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Mail is a Must with Multichannel Efforts 2010 Long Island Mailing Conference.

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Presentation on theme: "Mail is a Must with Multichannel Efforts 2010 Long Island Mailing Conference."— Presentation transcript:

1 Mail is a Must with Multichannel Efforts 2010 Long Island Mailing Conference

2 Todays Conversation The New Marketing World The Direct Mail Difference Personalization-VDP/PURLS/ILPS How It All Comes Together

3 A New Marketing World

4 Traditional Marketing

5

6 Radio Magazines TV Newspapers PDAs Cell Phones Portable Media Players Instant Messaging MP3 Players Community Forums Blogosphere Web Sites Word of Mouth News Media Sites Wireless Channels Social Networking Sites New Channels Traditional Channels Message Overload

7 On any given day, the average customer will be exposed to 2,904 media messages, will pay attention to 52 and will positively remember 4. Cut the Message Clutter

8 How Does Direct Mail Fit In?

9 The Direct Mail Difference

10 Provides engagement with customers Direct Mail allows for a one-to-one moment with your customer Reach specific target audiences Is measurable and cost effective Complement all media channels Direct mail delivers on all! Todays most effective MARKETING media

11 Acquisition Branding Loyalty Retention Targeting Integration Engagement Personal The Value of Direct Mail

12 Measurable & Predictable Targetable Flexible Tactile The Value of Direct Mail

13 Stealth Marketing Shelf Life Viral in Nature

14 Personalization helps your message reach customers – loud and clear!

15 What is VDP? VDP, or Variable Data Printing, is a form of on-demand printing that can be used to produce mail pieces that are personalized to a customers individual data.

16 Personalization: The How-To The Four Phases of Personalization The Four Phases of Personalization: Identify potential customers Determine their needs and their lifetime value to the company Interact with customers so as to learn about them and Customize products, services, and communications to individual customers. Source: The One to One Future by Don Peppers and Martha Rodgers.

17 Benefits of VDP One-to-one communications Increased loyalty with customers thru relevant dialogue Quick turnaround Include graphics and maps to visually reinforce the message Improved ROI Affordable

18 VDP: Making Mail More Personal This technique has increased response rates by 40-80% in tests by users.

19 Personalization Techniques: Personalized URLs (PURLs) and Individualized Landing Pages (ILPs) According to recent research, using PURLs can help Direct Mail campaigns yield as much as a 20% response rate. Source: PURLs of Wisdom

20 Personalization Techniques: Personalized URLs (PURLs) and Individualized Landing Pages (ILPs)

21

22 How It All Comes Together

23 56% say receiving Mail is a real pleasure 55% look forward to discovering the Mail they receive 67% feel Mail is more personal than the Internet Mail Evokes Emotion… Source: ComScore Research.

24 Boomers Get Mail Purchase power = $2 Trillion 95% of Boomers sort mail the day they bring it in Source: ComScore Research.

25 X & Y: They Get the Mail More than 85% X & Ys engage 70% used coupons from mail 70% read credit card offers Source: ComScore Research.

26 Direct Mail & the Internet – Retail Customers are TWICE as likely to purchase at the web site 57% of online shoppers enjoy receiving catalogs Source: ComScore Research.

27 Direct Marketing Association The Integrated Marketing Media Mix

28 Traffic Building The percentage of prospects who visited an advertised store, Web site or business. Mail: 4.60% Catalogs: 9.64% Radio: 3.36% Newspapers : 0.13% % Telephone: 4.64% Source: ComScore Research.

29 Lead Generation The percentage of prospects who request additional information regarding an advertised product or service. Mail: 2.30% DRTV: 16.08% Radio: 0.01% Magazine: 0.07% Newspaper: 0.62% % Telephone: 8.25% Source: ComScore Research.

30 Mail is a smart way to support a radio, TV, Web, or print campaign and help turn potential prospects into real customers.

31 MAIL: Make the Connection Direct Mail Provides engagement with customers Allows for a one-to-one moment with your customers Reaches specific target audiences Is measurable and cost-effective Complements all media channels

32 For More Information

33 For more information, contact me at Mario Roman-Shipping Solutions Specialist QUESTIONS! Thank You!

34 The LI PCC would like to thank todays session sponsor Thank you Publishers Clearing House


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