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USPS Direct Mail 2012

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by

Campbell Ewald

on 28 September 2012

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Transcript of USPS Direct Mail 2012

Why Direct Mail? Mail achieves results that fewer media channels can match. High reach 80 % collect their mail at the first opportunity. - USPS 2011/2012 Mail Moment Survey. 80 % take time to look through the mail. - 2010 USPS Household Diary Survey. High readership 42 % of 25-34 year olds said they read mail
immediately and find it useful. - 2010 USPS Household Diary Study. High response nearly use coupons from the mail. 40 % of households with incomes over $65k purchased from DIrect Mail in 2009. 58 % - 2010 USPS Household Diary Survey. Mail carries
relevance. Relevance = Results Mail lets you: Target a specific area.
Reach a unique audience.
Personalize your communications. 74 % of customers would like to receive more personal mail. Extend your message Direct Mail gives your communication
an increased shelf life and pass-along value. Measurable results Mail powers marketing
in many ways. Education Use surveys to track your customers' preferences and attitudes. Retention Stay top-of-mind with current customers.
Retain customers through loyalty programs. Acquisition Reach potential customers in their homes and near your business. Cross-selling Current customers are still potential customers. What else can you offer them? Reactivation Target previous customers with renewal offers and incentives. Direct Mail offers many formats
to best fit your needs: Letters/envelopes 3.40% response rate
Low on cost and
highly effective. Postcards 2.47% response rate
A fast read that can lead to fast results. Self-mailers More room for messaging.
Include reply cards
for tracking. Dimensional mailers 2.81% response rate
Immediate engagement with rewarding results. Catalogs 4.26% response rate
Showing multiple products may help you increase response. Mail Integrates. Mail fortifies broad-based media
and helps marketers generate: Traffic. Leads. Sales. Direct Mail has boosted ROI
of integrated campaigns by 20 % The little Book of Big Returns, Royal Mail Group Ltd. 2011 Consider the
U.S. Postal Service
Priority Mail Flat Rate
Box campaign. Direct Mail has boosted ROI
of multi-channel campaigns by 20 % - The Little Book of Bigger Returns, Royal Mail Group Ltd. 2011. Sales volume increased by 53 % With Direct Mail as part of
this integrated campaign:
Sales volume increased by 53 % Product revenue increased by 46 % Response goals were exceeded by 54 % Direct Mail was the campaign's
most influential medium. It outperformed all other
marketing channels combined. Direct Mail delivered responses.
Given a choice, consumers
responded by mail. And when a reply card was added to print ads, responses increased 600 % Direct Mail also integrates
with technology. of Americans use smartphones, creating a huge digital market. 46 % Why use technology in mail? Personalize offers
for customers. Give interactive product demonstrations. Show your product in three-dimensional detail. Include product information or
directions to your business. Track and measure results
quickly and accurately Direct Mail success stories. So why does
Direct Mail work? Trust: Consumers trust information they receive by mail more than information online. Convenience: 79% of consumers find reading the mail
more convenient than going online. Satisfaction: Mail is the preferred channel for information regarding health, finance, and more. Awareness: Consumers pay closer attention to information received by Postal mail. Direct Mail delivers success. Every Door Direct Mail Service
helps businesses grow by targeting local consumers for a low postage cost. "You can really market to the customer that you think will be best for your business." - ZIPS® Dry Cleaners "This has helped us build our business. Each month, we're seeing an increase in patient count." - Doctor's Express® "This year versus last year,
we are up 22%." - Vocelli® Pizza There's success beyond Every Door Direct Mail too. Personalized Direct Mail gave Dukky a 22 % 6,000 response rate and data for over customers. "We're big fans of Direct Mail. If it has a good design and a good offer, it will drive a very cost-effective response" - Renee Hall,
VP of Business Development at Dukky Speedo used QR Codes to link consumers
to videos of swimmers talking about
technical aspects of products. "Speedo's sponsored athletes are never really in front of the consumer saying 'I use this product and here's why you should get it too' so that was something we wanted to achieve with the QR Code video." - Katie Tyrell,
Speedo USA's Director of Marketing An inside look at the power of Direct Mail. 45 % 75 % like to see what's in the mail. - 2010 USPS Household Diary Study. 43 % Track and test the effectiveness of your mail's messaging, format, offer, list, and more. over and Mail powers marketing
in many ways. QR CODE 5 URL 15 MAIL % % % SEARCH 3.8 OTHER 16 MAIL % % % WEB BANNERS 2.3 % E-MAIL 6.2 % PRINT 8.1 % DRTV 6.2 % Track and measure results
quickly and accurately. Thank you! Any questions? Direct Mail has boosted ROI
of multi-channel campaigns by 20 % - The little Book of Big Returns, Royal Mail Group Ltd. 2011 Sales volume increased by 53 % 1 Direct Mail ranked 1st in ROI
for acquisition. 1 Prospects. ® Direct Mail ranked 1st in ROI
for retention. Source: Target Marketing 2012 Annual Media Usage Survey. Mail Applications Mail Applications Source: Target Marketing 2012 Annual Media Usage Survey. *Among existing customers;
DMA,"The 2012 Response Rate Report." *Among existing customers;
DMA,"The 2012 Response Rate Report." *Among existing customers;
DMA,"The 2012 Response Rate Report." *Among existing customers;
DMA,"The 2012 Response Rate Report." 57 79 * * * of 35-44 year olds said they read mail
immediately and find it useful. of 45-54 year olds said they read mail
immediately and find it useful. - 2010 USPS Household Diary Study. - 2011/2012 USPS® Mail Moment Study. - 2011/2012 USPS® Mail Moment Survey. - 2011/2012 USPS® Mail Moment Survey. USPS® campaign data based on Direct Mail drops 3/14/11-5/8/11. USPS® campaign data; May 2009-July 2011. "Finding the Right Combination: What Drives Channel Choice," conducted by ICOM, a division of Epsilon Targeting, August 2010. Sources: Two-year compound annual growth rate (CAGR) of Flat Rate Box volume since May 2009. USPS® monthly Revenue, Pieces, and Weight Report. FY10 USPS campaign data. Reach this market by adding a QR Code a Digital Watermark Augmented Reality or a Snap Tag Source: USPS® campaign data. FY10 results (.07% with BRM) as compared to FY09 results (.01% without BRM). Source: 2012 Pew Internet and American Life Project. * ® Connect with customers via social networks. "Finding the Right Combination: What Drives Channel Choice," conducted by ICOM, a division of Epsilon Targeting, August 2010. "Finding the Right Combination: What Drives Channel Choice," conducted by ICOM, a division of Epsilon Targeting, August 2010. "Finding the Right Combination: What Drives Channel Choice," conducted by ICOM, a division of Epsilon Targeting, August 2010. QR Code is a registered trademark of Denso Wave Incorporated. Awareness Use mail to create a personal connection with your business and brand.
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