mail meets mobile
DESCRIPTION
As digital becomes more and more accepted, not only from the younger generations, but as even older generations become larger users of technology, connecting physical marketing messages with the digital channel will ensure that marketing campaigns are more effective.TRANSCRIPT
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Mail Meets Mobile Technology
Bruce Gresham
Product Manager
Christina Kiani
Program Director
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Topics Overview of Mail and Mobile
Multi-channel campaigns
USPS Promotions for 2014
Personalization
Measuring Response Rates
Future Mail
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Mail & Mobile: Facts & Statistics Direct Mail Outlook 1
– Expenditures in US to rise to $196B by 2016
– Increase in mail interaction including younger
age groups
USPS Mail Moment Survey Results 2
– 80% look at mail daily
– 75% like to see what’s in the mail
– 63% is kept at least 2 days
– Spend 25 minutes with direct mail
Engagement
– Over 3,000 messages received per person per day
– Capturing customer attention and engagement is key
1 Direct Mail Outlook: Mail Continues to Deliver by Erik Cagle 2Postcom, Oct. 2012, Gary Reblin
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Mail and Mobile: Relevant Facts & Statistics Smartphone Usage 1
– 193M in US by 2016, approximately 60% of population
Mobile Shopping – Black Friday Stats 2
– Sales on smartphone-optimized sites up 187%
– Visits up 75%
– Page views up 88%
– Average order value up 22%
– Tablet sales 14% compared to Smartphones 7%
1 Statsta 2 BrandingBrand, 2013
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Mail and Mobile Meet !
Image courtesy of phalop88 / FreeDigitalPhotos.net
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Multi-Channel Campaigns Merge physical & digital channels to
build brand awareness
– Increased Revenue
– Reduced Costs
Digital & Physical: Better Together
– Consumers who receive both email & direct
mail on average contribute about $17 in
revenue per household.
Email only $15 of revenue
Direct Mail only $9 of revenue
Neither E-mail nor Direct Mail only $7 of revenue Source:http://www.merkleinc.com/emdmintegration/
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SoLoMo Social
– Engage customers and prospects through Social Media
Local
– Find and target locally
Mobile
– Optimize the experience for mobile (website, payments, etc)
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USPS 2014 Mobile Promotions Mail and Digital Personalization
– May - June
Emerging Technology Featuring Near Field Communication
– June - September
Mail Drives Mobile Commerce
– September – December
USPS Website: https://www.usps.com/business/promotions-and-incentives.htm
– See appendix for more information on all 2014 incentives
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Personalization Matters
Make mail personal:
– Response rates increase as much as 24% over static direct mail
Names
Images
pURLs
Buying habits
More than name or demographics: how and when
someone wants to receive an offer
Variable data in print, drives mobile personalization
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Mobile Barcodes & Personalization
Open Source (QR Code, Datamatrix)
Image with embedded digital watermark
Proprietary Tags
– SnapTags
– MS Tags
– And USPS Intelligent Mail Barcode (IMb)
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IMb Links You to Your Customer
IMb identifies the mailer and recipient in one code
providing the link to personalize a mobile message to
your customer
Mobile applications that read IMb are available that
can be used to read and link mail to internet
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Bar-
code
ID
Service
Type
Code
Mailer ID
(Subscriber ID)
Serial Number – “Open” Digits
Routing ZIPTM – “POSTNET” Digits
Construct of the Intelligent Mail Barcode
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IMb Barcode Advantages
No need to create, manage or print a new code
– Already part of your mailing
Supports personalization – every code is unique
Changing the action of a scan can be done at any time
Real-time “touch marketing”
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Analytics: Measuring Response Rates
Campaign follow-up drives improvement
Track how individual customers respond so you can
increase sales over time
Test different channels and combinations
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Sample Reporting
Analytics are key to
determining the success and
impact of a campaign
– Who scans
– When did they scan
– Type of mobile device used
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Right Now: Augmented Reality Use Concepts Augmented Reality:
– A live view of a physical, real-world environment
– whose elements are augmented by computer-generated sensory
input such as sound, video, graphics or GPS data
– Example: NFL football and the first yard orange line on the field
Key Elements of Augmented Reality:
– Trigger
– Overlay
– Positioning
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Augmented Reality Generated using Aurasma
Personalized Augmented Reality
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The mobile environment offers exciting and powerful
innovations
Linking direct mail with mobile technologies encourages
interaction and engagement with mail
– Creates new marketing channels
– Establishes enhanced communication with audience
– Keeps mail relevant as a marketing tool
Personalization and touch marketing are easily attainable
Let your letters come to life!
Mail & Mobile Summary
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Contact Information:
Bruce Gresham Christina Kiani Product Manager Program Director
Pitney Bowes Presort Services Bull Postal Solutions
[email protected] [email protected]
Phone: 704-726-6728 608-796-2876 ext 1060