INTEGRATING DIRECT MAIL & . Gary A. Seitz C.TRAC Oct. 13, 2015

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1 INTEGRATING DIRECT MAIL & Gary A. Seitz C.TRAC Oct. 13, 2015

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3 2015 DMA RESPONSE RATE REPORT Direct mail is most effective channel with an average response rate of 3.7% to house lists (1% to Prospects) is one of the lowest with a.1% response rate

4 2015 DMA RESPONSE RATE REPORT yields the highest ROI ~ ranging from 21% to 23%, while Direct Mail is lower at 15% to 17%

5 2015 DMA RESPONSE RATE REPORT open rates range from 22% for House Lists to 11% for Prospect lists. Click through rates average around 7% for both House and Prospect lists

6 2015 DMA RESPONSE RATE REPORT Direct Mail open rates average 80%! For consumers, 91% of mail is picked up by the same person each day; 80% of them are women.

7 2015 DMA RESPONSE RATE REPORT MARKETING PROGRAMS 83% utilize marketing programs 65% utilize + one other channel 44% utilize three channels: + Direct Mail + Social

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9 Mini-Message:

10 WHAT ABOUT DIRECT MAIL? The Strengths Not Permission based Reaches 144-million business & homes Highly targeted Easily rent Consumer & Business names with host of demographics & interests Stands out in the mailbox ~ 80% open rate The Weaknesses Expensive channel Lengthy preparation time Unpredictable delivery time Requires effort to respond Been lacking state of the art buzz (but we ll show you how it s changing)

11 HOW ABOUT ? Strengths Inexpensive Precisely timed Allows for an immediate response with a click Very measurable Weaknesses Permission based Lower open rates Difficult to get lists or target and when available are very expensive

12 INTEGRATING DIRECT MAIL & When the two channels are brought together: One-Two Punch Direct mail is the acquisition vehicle is the response vehicle

13 Response rates increase by up to 35% when Direct & are delivered in a cohesive campaign

14 INTEGRATION IS THE KEY No single channel is as successful as the proper combination of Direct Mail & Direct Mail is complementary: Drives a broad spectrum of prospects to the web Helps build lists Re-engages those who no longer open s OR abandon shopping carts marketing is: Less expensive and less time consuming Simplifies and boosts responses

15 INTEGRATED CASE SAMPLE Organization with seminars & events: Started with a Direct Mail Save the Date/invitation First sent 3 to 7 days after the mailing Second sent 2 weeks later 41% open rate Final reminder direct mail 50% increase in reservations The last mailing reminded our guests to register - people put it off and finally registered. Our ROI on the final mailing was over 300%!

16 Campaign Tips

17 Campaign Tips

18 Campaign Tips

19 Campaign Tips

20 A LATEST TREND IN INTEGRATED MARKETING? Mail Tracking With Triggered s

21 STARTING WITH THE MAIL Intelligent Mail is a Postal Service program that uses a special Intelligent Mail barcode The Intelligent Mail barcode consists of: A mailer ID Identifies the mail owner A serial number a license plate for the mail piece The ZIP+4 and delivery point where it s going!

22 EXAMPLE Contains Mailer, tracking code with unique serial# and delivery point

23 MAIL DATA As it moves through the mail stream, each piece of mail is scanned and tracked to the point where it s handed to your carrier for delivery Each morning the USPS transmits to the Mailer this Delivery scan data for each piece being delivered

24 TRIGGERED Driven by this delivery data, mailers can then trigger a unique and personal From the day of delivery to several days later

25 CAMPAIGN TIPS Use PURLS and QR codes on your mail to drive Customer and Prospects to their own landing page They still work!

26 CAMPAIGN TIPS

27 CAMPAIGN TIPS

28 CAMPAIGN TIPS

29 CAMPAIGN TIPS Make it easy for Prospects and Customers to respond by prepopulating their landing page. They only need to click Submit

30 CAMPAIGN TIPS Link contents, download, white papers and videos to motivate prospects to become customers ~ or provide an address

31 Direct Mail and can power an integrated marketing campaign that: Yields higher Response Rates Increases Customer engagement Improves ROI

32 WHAT S NEXT? REAL MAIL NOTIFICATION Receive advance image preview of what s in your mailbox at 10am Instant web link to selected pieces Testing in VA and NY now 89% participation rate 93% Open Rate within 2- hours Response rate to mail offers of 5.9%

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35 Mini-Message: Integrating Direct Mail and

36 THANK YOU FOR INVITING ME GARY A SEITZ C.TRAC