Mailing SmarterMaking Business and Promotional

Direct Mail More Relevant

Curtis Roberts, Maine Printing Company/MPX

Today’s Discussion

• Touch Point Marketing Process • Opportunities by Reformatting Statements • Key Factors in Direct Mail Creative• New Technologies for Mail Measurement• Variable Data Printing Advancements

Keep the Big Picture in Mind

• Mailing Purpose must be defined• Not just an event but dynamic

process.• Who are my best prospects and

where do I find them? • What are my customer touch points?

Touch Point Marketing ProcessCharting Communication Timing for Better Results

Newspaper Industry Case

Size & Shape MattersStatements and Business Mail

• It all starts with your Transactional processing system

• Investigation reformatting all your direct mail

• Know the impact on postage, you may be wasting big dollars

• There are major promotional opportunities for reducing format sized

Factors for Redesign Opportunities

Look closely before You Change Formatting• Understand your system and data limitations• Look at overall postage impact. • Are your statements user friendly?• Can you increase sales with inserts?• Are you a community driven business?

Main Factors for Reformatting

• Impact on Internal Operations (Financial/Human)• Current Inventory Supplies• System Limitations• Cost/Benefit Analysis

– Data/Programming– Print production– Customer satisfaction of current system– Operations Impact– Postage Implications: automation, size, weight, density, volume – Promotional philosophy and opportunity

Paper Weight Example Paper Weight/24lb Cut Sheet

7.00 x 11.00 size1 pg = .172 pg = .343 pg = .51 4 pg = .68 5 pg = .85 6 pg = 1.02

8.5 x 11.00 size1 pg = .22 pg = .43 pg = .6 4 pg = .8

5 pg = 1 oz.

Postage Impact on Redesign

Redesign Example

• Chris working with Wise ON EXAMPLES

Value of Using Inserts

• Promotional Inserts Can Work for Your Company– New Technology allows “Selective Inserting”– Offset operational costs with co-op insert programs– Great way for an extra cost-effective “Touchpoint” – Reformatting creates the extra space to enhance your results

Your Salesperson in the MailKeys to Good Creative

AIDA: Your Quick Success Test• Attention: 2-3 sec. to engage or trash the piece?• Interest: Enticing enough to learn or want more? • Desire: Is the offer tempting?

• Action: Does the prospect feel like they will miss

out if they don’t respond now?

Oxford Networks Example

What Makes a Good Offer

1. Customer believes there is a “perceived value” 2. It is simple: Make small type clear. 3. Make it easy to redeem4. Call out the limited time 5. Dollars over Percentages6. Doesn’t have to be a discount7. Test, test, test! (A/B, side, three-way)

Offer Example #1

Offer Example #2

Offer Example #3

If you can’t measure it, forget it.

• Poor measurement #1 tactical error• Create mail metrics standards

– Response Rates: – CPM: Cost per Thousand– ROI: Revenue to sales expense– CPS/CPO: – Cost/Profit per Touch

Measure the Event & Process

Event MethodQty Mailed: 100,000RR%: 2%Orders: 2,000Avg. Order: $25.00Total Revenue: $50,000Less Mailing CPM: $350/m

Event Contribution: $15,000

Cost/Order: $17.50

Profit by PeriodOrders for the period: 12,000Contact Revenue/period $250,000Contacts for Period: 600,000 Period Contact Cost: $102,000Avg. Revenue/contact: $2.40Avg. Cost/contact: .17Margin/contact: $2.23

Period Margin Revenuefrom contacts: $1,338,000

New Measuring Technologies

• PURL: Personal URL– Creates web-page tailored to the person– Tracks exact clicks from mailing– Collects information when web form is used– Great for online surveys, calculators– Action device that enhances response– Can be used in concert with broadcast microsites

Biddeford Case Study

New Measuring Technology

• Variable Barcode Scanning– Retail locations have troubling track mail– Usually “generic” barcode scan– Variable inkjet barcode tie in specifics– Track promotional traffic by retail location– Allows tracking with large runs, and multiple locations

Orvis Retail Stores

New Measuring Technology

• Web Interactive Tool– The Web challenge is to convert clicks to orders– Customers like easy search tools to manage content– Custom web pages create a more personal relationship– Allow business to capture information into a relational database– Closed loop system pushes out custom e-mail and direct mail– Allow business to follow up with relevant information– Proven to covert more web inquiries into sales

CMCC Case Study

Advances in Variable Printing

• Speaking to the individual Pays Off Big Time!– One-to-One direct mail enhances Response Rates and Average Order– Integrates text and images with print streams– Very cost effective on short runs– Look at ROI not CPM– Programming costs & data platforms are key to success– Use variable data that will impact response– Prices will range widely among suppliers, look for deals

Bowdoin Case Study

Hebron Case Study

Intelligent Mail Overview

• Mailing Unlimited Content

FROM THIS

TO THIS

Letters and Flats

Today’s OneCode Confirm™

40+ subscribers approved & activated (represents many different mailers) - continuing to gain new subscribers

As of July 2007 - more than 20 million mailpieces weekly - more than 50 million scans weekly - and growing

Your Vision

Power to:Track that importantmailpiece in near real-time