Direct mail stats & best practices 2013
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1 The Power of Direct Mail November 27, 2013
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Direct mail statistics and best practices. Talking about response rates, creativity, targeting, offers, etc.
Transcript of Direct mail stats & best practices 2013
11
The Power of Direct Mail
November 27, 2013
Attention Deficit World-
Order
Why Mail?A question of
clutter.
Only 2 ads on average per day
in mailbox
A question of clutter
Break-through the clutter.
% of Canadians that receive advertising / promotional messages DAILY
Q: How often do you receive personally addressed advertising mail in your mailbox/ promotional emails / promotional text messages on your cell phone or mobile device / promotional messages on social networking sites / promotional phone calls to your home phone?Base: Total respondents receiving advertising from each method (n=Varies)
text
Why Mail?A question of reach.
Canadian Perspective – Reach Effectiveness
SourSource : BBM / PMB / Nadbank - Courtesy of Publicis advertising agencyce: BBM RTS Canada, Fall 2010 (as cited in Canadian Marketing Association’s Marketing Facts: 2011 Edition)
180,000 New Addresses
per Year400,000
People Move per Year
35 MILLIONCitizens
(To Speak To)
% of Population in Multi-dwelling Buildings
CANADA …………………24%
Ontario……………………26%Quebec……………………27%Alberta…………………….18%B. Columbia………………26%
Toronto…………………... 61% Montreal…………………. 52%Calgary……………………20%Vancouver………………..55%Ottawa…………………….31%
…And only the mailman has the key !
Why Mail?A question of
consumer preference.
Canadians’ Preferences
Source: Epsilon Channel Preference Study – Dec 2012
Canadian Channel Preferences
Source: Epsilon Channel Preference Study – Dec 2012
Q: What is the one media you would prefer a company or brand use to send you a promotional message? Base: Total respondents (n=800) (Note: One answer only accepted))
Advertising mail (net) = 36%
A question of consumer preference.
Why Mail?
Canadians Mail
Canadians Love Mail
Look forward to what’s in the
mailbox
Canadians Love Mail
Receiving mail is a real pleasure.
Why Mail?
It works.
It gets results.
Read their mail as soon as they receive it.
Read their mail later that same
day.
Mail just works.
Read mail that is personally
addressed to them.
Will open mail from a
company/organization that they know.
Mail just works.
“ There are reasons why a company that controls nearly 70% of internet traffic still sends direct mail.” –
Accurateleads, prweb.comhttp://www.prweb.com/releases/2011/8/prweb8729840.html
Great Results with Direct Mail.
Citizens Respond to Direct Mail
27
1%
43%
42%
49%
88%
Not stated
Publisac / Adbag / Other
Daily Newspaper Insert
Community NewspaperInsert
Mailbox
Print Advertising Reach and Recall
% of Canadians who remember receiving at least one piece of doorstep print advertising in…
The mailbox has a greater recall than other paper-based delivery methods.
Source: Canada Post Marketing Research Study, CP 11-217 CONFIDENTIAL | 27
Trust & Recommendation.
29
Post campaign research conducted by ICOM: Global package goods brand survey
WITHOUT DIRECT MAIL
WITH DIRECT MAIL
+14%
30
Post campaign research conducted by ICOM: Global package goods brand survey
WITHOUT DIRECT MAIL
WITH DIRECT MAIL+16%
Why Mail?
Touch the Senses.
“Greater emotional processing is facilitated by the PHYSICAL MATERIAL than the virtual.”
physicalTHE IMPACT OF
Source: Millward Brown: Case Study Understanding Direct Mail with Neuroscience, 2009
33
1.2% or 3.4%
GETTING TO
AND BEYOND!
Direct Mail Best Practices
Know Your Consumer.
traditional
Customer Journey
relationshiprelationship
needneed
learnlearn
chooschoosee
preparpreparee
useuse
deepdeepenen
shareshare
diversidiversifyfy
journeyTHE CUSTOMER
The Exquisite Importance of
Timing.
Campaign Scheduling
Month ranking response rates: First - December Second - June Third - September Fourth - January
Canada Post High Volume Months: March, April, May, Sept, Oct, Nov
44
Create Synergy.
46
47
+ = Dm Dm Em Em ROI ROI
Long shelf lifeCan involve all 5 sensesTangibleTrusted
InstantLow costAllows more frequency
DM EM
Received
Read (Net)
Read and kept as a reference for
later
Saved for later
Made a purchase
Direct Mail Only
Direct Mail and
x 3
Synergy Improves Results
Source: Canada Post Marketing Research Study, CP 11-217
video
SEM/SEO
display
newsletters
emailImage courtesy of
direct mail
online interactive brochure
email seriesretargeting
lift in total sales
EMAILALONE
DIRECTMAILALONE
DIRECTMAIL
+30%INCREASE IN SALES OVER PREVIOUS YEAR
Target
list types
COMPILED LISTS
COMPILED LISTS+ OVERLAY
RESPONSE LISTS
HOUSE FILE
UNADDRESSED
Targeting: Ease vs. Effectiveness
56
Source: Canadian Marketing Assn and Canada Post Corp
Most Effective
Least Effective
Ease of Targeting
Effectiveness
Geographic
Demographic
Psychographic
Toughest
Easiest
Target by Group Classifications
57
Creative
Role of Direct Marketing Creative
• Your direct marketing package must pass four levels:
1. Get Noticed2. Get Opened3. Get Read4. Elicit a Response
• Each level demands a greater customer commitment.
59
the formats
postcards
selfmailers
foldouts
Image courtesy of
Personalized with Contact’s Name
bookletsImage courtesy of
packageImage courtesy of
dimensional
Image courtesy of
specialtyImages courtesy of Information Packaging
indiciaCUSTOM
stimulateinteracti
on
Photo courtesy of Creative Marketing Solutions
Photo courtesy of Kyp Plc
QRcodes
Personal URLs
USB keys
AR
Example: Surprise with Pop-Ups
Sample Courtesy of Innovative Graphics
A flat Addressed Admail piece will create an impact when it
becomes DIMENSIONAL upon opening
tell a story
Image courtesy of
The BMW M6 Creates Its Own Direct Mail | Co.Create: Creativity \ Culture \ Commerce
Image courtesy of Co.Create
Copywriting for Direct Mail
If someone says “That is a great mailing.”, then you’ve gone in the wrong direction.
What you want to hear is “That’s a great product (or service). I’d love to have it.”
create relevance
WIIFM?
benefits
right for me!Image courtesy of
84
30,240
UNIQUE VARIATIONS
Image courtesy of
Image courtesy of
createurgency
Image courtesy of
Ten Rules for Effective Letters
1. Use a one-to-one conversational style.
2. Personalize with correct name & address.
3. Choose an easy to read typeface (12 point min).
4. Make the offer in the first paragraph.
5. Use action words throughout your letter.
6. Repeat the offer, repeat the offer, repeat the offer.
7. Offer a min of three response options: phone, BRM, email/web, walk-in.
8. Offer incentives for early responders: include an expiry date.
9. Use an actionable “P.S.”
10. It’s about the benefits to the customer, not about you.
Offer
Types of Offers
• Free gifts • Free shipping • Free consultation • Free trial• Samples • Introductory offer • Pre-order• Loyalty programs
• Guarantees • Deadline dates • Limited stock • Payment terms• Contests &
sweepstakes• Friend-get-a- friend
promo• Discounts• Special privileges
Great Offers are Key
Image courtesy of
Test!
Increasing Response Rates
PlusPersonalization
44%
Plus Colour
45%
PersonalizationPlus Colour
135%
Source: Romano & Broudy
3 4
1 25
Plus Variable Content
500%Static,B&W
9797
The Power of Direct Mail
November 27, 2013
