How Direct Mail should COMPLEMENT Email, not compete with it
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Transcript of How Direct Mail should COMPLEMENT Email, not compete with it
![Page 1: How Direct Mail should COMPLEMENT Email, not compete with it](https://reader035.fdocuments.us/reader035/viewer/2022062405/5585ae87d8b42ae3228b5109/html5/thumbnails/1.jpg)
Mail & Digital: unlock more value from your customer relationships…
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How? By understanding…
The impact of the digital revolution
Mail’s enduring strengths
How to use mail and email
together
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2007 2008 2009 2010 2011 2012 2013
Apple launch the iPhone in
November
696th most visited site
Active 3G connections
29%
50% increase since 2008 with
19m live accounts
iPad released SMS outstrips voice calls for the first time
UK households own on average
3 mobile enabled devices
48% of emails are read on a
smartphone
33m users with 83% access via a mobile device
1 million UK accounts
One in ten (9%) of households own more than one
tablet and half of owners say they
couldn't live without them, up
from 34% last year
Remember when there were no iPhones? You should do!
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Source: Econsultancy Marketing Budgets 2013 Report
71%of companies are investing more in digital marketing
technology
The digital craze…
But…
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Source: Litmus Email Analytics, August 2013
We’re living in a fast pace, mobile world where we are becoming ever more ruthless with our digital inboxes…
51%of emails are deleted within
2 seconds
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The challenge?
To maximize the benefits
of email
This is where the strength of mail comes in…
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Source: Quadrangle, Mail & Digital, Part 1 2013
open all the mailthey receive69% 32% open all
they receive
Mail has higher engagement rates…
Mail Email
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Source: Quadrangle, Mail & Digital, Part 1 2013
say they receivetoo much mail47%
70% say they receivetoo many emails
100’s of emails in your inbox sound familiar?
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1–in–3 not only look forward to the post arriving, but are disappointed if they don’t receive anything
Source: DMA From Letterbox to Inbox: Building customer relationships, 2013
70%enjoy receiving vouchers, coupons and discounts through the post
Mail is valued more by consumers in a digital world
1–in–4 would give up internet on their mobile compared to 1–in–10 who would give up their letterbox
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Source: Quadrangle, Mail & Digital, Part 1 2013
1–in–4leave their post out to revisit later
Making time for the post…
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Email and mail have unique yet complementary roles
mail + email = improved customer relations
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Even customers say they want a bit of both…
51%prefer
companies to use a
combination of both email and
Source: DMA From Letterbox to Inbox: Building customer relationships, 2013
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Why?
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Mail’s key strengths…
Feel more valued
Spend time reading it
Grabs attention
Delivers a brand impression
Easy to take in
17%57%
27%56%
31%56%
17%55%
36%48%
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* Our Neuroscience study of 160 adults supports this fact and shows that messages delivered by mail are encoded into long-term memory and have greater impact than TV or email
Mail is best for a more memorable message*
57%Say they are more likely to remember a message by
32%Remember messages
delivered by email
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Email’s key strengths…
Easy to file
Confirmations and follow ups
Easy to respond to
57%
83%
40%
21%
14%
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34%
Does using email and mail together have any effect? Yes! Together the mediums create uplift in action
13%uplift on driving
consumersto a website
22%uplift onpurchase
uplift on using acoupon or voucher
Source: Quadrangle, Mail & Digital, Part 1 2013
When compared to using either on its own
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Source: Quadrangle, Mail & Digital, Part 1 2013
What do mail and email get customers to do?
Thinking &Feeling
Knowing & Doing
Gets customers
Gets customers
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Mail and email can work together to support you through theentire customer life cycle…
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21%
Brochures and catalogues
Welcome packs
Bills or statements
Loyalty rewards
Issues or complaints
Information from companies not used before
Other products and services
Confirmation or follow-up messages
News and updatesReminders
63%
62%
53%
49%
40%
23%
26%
27%
42%
36%
43%
54%
57%
62%
39%
26%
22%
21%
17%
EmailMail
Source: Quadrangle, Mail & Digital, Part 1 2013
Do customers prefer mail or email… it depends!
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Use email primarily for
Information
Clickthroughs
Confirmations
Time-sensitive promotions
News
Status/account updates
Feedback
Use both selectively for
Billing
Thank yous
Welcome
Renewal
Newsletters
Notifications
Invitations
Reminders
Use mail primarily for
Letters
Catalogues
Coupons
Magazines
Brochures
Rewards
Samples
Official/legal
Tactile/creative
Arts programmes
Source: Quadrangle, Mail & Digital, Part 1 2013
How to get the best out of both
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An example of how you might use mail and email together
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Case Study: Monarch
A recent Monarch Airlines campaign featured a teaser email to make people look out for
something in the post…
The Results? over £2.2 million in sales. Monarch’s website saw 21.7% of DM recipients visit.
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Easy to take in
Grabs my attention
Enjoy receiving and reading
Feel more valued
Do something as a result
More professional
Spend time reading it
Gives a better impression
Easy to file
For sending reminders
Confirmation/ follow-up
Easier to respond to
Better for the environment
+2
-5
+9
+10
+14
-1
+5
+3
+10
+1
-1
+3
+17
+28
+16
+12
+13
+10
+27
+21
-1
-7
+15
+3
Source: Quadrangle: Mail & Digital Part 1, 2013 (n=1000)
-0
2013
Mail has a define role to play in alongside emailEmailMail
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Did you know…
Campaigns with mail show significantly higher ROI
than those without – 1158% compared with
320% on non mail campaigns.
18-29 year olds are the most engaged with
printed mail.