Triggered Direct MailAn Opportunity for Growth

A M A R K E T S E G M E N T S E R I E S

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Purposeful Personalization

When’s the best time to reach out to a prospect? When they’ve been thinking about you. Triggered direct mail connects in a meaningful way to an action a consumer has recently taken, like visiting a landing page. This particular behavior launches an automated process that generates a relevant direct mail piece for that person. The communication goes out quickly, within 24 to 48 hours, while the action remains fresh in the consumer’s mind.

With its advantages of timing and relevance, triggered direct mail takes personalization to new heights. Today retailers and brands must engage buyers in both digital and printed worlds. Triggered direct mail bridges the digital brand experience and encourages the next step on a buying journey.

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Abandoned cart

Call center query

Content download

Event attendance

Inactive account

Many benefits attract marketers, brands, consumers and print providers to triggered direct mail. It combines the powers of direct mail and data for digital-age personalization. Triggered direct mail complements omni-channel strategies and serves all stages of the customer lifecycle. It also appeals to millennials, who move freely between offline and online experiences. Production print workflow software streamlines processes, making the personalization easy, affordable and timely.

Triggered Direct Mail Complements Many Strategies

C U S T O M E R L I F E C Y C L E T R I G G E R P O I N T S :

Landing page visit

Loyalty membership

New customer

Product demo

Seasonal behaviors

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A customer lifestyle trigger point, provides valuable information about a customer. Even if it’s just what they left in their abandoned cart, that gives you a basis for targeting. It opens the door to personalization connected by a previous action or condition. The value to marketers is having a highly targeted (and affordable) communication to lure consumers back to the buying journey.

Healthcare, real estate, financial services, education – many industries use triggered mail because it’s a flexible, effective tactic, and these numbers tell the story. What touch points in your customers’ businesses could feed triggered direct mail? Print providers with the right skills and resources can help marketers take advantage of this personalized communications opportunity.

1. USPS Mail Moments: 2016 Review, March 2016. https://www.uspsdelivers.com/wp-content/uploads/2016/11/ Still_Relevant-A_Look_At_How_Millennials_Respond_To_Direct_Mail.pdf

2. https://www.usps.com/business/promotions/direct-mail-brochure.pdf3. https://www.ama.org/resources/White%20Papers/Pages/2017-personalization-development-study.aspx4. https://i.marketingprofs.com/assets/images/daily-chirp/170420-infographic-direct-mail-vs-email-full.jpg

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Looking at the Numbers

84%of millennials willingly spend time looking at their physical mail.1

81%of Americans still open their daily mail, while blocking out most digital messages.2

79%of companies that exceeded revenue goals have a documented personalization strategy.3

75%recalled a brand directly after receiving direct mail, but only 44% could after seeing a digital ad.4

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Share these insights with clients and partners as you explore ways to drive buyer journeys with triggered direct mail.

B E A C L U T T E R B U S T E R

Marketing messages bombard us every waking moment, but triggered direct mail cuts through the clutter. We may block out most digital messages, but 81% of Americans1 still open their daily mail.

T A P T H E T O P D I R E C T R E S P O N S E C H A N N E L

Direct mail may have a higher cost than some digital channels, but it’s worth it. Direct mail response rates run 10 to 30 times higher than digital marketing.2 It’s a familiar tool for printers and marketers and it’s re-energized by data targeting and lifecycle trigger point.

R E G A I N L O S T C U S T O M E R S

Even disengaged customers respond to personal attention in positive ways. Personalized, triggered messages contribute to a 20% reduction3 in cart abandonment rates and a 15-30% increase in overall sales. What a digital interaction can’t do, a printed direct mail piece often can by guiding a hesitant buyer across the finish line to an order.

1. https://www.usps.com/business/promotions/direct-mail-brochure.pdf2. The Direct Marketing Association. http://www.dmnews.com/direct-mail/dma-direct-mail-response-rates-beat-digital/article/245780/3. DMA report. https://dma.org.uk/article/triggered-messaging-turning-lost-leads-into-long-customer-lifecycles4. Millennials: An Emerging Consumer Powerhouse, Quad/Graphics, March 2016. USPS study. https://www.uspsdelivers.com/

still-relevant-a-look-at-how-millennials-respond-to-direct-mail/5. 2017 DMA Response Rate Report. https://thedma.org/news/data-driven-marketers-diversify-across-channels/

Playing to Win

C A P T U R E A N D K E E P M I L L E N N I A L S

Nearly half of millennials ignore digital ads, but that’s not the case at all when it comes to direct mail. Studies consistently find that millennials enjoy and trust printed mail over email. In fact, only 15% of millennials say they ignore direct mail.4

F U E L O M N I - C H A N N E L M A R K E T I N G

Omni-channel marketing allows companies to interact with consumers via multiple channels and reinforce brand and messages, and direct mail adds another dimension . Online and offline channels have a higher lift together than when used separately. According to the DMA, response rates increase up to 35% when email and direct mail are combined.5

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Marketers need help

50%of companies

use direct mail in

marketing strategies.

Only 38%of respondents believe they are optimized to deliver real-time offers and campaigns across all touchpoints.

Critical Insights You Need to Know

Print is king

Direct mail has response rates up to 5.1% versus 0.6%1 for digital.

Direct mail produced 20%

higher activation in brain sections

assigned to motivation2.

+20%

5.1% 0.6%

Break through the clutter

74 trillion emails sent every year. Average lifespan: Just two seconds.

of consumers act on direct mail right away, vs only 45% for email.

79%

read catalogs received in the mail1

42%

71 DMA Response Rate Report 2017, Direct Marketing Association, 2017. 2 A Bias for Action: The neuroscience behind the response-driving power of direct mail, Canada Post, July 31, 2017. All other data ©2015 InfoTrends.

Omni-channel works

Direct mail ROI was

boosted by 20% when included in

an integrated campaign.

—The Little Book of Bigger Returns (Royal

Mail Group Ltd. 2011), Direct Mail:

Consumers spend 25% more when exposed to a mix of direct mail and email marketing.

+20%

+25%

Deliver results

According to the Direct Marketing Association direct mail generates 10 percent more customers than email, despite the growing popularity of automated online promotions. (DMA),

65% of consumers like to browse through both catalogs and online information before purchasing.

+

+10%

Timely personalization delivers results

75% online shopping carts are abandoned across 500 leading global brands

Up to 60% of cart abandonment messages result in a purchase within 24 hours of send.

88% of U.S. marketers reported seeing measurable

improvements due to personalization — with

more than half reporting a lift greater than 10%.

D A T A D R I V E S T R I G G E R E D D I R E C T M A I L

Develop or acquire a fundamental understanding of how to work with data and what data your customers have at their disposal. Many retailers rely heavily on actual purchase behavior data for designing personalization programs. Share the impact of triggered direct mail and demonstrate the ability to drive bottom line results.

P E R S O N A L I Z A T I O N S O F T W A R E P U T S I T T O G E T H E R

Invest in the right tools and technologies to send something specifically useful to one person based on one action. When the triggered piece arrives, it’s already relevant to the recipient, because they’ve shown interest through their previous behavior. Successfully competing in this marketplace requires the ability to handle personalization synchronized across print and digital touch points.

A U T O M A T I O N M A N A G E S T R I G G E R E D M A I L W O R K F L O W

Ensure a well-optimized workflow by investing in the right prepress and production suite. With these tools, triggered direct mail can be created with faster turnaround, reduced costs and less manual involvement.

T E S T T H E I M P A C T A N D D E L I V E R R E S U L T S

Share the impact of integrated campaigns and offer to conduct a test with your clients. By demonstrating the impact and bottom line results, you are changing the conversation from buying a print program to delivering revenue.

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These four elements must come together to drive additional revenue through triggered direct mail.

Getting in the Game

Examples of Triggered Direct Mail

• Postcards• Letters• Self-mailers

• Catalogs and magalogs• Loyalty offers• Service coupons

Triggered Direct Mail in Action

Postcards Drive Client Loyalty and Revenue

FranceDOCAPOST

www.docapost.com

O P P O R T U N I T Y

International beauty retailer Yves Rocher knows that consumers respond well when brands get personal. Following an initial purchase, the brand follows up with a personalized postcard that urges re-purchase.

T R A N S F O R M A T I O N

DOCAPOST helps many clients reach consumers in physical and digital ways. They know that timely personalization that utilizes past purchase triggers deliver significant results. Hyper-personalization aligns products and prices to consumer profiles. For Yves Rocher, they combined personalization software and Xerox presses to send personalized postcards

that drive sales, about 90M cards (up from 14M in 2011) annually. A scratch-off layer tempts readers to uncover a unique offer. Product personalization delivered a performance boost and is a critical strategy to increase foot traffic to increase sales. Mailing to current customers reduces sales acquisition costs. The success of the personalized postcards led to expansion into other divisions.

Personalized and Triggered Direct Mail Generates Remarkable Returns

BelgiumDataline

www.dataline.eu

O P P O R T U N I T Y

Personalization has constantly evolved in the magazine published by Dataline, a market leading software company in Belgium, specializing in automation software. The magazine targets company stakeholders in several segments of the printing industry early in their journeys with a combination of personalization points triggering high-value content.

T R A N S F O R M A T I O N

Vprint, specialists in print, data and personalization, produced 30,000 unique 24-page magazines on a Xerox Trivor® inkjet press. Dataline generated relevant content using XMPie® Software for each issue across many

levels of personalization, with five variable image, text and color elements on the covers alone. Two product lines, ten market segments, eight job functions and multiple languages add complexity. Articles change out based on reader profile or geography. Each magazine page has a personalized URL, an important influence KPI. Intelligent personalization delivered a 4x increase in website hits and 3x more page views per visitor.

“If a reader lives in Paris, we show stories from Paris, not Amsterdam. Or is she’s the CFO, on the cover she’ll read information important for a CFO.”

Dirk Deroo, CEO, Dataline

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Ramp Up for Triggered Direct Mail

Xerox® Brenva® HD Production Inkjet Press Xerox® Trivor® 2400 Inkjet Press Xerox® Impika® Inkjet PressesXerox® Rialto® 900 Inkjet Press

Review this technology portfolio for an overview of resources and solutions for triggered direct mail success. Your investment in inkjet production, workflow automation and personalization software will come together in a lean operation that minimizes waste. That means more profit for you, and it’s a convincing case to make to your customers.

See more at www.xerox.com/production.

M A R K E T - L E A D I N G T E C H N O L O G Y

• Xerox® Brenva® HD Production Inkjet Press, a cut-sheet inkjet device, is ideal for those looking to capitalize on the economics of inkjet printing but require all the versatility of a cut-sheet package.

• Xerox® Rialto® 900 Inkjet Press, with the world’s first fully integrated, narrow web, roll-to-cut-sheet design, is for those seeking a smaller footprint and lower entry point into production inkjet technology.

• Xerox® Trivor® 2400 Inkjet Press maximizes productivity and offers automated image quality advancements inside a highly flexible system. The result is a press that delivers the quality and reliability your business depends on today, while providing scalable options to protect your investment for the future.

• Xerox® Impika® Inkjet Presses provide a flexible range of solutions to meet all your inkjet needs, while offering scalability to ensure your investment is protected in the future.

• Xerox Nuvera® Production Systems offer industry-leading black-and-white quality and reliability in a variety of modular configurations.

• Xerox® Versant® 3100 Press, an extremely versatile production solution, packs power, performance and automation with Ultra HD Resolution for outstanding quality.

• Xerox® Iridesse Production Press offers all the hallmarks of a digital press – personalization, economical short runs, and agile production – enhanced by new high-value inline capabilities that allow you to combine stunning CMYK with Metallic, White and Clear specialty inks in a single pass.

• Xerox® iGen® 5 Press one platform, unprecedented automation, quality, flexibility and configurability with the ability to go beyond CMYK with Gamut Extension Colors as well as Clear and White Dry Ink.

Visit www.xerox.com/directmail.

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Xerox® iGen® 5 PressXerox® Nuvera® Production Systems Xerox® Iridesse® Production Pres

W O R K F L O W A U T O M A T I O N A N D 1 : 1 / C R O S S - M E D I A S O L U T I O N S

With our award-winning Xerox® workflow portfolio and working collaboratively with our partners, we have assembled the industry’s most comprehensive array of workflow solutions to help improve how you process direct mail communications.

• Xerox® FreeFlow® Core automates and integrates the processing of print jobs, from file preparation to final production, for a touchless workflow that reduces time and costs.

• Xerox® FreeFlow® Variable Information Suite of variable data tools allows you to personalize your communications quickly, cost effectively and automatically— all while driving your print engines at rated speeds.

• XMPie® Circle is a cloud-based solution for planning, managing and automating your multichannel marketing campaigns.

• XMPie® PersonalEffect® turnkey systems provide powerful, out-of-the-box solutions for professional-grade graphic art variable data print applications, best-in-class Web-to-print storefronts and multichannel communications that bridge print with digital media. PersonalEffect Enterprise Platforms provide bespoke solutions for high-end, demanding requirements.

• For input data streams, composition, prepress and more, you’ll find solutions from GMC, Chemistry by Solimar and Compart to fit your specific needs and unique business environment.

Visit www.xerox.com/workflow.

B U S I N E S S D E V E L O P M E N T A N D P R O F E S S I O N A L S E R V I C E S

The Xerox® ProfitAccelerator® program, with a portfolio of 100+ tools, resources and training services, is designed to support your efforts from sales and marketing, business planning, operations and new application development. Other services help to:

• Effectively sell direct mail applications

• Market to vertical industry segments

• Leverage omni-channel marketing

Visit www.xerox.com/DriveProfit.

©2018 Xerox Corporation. All rights reserved. Xerox®, Xerox and Design®, Brenva®, CiPress®, FreeFlow®, iGen®, iGen4®, ProfitAccelerator®, Rialto®, Trivor®, Versant® and Xerox Nuvera® are trademarks of Xerox Corporation in the United States and/or other countries. XMPie® and PersonalEffect® are trademarks of XMPie Inc. Impika® is a trademark of Impika Société Anonyme in the United States and/or other countries. 12/18 WEISU-240 BR25312

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