User Experience - Heat Mapping

Transcription

1 Personalizing the Customer Experience Through Digital Variable Print Technologies Joe Holleman Precision Dialogue Manager of Marke9ng Strategy Robert Ellis U.S. Postal Service Business Alliances May 17, 2015 User Experience - Heat Mapping A Heat Mapping Evalua9on or Audit is a detailed review of a direct mail piece concentra9ng on user focal points within the printed material to iden9fy key informa9on based on visual impact. Precision Dialogue Heat Map Raffle ACTIVITY Research and Customer Experience experts perform a heat mapping evalua9on Up to three- (3) direct mail pieces Postcard, LeTer combina9on PURPOSE Iden9fy high ranking focal points on the direct mail piece Provide feedback on findings Deliverables Customized heat maps for each of the three pieces reviewed 30 Minute findings review with winner Ac9on plan for next steps RedempFon Rules: Winner needs to be present Heat mapping is valued at $4,000 Offer valid 5/16/15 7/31/15 1

2 Lots of cluter SuperProfile and other sources 3 Snapshot of Media Landscape Ø Facebook 1.35 billion ac9ve users Ø TwiTer 288 million ac9ve users (200 billion tweets per year) Ø YouTube billion views each day Ø SMS 36 billion text messages per day Ø Magazines million copies sold in 2012 Ø Mobile Phone Users million Ø s daily for each of us Ø Direct Mail pieces of mail daily per hh The average consumers uses six different media channels throughout the buying process* * Harvard Busines Review 2

3 Ø Pop- up blockers Ø Do not call list Ø DVR s Ø Spam Blocker Ø Text Message Blockers Message Blockers A Yahoo! survey found that one third of all people would rather clean their toilets than clean out their inbox The Mail Moment 6 3

4 5/11/15 Direct Mail Delivers $$ $ According to the Direct MarkeFng AssociaFon: For every dollar spent on a direct mail campaign, $12.57 is generated in sales. Direct Marketing Association The UlFmate Case Study $44.5 Billion Spent on Direct Mail in 2014 $45.7 Billion Projected in 2015 Source: Winterberry Group per March 2015 DM News 4

5 IntegraFon is Everything! Campaign Media CombinaFons Response Rates Conversion Rates Print only 6.0% 16.2% Print and e- mail 7.6% 18.3% Print and web landing pages (purls) 7.6% 15.3% Print, e- mail, and web landing pages (purls) 8.2% 16.5% Print, e- mail, Web landing pages (purls), and mobile markefng 8.7% 19.0% N = 1,026 Source: Understanding Ver-cal Markets: Enterprise Communica-on Requirements, InfoTrends Reasons Why Direct Mail SFll Works ü Intrusive ü Tac9le ü Targeted ü Varied ü Measurable ü Personalized ü Integrated ü Effec9ve Click to add text 5

6 11 Percentage of Mail Received Excluding bills and statements, approximately what percentage of the items you receive in the mail can be described as follows? Not personalized and not useful 40.5% 40.5% 30.5% Personalized content that I find useful 30.5% 29.0% Source: InfoTrends. Personalized content but not very useful 29.0% 6

7 When you do receive hard copy direct mail, which type do you prefer? Non- personalized messages and offers that everyone receives regardless of individual needs/interest 15.0% Only personalized with your name and address but not much that is unique to your needs/interests 22.0% 22% 22.0% 15% 15% 63.0% 63% Highly personalized with messages and offers that are unique to my needs/interests 63.0% Source: InfoTrends. Personalized Communica9ons Improve Profits % Increase REPEAT ORDERS 47.6% RESPONSE RATE 36.0% RESPONSE TIME 33.9% OVERALL REVENUE/PROFIT 31.6% ORDER SIZE/VALUE 24.5% Source: InfoTrends. (Document shown was not used in study.) 7

8 Convinced? Now What? Select a Business Partner that Can Provide: SoluFons: Digital Variable Prin9ng Mul9- channel Integra9on Analy9cs Technology to Support SoluFons Print and Mail ProducFon CapabiliFes Proven Track Record / Experience Joe Holleman Manager, MarkeFng Strategy Joe Holleman joined Precision Dialogue in 2014 as the Manager, Marke9ng Strategy. His focus is to provide clients with strategic marke9ng solu9ons that integrate the suite of Precision Dialogue's services such as, digital variable prin9ng, analy9cs, marke9ng databases and digital media. Joe has over 20 year of experience in the direct marke9ng industry and has held Strategic Account Management and Business Development roles at Epsilon, Acxiom and The Allant Group. Joe is involved in the Chicago Area of Direct Marketers, DMA and Na9onal Postal Forum. JOE S DIRECT MARKETING EXPERIENCE INCLUDES: 8

9 Precision Dialogue SoluFons: Digital Variable Prin9ng Mul9- channel Integra9on Predic9ve Analy9cs Technology: Full Digital Color Print In- line Finishing Digital Asset Management SFMC Adobe ProducFon: Over 1 Billion Pieces Produced & Mailed 9 Acre Direct Response Campus On- site Post Office Experience: 60+ Years in Chicagoland Format Engineering Data Specialists The marke9ng landscape today looks quite different today than in the past. Direct mail, , mobile and social media provide endless op9ons for communica9ng with your audience. However, it can also create a "spider- web" of touch points with the poten9al for fragmented messaging and diminished brand awareness. However the piualls can be overcome through the integra9on of the following strategies: The Power of Digital Variable PrinFng MarkeFng in a Personal Sejng Channel IntegraFon Audience Insight Trigger Based MarkeFng Digital Asset Management Technology Tying it Together 9

10 The Power of Digital Variable Print Source: DMA and CAP Ventures Study The Power of Digital Variable PrinFng Digital Variable Prin9ng is a way to deliver highly relevant direct mail pieces to your audience through dynamic content. Delivers Relevance Idea Engaging Imagery Product Message $ Pricing Customizable Short / Long Runs Offer 10

11 5/11/15 Digital Variable Print Example Financing op9ons with regional or na9onal banks Vehicle make & model is customized based on past purchases Message is customized by leasing terms Customer s preferred Interior fabric & color 11

12 MarkeFng in a Personal Sejng marke9ng remains a strong performing, high ROI channel for marketers, especially when data- driven insight is leveraged to deliver dynamic content. The end result - a personalized communica9on for each individual. 50% of s opened in 2013 were done so in a personal sejng: Smart Phone Tablet ~1% increase in click through rates can be achieved: Personalized subject line and message vs. Non personalized 23% of markefng companies integrate their digital channels with direct mail Source: Marke7ng Metrics Report", 2013, published by MailerMailer, LLC and Marke7ng Benchmark Report" published by Marke9ng Sherpa Channel IntegraFon By integra9ng the direct mail channel using digital variable prin9ng and , today's marketers can produce highly relevant communica9ons via two of the strongest communica9ons channels Communicate via two Highly Performing Channels Apply Consistent Imagery & Messaging Execute MulF- Channel CommunicaFon Strategies Achieve Greater Brand Awareness 12

13 Audience Insight Knowing who your audience is, iden9fying their purchase triggers and reaching them at the right 9me by the right channel are keys to crea9ng relevance and increasing response rates. "66% of marketers believe that data- driven markefng drives posifve value to their company today and 93% believe it will in the future. "More than two- thirds say acfng on data to improve markefng performance is one of their most important objecfves". Source: DMA Sta7s7cal Fact Book 2014 Know Your Audience Content is King and a solid understanding of your audience allows for greater personaliza9on. Demographic InformaFon: Age Income Gender Self Reported/ Interested In: On- line Purchaser Apparel (Men s/ Women s) Channel Preference TransacFonal InformaFon: Product(s) Last Purchase Date Points Earned/ Redeemed Returned Modeled InformaFon: Segmenta7on Response AQri7on AQribu7on 13

14 5/11/15 Trigger Based MarkeFng A finely executed trigger based, mul9- channel marke9ng strategy can yield a significant impact to your customer acquisi9on, reten9on and win- back efforts, through the delivery of personalized offers, preferred channel delivery and op9mized cadence Triggers: Customer Value Lead Nurturing Expiring Lease Hand Raiser Anniversary New Homeowner Campaigns: Customer Growth New Enrollments Reten7on Customer Acquisi7on Mortgage Customer Welcome Digital Asset Management Technology Technologies available to us such as Digital Asset Management Systems, (DAMS) allows marketers to fully leverage the strength of DVP - highly personalized content. Audio Documents Content DAM Video Images A DAM Enables Users: Manage Search Share Collaborate Analyze Administrate ALL digital assets across one program Direct Mail Templates 14

15 Digital Asset Management Technology Template guidelines help to define how the content is configured Created as part of the design phase before moving forward with template build Corresponding content based on the field indicated on the audience file(s) Each customer receives a personalized message Tying it all Together Digital Variable PrinFng MarkeFng Channel IntegraFon Audience Insight Triggers Digital Asset Management Technology 15

16 Tying it all Together Assets Direct Mail Digital Asset Management System Composition Engine Direct Mail Files Internet Service Provider Data Management Workflow Management Campaign Management Deployment Files SMS Reporting Portal Reporting QUESTIONS AND ANSWERS 16