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Direct mail stats & best practices 2013

The document discusses the effectiveness and consumer preferences for direct mail advertising in Canada, illustrating that Canadians receive fewer ads by mail than through other digital channels, yet they engage more with personalized mail. It emphasizes that direct mail is memorable and can elicit better customer response rates when well-executed. The document provides guidelines for maximizing direct mail success through creativity, timing, and targeted offers.

Marketing◦Business◦
Related topics:
Direct Mail Strategies•
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The Power of Direct Mail November 27, 2013 1
Attention Deficit World-Order
Why Mail? A question of clutter.
A question of clutter Only 2 ads on average per day in mailbox
Break-through the clutter. % of Canadians that receive advertising / promotional messages DAILY email text mail 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)
Why Mail? A question of reach.
Canadian Perspective – Reach Effectiveness SourSource : BBM / PMB / Nadbank - Courtesy of Publicis advertising agency ce: BBM RTS Canada, Fall 2010 (as cited in Canadian Marketing Association’s Marketing Facts: 2011 Edition)
35 MILLION Citizens per Year 400,000 180,000 New Addresses (To Speak To) Move People per Year
% 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
A question of consumer preference. Advertising mail (net) = 36% 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))
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.
Mail just works. 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.
“ There are reasons why a company that controls nearly 70% of internet traffic still sends direct mail.” – Accurateleads, prweb.com http://www.prweb.com/releases/2011/8/prweb8729840.html
Great Results with Direct Mail.
Citizens Respond to Direct Mail
Print Advertising Reach and Recall The mailbox has a greater recall than other paper-based delivery methods. % of Canadians who remember receiving at least one piece of doorstep print advertising in… Mailbox 88% Community Newspaper Insert 49% Daily Newspaper Insert 42% Publisac / Adbag / Other Not stated 27 Source: Canada Post Marketing Research Study, CP 11-217 43% 1% CONFIDENTIAL | 27
Trust & Recommendation .
+14% WITH DIRECT MAIL WITHOUT DIRECT MAIL Post campaign research conducted by ICOM: Global package goods brand survey 29
+16% WITH DIRECT MAIL WITHOUT DIRECT MAIL Post campaign research conducted by ICOM: Global package goods brand survey 30
Why Mail? Touch the Senses .
“Greater emotional processing is facilitated by the PHYSICAL MATERIAL than the virtual.” Source: Millward Brown: Case Study Understanding Direct Mail with Neuroscience, 2009 THE IMPACT OF physical
33
GETTING TO 1.2% or 3.4 AND BEYOND! %
Direct Mail Best Practices
Know Your Consumer.
traditional
Customer Journey
relationship
need share learn diversify choose deepen prepare use THE CUSTOMER journey
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
Dm Dm + Em Em = ROI ROI 47
DM EM Instant Long shelf life Can involve all 5 senses Low cost Allows more frequency Tangible Trusted
Synergy Improves Results Direct Mail Only Direct Mail and E-mail 100% 100% Received 51% 53% Read (Net) 11% 16% 6% Read and kept as a reference for later 16% Saved for later Made a purchase Source: Canada Post Marketing Research Study, CP 11-217 2% 6% x3
SEM/SEO video newsletters display Image courtesy of email
direct mail email series online interactive brochure retargeting
DIRECT MAIL & EMAIL EMAIL ALONE DIRECT MAIL ALONE lift in total sales
+30 % INCREASE IN SALES OVER PREVIOUS YEAR
Target
HOUSE FILE RESPONSE LISTS COMPILED LISTS + OVERLAY COMPILED LISTS UNADDRESSED list types
Targeting: Ease vs. Effectiveness Ease of Targeting Effectiveness Most Effective Toughest Psychographic Demographic Geographic Easiest Least Effective Source: Canadian Marketing Assn and Canada Post Corp 56
Target by Group Classifications 57
Creative
Role of Direct Marketing Creative • Your direct marketing package must pass four levels: 1. 2. 3. 4. • Get Noticed Get Opened Get Read Elicit a Response Each level demands a greater customer commitment. 59
the formats
postcards
selfmailers
foldouts
Personalized with Contact’s Name Image courtesy of booklets
Image courtesy of package
Image courtesy of dimension al
Images courtesy of Information Packaging specialty
CUSTOM indicia
stimulate interactio n
QRcodes Personal URLs Photo courtesy of Creative Marketing Solutions USB keys
A
Example: Surprise with Pop-Ups A flat Addressed Admail piece will create an impact when it becomes DIMENSIONAL upon opening Sample Courtesy of Innovative Graphics
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
Image courtesy of right for me!
30,240 UNIQUE VARIATIONS 84
Image courtesy of
Image courtesy of
create urgency
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 1 Static, B&W 2 Plus Personalization 44% 3 4 Plus Colour Personalization Plus Colour 45% 135% Source: Romano & Broudy 5 Plus Variable Content 500%
The Power of Direct Mail November 27, 2013 97