
E-mail has a much stronger impact when combined with a physical mail
DM + E-mail
E-mail only 100 30 13 930 42
•Media recall Clicked Intentions OpenedReceived
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100 34 21 2334 60 93
+ 255%113% 161%
__________________________
Source: DMix survey Mail order (2007)
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Adding DM to email multiplies by 2,5the number of final orders
Adding DM to email reduces by 25%the cost / response
FACT : Email has a much stronger impact when combined with a physical mail
Email and Direct Mailing are complementary
E mail lovers are also paper lovers…
Despite the attention paid to online and e-mail advertising, households with Internet access receive more advertising mail than those without access. This is reflective of household characteristics such as income and education -- Internet access is closely tied to income and education. Households with broadband access average 18.4 pieces of direct mail a week; dial-up households average 15.8 pieces a week, and homes without Internet access average 11.1 pieces of direct mail per week.
The Household Diary Study: Mail Use & Attitudes in FY 2008 at USPS.
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““WHY CAN PAPER HAVE LIMITED WHY CAN PAPER HAVE LIMITED IMPACT ON THE ENVIRONMENT”IMPACT ON THE ENVIRONMENT”
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FACT : When customers talk about green, there is a paradox
Of all customers 85% prefer paper for admin mail and/or commercial offers
45% perceive paperas polluting
while 51% of all emails and e-invoices are being printed
Companies and consumers will have to solve this paradox together
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Other59%
Industry41%
29,2% Combustion installations
3,6% Cement, clinker, lime
2,8% Production of pig iron orsteel3% Mineral refineries
0,6% Pulp and paper
0,4% Coke ovens
0,4% Manufacture of glass
0,4% Metal ore roasting, sintering
0,3% Manufacture of ceramic
0% Other activityPulp and paper 0,6%
Source of greenhouse gas emissions in Europe
FACT : In Europe the pulp and paper industry contributes to only 0,6% of greenhouse gas emissions
0,6% is 3 times less than the contribution of the IT sector (2%)
The Carbon meter and the life Cycle of a DM
DM Carbon Meter: purpose
Calculate carbon (CO2-equivalent) emissions of a standard mailing
Propose low-carbon alternatives
Collect easy comparative benchmarks
Enable continuous improvement
Inputs Screen
Results Screen
Example of a DM Campaign: diagnostic
How to go to low-carbon ?
• Recycled paper:
from FSC to 50% Post-consumer
• Weight of paper:
from 170 g/m² to 115 g/m²
• Type of envelope:
from no label to FSC
• Surface covered by ink:
from 80% to 50%
From 227 to 135 g CO2 per mail. Gain 41% !
Postal distribution is far from being the
predominant C02 source
Distribution = 7,7%
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Summary
• Paper has a strong impact on the performance of businesses due to its proven communication qualities:
• Excellent reach via the mailbox• Willingness to read and respond
• Paper in combination with electronic communications reinforces your ROI
• Paper does not have the environmental impact as generally stated
• It is comparable or often less than the impact generated by the IT industry