Keeping Direct Mail Relevant in an Online World Dave Lewis, President SnailWorks

Postal mail still has some important advantages that no other channels share…

Market Penetration Exclusivity Targetability Perceived Value The Mail Moment

Still, direct mail has its limitations…

Expensive Lacks State- of-the-art buzz Unpredictable delivery time Requires effort to respond

Tying in other marketing channels can overcome direct mail’s limitations

 Marketing  Web Marketing  Social Media

◦ Strengths:  Cheap  Precisely timed  Allows for immediate response with a click  Very measurable ◦ Weaknesses:  Cheap – low perceived value  Permission based  Low open rates  Difficult to get lists or target

◦ Strengths:  Responsive – Prospects can buy there  Controllable – You control every element of the site  Your brand lives here ◦ Weaknesses:  Getting eyeballs – a billboard in the basement  Not focused on a particular offer

◦ Strengths:  It’s everywhere! Great reach  Very low media cost  High-tech, up-to-date ◦ Weaknesses:  Passive - Inbound  High maintenance  Always changing

 Direct mail drives a broad spectrum of prospects to the web  Coordinated can help simplify and boost response  Coordinated offers a simplified path for response – just click

Effective multi-channel marketing is all about using the right tools and setting business rules

 Intelligent Mail is a Postal Service program that uses a special barcode (the Intelligent Mail barcode, or IMb)  The IMb consists of: ◦ A Barcode ID – identifies the type of barcode ◦ A service type ID – tells the barcode what to “do” ◦ A mailer ID – Identifies the mail owner or preparer ◦ A serial number – a “license plate” for the mail piece ◦ The ZIP+4 and delivery point – where it’s going!

 Why Intelligent Mail? ◦ Needed to secure postal discounts ◦ Allows delivery tracking of mail  Coordinate other marketing  Just know it got there! ◦ Provides for other services:  ACS - Address Change Service  Returned/forwarded mail

 marketing is groups of sent to a list that has given permission to send  is regulated by CAN/SPAM laws  Two primary styles: ◦ HTML: With images ◦ Text  Two distribution methods: ◦ blast ◦ Triggered

 Why as part of a Multi-Channel campaign? ◦ Reinforces direct mail message and branding ◦ Offers another channel to those who do not receive/read direct mail ◦ Provides an easy way to respond – just click! ◦ Inexpensive – easy to add additional efforts

 A URL is a Uniform Resource Locator  Generally links to campaign landing page ◦ PURL: Personalized URL  DaveLewis.PromptEvents.net ◦ GURL: General or “Guest” URL  ◦ QRURL: QR code URL – Optimized for mobile

 Why PURLs, GURLs, and QRURLs? ◦ Make it easy to find your landing page ◦ Make it easy to find your offer ◦ Make it easy to respond  Prepopulate forms – especially valuable on mobile ◦ Track, track, track!  Exactly who has visited!

 A Landing Page is a web page created specifically for the campaign/offer – sometimes called a micro-site  Typically reflects the branding of the direct mail and marketing efforts  Leads directly to the offer – may be prepopulated  May or may not reflect branding from company web site

 Why a Landing Page? ◦ Specific to offer – prospect doesn’t need to look for offer ◦ Easy to respond – can be prepopulated ◦ Measurable – you know how many came to the page, and who responded ◦ Specific to campaign – can be personalized, varied by segment, location

 Social Media is generally the building of networks and communities on digital sites such as Facebook, LinkedIn, Twitter, and others  Can be used to generate additional activity to landing page  Provides means of viral sharing of marketing efforts

 Why Social Media? ◦ Low media cost ◦ Tremendous potential audience ◦ Particularly effective with young market ◦ Viral potential

Deploying your own Multi-Channel Campaign!

Think like a flow chart

Start with a plan – and a strong offer

Select a great GURL: HailTheSnail.com FNW2013.org May14seminar.com

 Coordinate  Execute  Measure  Adjust

 Direct Mail people, meet the and Web folks!

DIRECT MAIL RESPONSE Other16.95% Web 6.42% Other Mail13.45% Telemarketing1.84% Renewal Mail61.34% DIRECT MAIL RESPONSE Other16.95% Web 6.42% Other Mail13.45% Telemarketing1.84% Renewal Mail61.34%