direct mail stats & best practices 2013

11

The Power of Direct Mail

November 27, 2013

Attention Deficit World-

Order

Why Mail?A question of

clutter.

Only 2 ads on average per day

in mailbox

A question of clutter

Break-through the clutter.

% of Canadians that receive advertising / promotional messages DAILY

Q: How often do you receive personally addressed advertising mail in your mailbox/ promotional emails / promotional text messages on your cell phone or mobile device / promotional messages on social networking sites / promotional phone calls to your home phone?Base: Total respondents receiving advertising from each method (n=Varies)

email

mail

text

Why Mail?A question of reach.

Canadian Perspective – Reach Effectiveness

SourSource : BBM / PMB / Nadbank - Courtesy of Publicis advertising agencyce: BBM RTS Canada, Fall 2010 (as cited in Canadian Marketing Association’s Marketing Facts: 2011 Edition)

180,000 New Addresses

per Year400,000

People Move per Year

35 MILLIONCitizens

(To Speak To)

% of Population in Multi-dwelling Buildings

CANADA …………………24%

Ontario……………………26%Quebec……………………27%Alberta…………………….18%B. Columbia………………26%

Toronto…………………... 61% Montreal…………………. 52%Calgary……………………20%Vancouver………………..55%Ottawa…………………….31%

…And only the mailman has the key !

Why Mail?A question of

consumer preference.

Canadians’ Preferences

Source: Epsilon Channel Preference Study – Dec 2012

Canadian Channel Preferences

Source: Epsilon Channel Preference Study – Dec 2012

Q: What is the one media you would prefer a company or brand use to send you a promotional message? Base: Total respondents (n=800) (Note: One answer only accepted))

Advertising mail (net) = 36%

A question of consumer preference.

Why Mail?

Canadians Mail

Canadians Love Mail

Look forward to what’s in the

mailbox

Canadians Love Mail

Receiving mail is a real pleasure.

Why Mail?

It works.

It gets results.

Read their mail as soon as they receive it.

Read their mail later that same

day.

Mail just works.

Read mail that is personally

addressed to them.

Will open mail from a

company/organization that they know.

Mail just works.

“ There are reasons why a company that controls nearly 70% of internet traffic still sends direct mail.” –

Accurateleads, prweb.comhttp://www.prweb.com/releases/2011/8/prweb8729840.html

Great Results with Direct Mail.

Citizens Respond to Direct Mail

27

1%

43%

42%

49%

88%

Not stated

Publisac / Adbag / Other

Daily Newspaper Insert

Community NewspaperInsert

Mailbox

Print Advertising Reach and Recall

% of Canadians who remember receiving at least one piece of doorstep print advertising in…

The mailbox has a greater recall than other paper-based delivery methods.

Source: Canada Post Marketing Research Study, CP 11-217 CONFIDENTIAL | 27

Trust & Recommendation.

29

Post campaign research conducted by ICOM: Global package goods brand survey

WITHOUT DIRECT MAIL

WITH DIRECT MAIL

+14%

30

Post campaign research conducted by ICOM: Global package goods brand survey

WITHOUT DIRECT MAIL

WITH DIRECT MAIL+16%

Why Mail?

Touch the Senses.

“Greater emotional processing is facilitated by the PHYSICAL MATERIAL than the virtual.”

physicalTHE IMPACT OF

Source: Millward Brown: Case Study Understanding Direct Mail with Neuroscience, 2009

33

1.2% or 3.4%

GETTING TO

AND BEYOND!

Direct Mail Best Practices

Know Your Consumer.

traditional

Customer Journey

relationshiprelationship

needneed

learnlearn

chooschoosee

preparpreparee

useuse

deepdeepenen

shareshare

diversidiversifyfy

journeyTHE CUSTOMER

The Exquisite Importance of

Timing.

Campaign Scheduling

Month ranking response rates: First - December Second - June Third - September Fourth - January

Canada Post High Volume Months: March, April, May, Sept, Oct, Nov

44

Create Synergy.

46

47

+ = Dm Dm Em Em ROI ROI

Long shelf lifeCan involve all 5 sensesTangibleTrusted

InstantLow costAllows more frequency

DM EM

Received

Read (Net)

Read and kept as a reference for

later

Saved for later

Made a purchase

Direct Mail Only

Direct Mail and

E-mail

x 3

Synergy Improves Results

Source: Canada Post Marketing Research Study, CP 11-217

video

SEM/SEO

display

newsletters

emailImage courtesy of

direct mail

online interactive brochure

email seriesretargeting

lift in total sales

EMAILALONE

DIRECTMAILALONE

DIRECTMAIL

& EMAIL

+30%INCREASE IN SALES OVER PREVIOUS YEAR

Target

list types

COMPILED LISTS

COMPILED LISTS+ OVERLAY

RESPONSE LISTS

HOUSE FILE

UNADDRESSED

Targeting: Ease vs. Effectiveness

56

Source: Canadian Marketing Assn and Canada Post Corp

Most Effective

Least Effective

Ease of Targeting

Effectiveness

Geographic

Demographic

Psychographic

Toughest

Easiest

Target by Group Classifications

57

Creative

Role of Direct Marketing Creative

• Your direct marketing package must pass four levels:

1. Get Noticed2. Get Opened3. Get Read4. Elicit a Response

• Each level demands a greater customer commitment.

59

the formats

postcards

selfmailers

foldouts

Image courtesy of

Personalized with Contact’s Name

bookletsImage courtesy of

packageImage courtesy of

dimensional

Image courtesy of

specialtyImages courtesy of Information Packaging

indiciaCUSTOM

stimulateinteracti

on

Photo courtesy of Creative Marketing Solutions

Photo courtesy of Kyp Plc

QRcodes

Personal URLs

USB keys

AR

Example: Surprise with Pop-Ups

Sample Courtesy of Innovative Graphics

A flat Addressed Admail piece will create an impact when it

becomes DIMENSIONAL upon opening

tell a story

Image courtesy of

The BMW M6 Creates Its Own Direct Mail | Co.Create: Creativity \ Culture \ Commerce

Image courtesy of Co.Create

Copywriting for Direct Mail

If someone says “That is a great mailing.”, then you’ve gone in the wrong direction.

What you want to hear is “That’s a great product (or service). I’d love to have it.”

create relevance

WIIFM?

benefits

right for me!Image courtesy of

84

30,240

UNIQUE VARIATIONS

Image courtesy of

Image courtesy of

createurgency

Image courtesy of

Ten Rules for Effective Letters

1. Use a one-to-one conversational style.

2. Personalize with correct name & address.

3. Choose an easy to read typeface (12 point min).

4. Make the offer in the first paragraph.

5. Use action words throughout your letter.

6. Repeat the offer, repeat the offer, repeat the offer.

7. Offer a min of three response options: phone, BRM, email/web, walk-in.

8. Offer incentives for early responders: include an expiry date.

9. Use an actionable “P.S.”

10. It’s about the benefits to the customer, not about you.

Offer

Types of Offers

• Free gifts • Free shipping • Free consultation • Free trial• Samples • Introductory offer • Pre-order• Loyalty programs

• Guarantees • Deadline dates • Limited stock • Payment terms• Contests &

sweepstakes• Friend-get-a- friend

promo• Discounts• Special privileges

Great Offers are Key

Image courtesy of

Test!

Increasing Response Rates

PlusPersonalization

44%

Plus Colour

45%

PersonalizationPlus Colour

135%

Source: Romano & Broudy

3 4

1 25

Plus Variable Content

500%Static,B&W

9797

The Power of Direct Mail

November 27, 2013