2010 Long Island Mailing Conference
Today’s Conversation
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The New Marketing World
The Direct Mail Difference
Personalization-VDP/PURLS/ILPS
How It All Comes Together
A New Marketing World
Traditional Marketing
Traditional Channels
TV
Radio
Message
Overload
Magazines
Newspapers
New Channels
News Media Sites
Web Sites
Blogosphere
Community Forums
Instant Messaging
MP3 Players
Word of Mouth
Social Networking Sites
Wireless Channels
Cell Phones
PDAs
Portable Media Players
Cut the Message Clutter
On any given day, the average
customer will be exposed to 2,904 media
messages, will pay attention to 52 and will
positively remember 4.
How Does Direct Mail Fit In?
The Direct Mail Difference
Provides engagement with customers
Direct Mail allows for a one-to-one moment with your customer
Reach specific target audiences
Is measurable and cost effective
Complement all media channels
Direct mail delivers on all!
Today’s most effective
MARKETING
media
The Value of Direct Mail
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Acquisition
Branding
Loyalty
Retention
Targeting
Integration
Engagement
Personal
The Value of Direct Mail
 Measurable & Predictable
 Targetable
 Flexible
 Tactile
The Value of Direct Mail
 Stealth Marketing
 Shelf Life
 Viral in Nature
Personalization
helps your
message reach
customers – loud
and clear!
What
is
VDP?
VDP, or Variable Data Printing, is a form of
on-demand printing that can be used to
produce mail pieces that are personalized
to a customer’s individual data.
Personalization: The How-To
The Four Phases of Personalization:
•
•
•
•
Identify potential customers
Determine their needs and their lifetime value
to the company
Interact with customers so as to learn about
them and
Customize products, services, and
communications to individual customers.
Source: “ The One to One Future” by Don Peppers and Martha Rodgers.
Benefits of VDP
 One-to-one communications
 Increased loyalty with customers thru relevant
dialogue
 Quick turnaround
 Include graphics and
maps to visually
reinforce the message
 Improved ROI
 Affordable
VDP: Making Mail More Personal
This technique has increased response
rates by 40-80% in tests by users.
Personalization Techniques:
Personalized URLs (PURLs) and Individualized
Landing Pages (ILPs)
According to
recent research,
using PURLs can
help Direct Mail
campaigns yield as
much as a 20%
response rate.
Source: “PURLs of Wisdom
Personalization Techniques:
Personalized URLs (PURLs) and Individualized
Landing Pages (ILPs)
Personalization Techniques:
Personalized URLs (PURLs) and Individualized
Landing Pages (ILPs)
How It All Comes Together
Mail Evokes Emotion…
 56% say receiving Mail is a “real pleasure”
 55% “look forward” to discovering the Mail they
receive
 67% feel Mail is more personal than the Internet
Source: ComScore Research.
Boomers “Get” Mail
 Purchase power = $2 Trillion
 95% of Boomers sort mail the day
they bring it in
Source: ComScore Research.
X & Y: They “Get” the Mail
 More than 85% X & Y’s engage
 70% used coupons from mail
 70% read credit card offers
Source: ComScore Research.
Direct Mail & the Internet – Retail
 Customers are TWICE as likely to
purchase at the web site
 57% of online shoppers enjoy
receiving catalogs
Source: ComScore Research.
Direct Marketing Association
The Integrated Marketing Media Mix
80
70
60
50
E-mail
Direct Mail
40
30
20
10
0
Use
Revenue
Traffic Building
The percentage of prospects who visited an
advertised store, Web site or business.
 Mail: 4.60%
 Catalogs: 9.64%
 Radio: 3.36%
 Newspapers : 0.13%
 E-mail: 1.54%
 Telephone: 4.64%
Source: ComScore Research.
Lead Generation
The percentage of prospects who request additional information
regarding an advertised product or service.
 Mail: 2.30%
 DRTV: 16.08%
 Radio: 0.01%
 Magazine: 0.07%
 Newspaper: 0.62%
 E-mail: 3.15%
 Telephone: 8.25%
Source: ComScore Research.
‘Mail is a smart way to support a radio, TV,
Web, or print campaign and help turn
potential prospects into real customers.’
MAIL: Make the Connection
Direct Mail
Provides engagement with customers
Allows for a one-to-one moment with your customers
Reaches specific target audiences
Is measurable and cost-effective
Complements all media channels
For More Information
www.delivermagazine.com
For more information, contact me at
Mario Roman-Shipping Solutions Specialist
631-582-7431
QUESTIONS!
Thank You!
The LI PCC would like to thank
today’s session sponsor
Thank you
Publishers Clearing House