7. A question of clutter
Only 2 ads
on average
per day in
mailbox
8. 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)
13. % 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 !
17. 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))
22. Mail just works.
Read their mail as soon
as they receive it.
Read their mail later that
same day.
23. Mail just works.
Read mail that is
personally addressed to
them.
Will open mail from a
company/organization
that they know.
24. “ 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
27. 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
32. “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
44. 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
49. 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
56. 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
59. 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
74. 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
77. The BMW M6 Creates Its Own Direct Mail | Co.Create: Creativity
Culture Commerce
Image courtesy of Co.Create
78.
79. 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.”
89. 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.
So now that we’ve looked at reach and access you may be thinking that those factors don’t really matter to my business. As long as the piece stands out from the other advertisers, we should still be able to obtain high awareness and response rates.
Well, as indicators of a messages’ ability to “stand out”, we then looked at the frequency that Canadians receive promotional messages by media to better understand the “clutter” that they’re experiencing.. We also looked at the the volume of messages received on an ongoing basis to see which channels are being used more intensively.
Based the volume of promotional messages Canadians said they received on a daily basis, the results suggest that there is definitely less clutter in the mailbox. Only 7% of Canadians said they were receiving promotional mail daily compared to 41% who said they received promotional emails daily and 24% who said they received advertising on a daily basis through their social networking site.
5% of Change rate of new address or occupant moving per year on 13 Million Households. (Kvb)
13 Million Addresses, 35 Million Citizens in Canada we have 13 million plus names and addresses. Change to 15 Million Households if Lettermail used.
Trust slide at all regarding proof points as to Secure, Private Network for delivery online and offline.
Highly Sensitive information vs Low Sensitivity
Move bar up highlighted area to emphasize.
Privacy commissioners and security commissioner coming to CPC Ottawa around our traceable government mail.
This first slide shows the results of the following single response question: ‘What is the one media you would prefer a company or brand use, to send you a promotional message?”
We see from the results that, by far, physical mail with a net of 36% is considered the most preferred method for communicating promotional messages, second only to email at 14%.
I also would like to mention that we often are asked about whether or not we have information that compares flyers in the mailbox to flyers in the newspaper or to TV and Radio for brand building communications. Here we also see that consumer preference for flyers in the mailbox is 7% higher than for receiving promotional messaging on TV or through newspaper flyers, 10% higher than newspaper ads and 15% higher than promotions on the radio.
MAIL GIVES THEM THE CAPABILITY OF TARGETING THE SMALL BUSINESS CUSTOMER. ASK RESPONSE RATE???
Targeting small business segment -
And I’m confident that if we do this, we have a huge opportunity.
DM does things that online channels just can’t – Even Google knows it! The search giant is famous for its DM campaigns.
NEED RETENTION RATES FOR DM VERSUS OTHERS= REPLACE this with example like CBSA , CRA campaign on going to my account – Byron Vineau;
So what about DM? Is there life left in it?
This chart presents the results of the DMA (the Direct Marketing Association) 2012 benchmark study of media response rates – it is the compilation of millions of data points for both physical and digital media.
This first chart presents the average response rates for various media used for customer acquisition. What you can clearly see on the left-hand side of the screen is that direct mail – yes direct mail – provides the highest response rate when compared to digital media such as email, display ads and paid search.
The three bars on the left-hand side represent the average response rates for various format of direct mail, the first being standard letter-size mail, the second is oversize mail and the last is for the postcard format.
It’s interesting to note that from an impact perspective, size matters, and so does format.
These numbers actually measure purchases, not opens of clicks, so if you are used to seeing average open rates of 20-30% and a 5-7% click rates, the 1.2% per thousand may seem low. But when you consider the actual number of people who buy once they reach the website, the numbers make a lot of sense.
So for DM used in customer acquisition, you find an average response rate of 1.2% and for email, it’s 0.3 per cent of 3 per thousand.
Delete this one. Replace with Read and open rate on FI Research for Inserts and Bills. Ours VS TV NEWSPAPERS vs digital (Don Bougie thinks Newspaper key target) ANI and Nadia to explore research we have.
CMA DATA NADIA To f/U
Now let’s look at campaigns for existing customers, and we again find similar results, with direct mail coming out ahead. And obviously there are no results for display and search since these are essentially customer acquisition tools.
So now, you’re looking at an average 3.4% response rate for mail, and a 0.12% response rate for email.
Companies are realizing that there is strength in physical and that digital is not the silver bullet that many imagined.
Digital is still important and that’s why Canada Post is in that space. We’ll hear more from Kerry about that tomorrow.