Key To InnovationDeliver Magazine & the M.A.I.L. Award

Key to InnovationA Few Words about Deliver Magazine

– Magazine (6X per year) and website

– Innovative ideas for using direct mail

• 10,000 visitors monthly

• Archive of past magazine issues

• Web exclusive articles

• Case studies

• DM 101 section on basics

• Galleries of creative examples

• Links to useful mail tools

• Allows you to submit your

direct mail campaign or story

• Search by topic or objective

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Key to Innovationdelivermagazine.com

Judging

• Entries were evaluated by the Deliver magazine team, two

industry representatives and experts at the Postal Service

• Entries were judged on three criteria:

– Creativity (40%) – Did the piece offer an innovative

approach to its objectives and in the mailer itself?

– Results (40%) – Did the program achieve a significant

level of results for its target audience and objective?

– Suitability (20%) – Was the program appropriate for a

marketing and promotional purpose?

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Key to InnovationDeliver M.A.I.L. Award Entries

• More than two dozen submissions

• Narrowed the list to 10 finalists, which ranged from:

• A wooden postcard

• Solicitations to businesses and professionals to subscribe to

a mid-size daily newspaper in Tennessee

• “Santa” letters sent by a men’s Big and Tall

• Hospital in Georgetown used direct mail to recruit staff for its

medical facilities

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Key to InnovationDeliver M.A.I.L. Award Entries

Finalists included:

• A three-part mailing from Cox Communications to boost

retention among new customers

• A dimensional mail campaign from Siemens Water

Technologies

• The Blue Octo campaign from Mlicki Inc. that used social

media, online, print and mail to promote a new industrial

pump for its client, Gorman-Rupp

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Key to InnovationDeliver M.A.I.L. Award Entries

Key to InnovationDeliver M.A.I.L. Award

Key to InnovationDeliver M.A.I.L. Award – Blue Octo Campaign

• Combined direct mail with social, web and other marketing to create

buzz around a new product.

• Generated a 10-percent response rate

Key to InnovationDeliver M.A.I.L. Award – Blue Octo Campaign

Key to InnovationBlue Octo – Current RELIASOURCE campaign

Key to InnovationMobile Emergence

Only 40% of all phones in US are smartphones

Over 14 million people scanned a QR/mobile barcode in June 2011

(this is ONLY 6.2% of mobile audience!

QR code uptake has increased 4589% from early 2010 to early 2011

Mobile coupons market to double, exceed $4 billion in 2012

Key to InnovationUSPS Mobile Barcode Promotion

USPS saw the value in promoting integration of technology with mail

Very well received by industry and marketers

USPS will continue advocate use of innovative technology with mail

Key to InnovationA Crowded Marketplace

Key to InnovationTrends & Innovations

Augmented Reality is an interactive experience

where virtual components are dynamically merged into a

live video stream in real time.

Digital watermarks, much like how QR codes work, are

data embedded directly within content which are

imperceptible to humans but readable by computers.

Mobile image recognition is another innovation that can

turn mail into more robust and engaging communications.

Key to InnovationSocial Media and Direct Mail – Chick-fil-A

Sent 5000 postcards that drove customers to site to complete

survey and activate an offer.

Recipients encouraged to share offer through their social

networks.

Results: 122% response rate

Key to Innovation2012 Deliver M.A.I.L. Call for Entries

2012 Award Deadlines

• Open for entries – November 15, 2011

Download entry form and rules at

delivermagazine.com/awards

• Deadline for entries – January 20, 2012

Entries must be postmarked by this date

• Award announced – April 2, 2012

Winner to be honored at National Postal Forum in Orlando

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Key to InnovationDeliver M.A.I.L. Award Entries

Questions