Creative ConsiderationsIn Omni-Channel Campaigns

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Agenda

• The Omni-Channel Landscape

• Media Channel Insights

• 2018 Mail Moment Research

• Creative Considerations in Omni-Channel Campaigns

Leading the “Customer Journey” is likeConducting an Orchestra

Give Customers What they want,When they want, Where they want

Omni-ChannelTranscendence

Omni-Channel

Omni-Channel

• Customers experience a brand, not a channel within the brand

• Retailers leverage their “single” view of the customer in coordinated and strategic ways

Multichannel

• Customer sees multiple touch points acting independently

• Retailer’s channel knowledge and operations exist in functional silos

Meeting Customers where they are

It’s not an Either/Or Conversation

The Challenge of Marketing Clutter

• 10,000+ – Average number of advertisement and brand exposures per day per person

• 21 – Consumers switch between screens up to 21 times an hour

• 8 – Average attention span is now just 8 seconds

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ama.org

Consumer Media Options

• Websites – 1 billion

• Apps – 1.6 million

• Commercial TV stations – 1,387

• Commercial radio stations – 11,395

• Magazine titles – 7K+

Mailbox – 1

Direct Mail + Digital = More ROI

More attention

39%

Combining direct mail with digital attracts 39% more attention than a single medium alone

More spending

25%

Customers spend 25% more when companies use a combination of digital and direct mail

Higher conversions

28%

Direct mail with digital ads yields 28% higher conversion rate

Source:CanadaPost.com Source:postalytics.com Source:Compu-mail.com

Response By Selected Media

5.1%

0.6% 0.6%0.2% 0.4%

2.9%

0.2%

Direct Mail Email Paid Search Online Display Social Media

House/Total Prospect

Source: 2017 DMA Response Rate Report

Customer Perceptions of Mail & Email

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62%

47% 52%39%

49%

8%

25%38% 35% 37%

30%

14%13% 15% 13%23% 21%

77%

Formal Important Believable Personalized Secure Quick

“Thinking about the mail & email you receive from companies, how would you describe the way they communicate with you?”

Mail Both Mail & Email Email

Source: Kantar TNS/MarketReach 2017

Sensitive or Confidential Information

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Source: Kantar TNS/MarketReach 2017

Americans Value the “Mail Moment”

86% pick up mail at first opportunity

80% consumers consider time with mail well spent – up from

73% in 2017

Millennials are more likely to shop at stores or purchase items from companies that advertise in

the mail

Source: 2018 USPS Mail Moment Research

Americans Value the “Mail Moment”

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Source: USPS 2018 Mail Moment Study

2018 Mail Moment Research

Mail Sorting Location

Source: USPS 2018 Mail Moment Study

Direct Mail Marketing Formulas that Impact

the Mail Moment

First Impressions Occur in Two Parts

• First 3 seconds – piece is scanned for who it’s for, who it’s from and what it’s about

• In 8 seconds the recipient determines to stop or continue with engagement

• Visual engagement elements contribute to decision

• Headlines, bold text and call outs are initial attention grabbers

Clarity

will always trump Cleverness

Creative Considerations

What is the Offer?

Creative Considerations

Creative Considerations

Creative Considerations

Creative Considerations

Creative Considerations

Creative Considerations

Creative Considerations

Creative Considerations

What Draws People’s Attention?

Research by Dr. Siegfried Vögele

What Draws People’s Attention?

What Draws People’s Attention?

Font Contrast for Comprehension

Comprehension Good Fair Poor

Black on White 70% 19% 11%

White on Black 0% 12% 88%

White on Purple 2% 16% 82%

White on Blue 2% 16% 96%

Source: Colin Wheildon, “Type & Layout: Are You Communicating or Just Making Pretty Shapes?

93% of all participants found “ALL CAPS” hard to read

What Draws People’s Attention?

• Must consider action motion• Right page pulls 15-20% in mail

order tests. • Left pages do poorly if all text

without images.

People look at:1. The right page top first2. Then the left page middle section3. Then to the bottom right page

Find better image that clearly show two same sized panels

Directional Cues are Influential

• Images can guide user’s attention

• People are naturally drawn to faces and human features

• Users will almost always follow the direction the image is gazing

• Placing copy in line of sight of image is almost always seen

Source: Precision Dialogue“10 Key Findings in Eye Tracking Research” 2016

Image Gaze Impacts Attention

Source: Precision Dialogue“10 Key Findings in Eye Tracking Research” 2016

Information Below the Call to Action is Missed

• Newsletters and emails are typically read for under a minute

• In emails, users act when a compelling CTA is found.

• Content below the CTA is often missed.

• Users have tendency to discard a piece if a compelling reason isn’t seen before CTA

Numerals get more Attention than Words

• For numbers to be noticed, don’t spell them out

• Example – “2X” is seen more often than “double”

• Making numerals larger than body copy increases visibility and retention

Offer Multiple Response Methods

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QR Code

URL address to website along with phone number

Informed Delivery® gives Direct Maila Powerful One-Two Punch

Informed Delivery®

Direct Mail Digital CTA Omni-Channel

Customer Experience

Before and After

Before and After

Before and After

Before and After

Grand Control Hall of Fame

Target Marketing Magazine Grand Control Hall of Fame

Grand Control Hall of Fame

Target Marketing Magazine Grand Control Hall of Fame

Thank You

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Louis J Figurito – Sr. Executive Major Accounts631.316.2720 – louis.j.figurito@usps.gov