Integrating Mail Across Channels: A U.S. Postal Service Promotions Update

Transcription

1 Integrating Mail Across Channels: A U.S. Postal Service Promotions Update Coakley Workman Marketing Specialist, Direct Mail and Periodicals U.S. Postal Service

2 GoToWebinar Housekeeping: attendee participation Your Participation Open and hide your control panel Join audio: Choose Mic & Speakers to use VoIP Choose Telephone and dial using the information provided Submit questions and comments via the Questions panel Note: Today s presentation is being recorded and will be provided within 48 hours.

3 Market Development Grow the digital print market by educating marketing professionals and print service providers Community Development Build a community of professionals who see the value in openly sharing ideas Infrastructure Development Catalyze the creation of a new digital infrastructure for more efficient delivery of information using the printed page

4 Market Development Sustain and accelerate growth in direct mail and print-on-demand (web to print) applications Add packaging as another core application Workflow initiative Community Development Continue to grow the community Provide opportunity for members to share best practices and development strategies Digital Infrastructure PPML 3.0 in sustaining mode Support for PDF/VT Promote standards - there is a robust and open digital infrastructure

5 Integrating Mail Across Channels: A U.S. Postal Service Promotions Update Coakley Workman United States Postal Service Direct Mail & Periodicals

6 The Value of Mail Mail and Mobile Connections Q3 & Q4* 2013 Promotions 2014 Promotions Ideas Questions *Calendar Year 6

7 80% look at their mail daily as a valuable news source 75% like to see what s in the mail Mail is still highly valued 63% of mail is kept at least 2 days Source: USPS Mail Moment Survey

8 Acquisition Contact/Retention Other 23% Other 19% Affiliate Marketing 8% SEM 10% Direct Mail 34% Social Media 6% Telemarketing 7% Direct Mail 37% 25% 31% Target Marketing 2012 Annual Media Usage Survey As a B2C channel, direct mail delivers strongest ROI for customer acquisition and retention

9 Direct Mail Breaks through the Clutter and is processed!

10 Changing Marketplace PC shipments down nearly 14% in Q IDC, Jan 2013 Mobile Commerce on the Rise 1.2 billion smartphone and tablet sales predicted worldwide for Gartner, Nov Mobile commerce sales increased 81% in 2012, to nearly $25 billion --emarketer, Jan By 2017, 77.1% of digital buyers in the U.S. will purchase via smartphone or tablet --emarketer, Apr

11 We have always capped e-commerce at 10 to 15 percent of total retail sales, but tablets and mobile devices potentially have the capability of expanding e-commerce much beyond that. Forrester ecommerce Analyst Sucharita Mulpuru

12 What customers have said. We need to bend the curve to slow projected decreases keep mail relevant rebuild the value of a mailbox create Interactivity in the Mailbox recapture market share generate awareness of and good press for USPS define USPS role in the e-commerce ecosystem brand USPS as a technology leader link physical mail to a digital/mobile experience highlight mail as less intrusive than digital noise shape the market accelerate mailers adoption of mobile USPS Products Integration With Mobile Use mobile to drive relevance, thus volume and market share Position USPS as market leader Educate mailers on mobile -themes from stakeholder interviews

13 The Postal Service is: Adapting to a digital world Promoting innovation Delivering new solutions Making it easier Taking the scary out of mail.. a d a p t...

14 2013 Promotions Calendar 2013 Marketing Mail Promotions

15 2013 Promotions Calendar

16 2013 Promotions Calendar

17 MOBILE COUPON/CLICK TO CALL PROMOTION Program Period: Mar. 1 Apr. 30 Approx. 500 Participants Total Volume 2.6B Total Revenue - $563M Total Discount - $11.48M EARNED VALUE PROMOTION Program Period: April 1 June 30 Approx. 639 Participants Total CRM Pieces 480M Total BRM Pieces M Total Credits Earned - $10.6M

18 2013 Promotions Calendar

19 2013 Emerging Technology Promotion Overview Near Field Communication (NFC): Mail contains NFC smart tag or RFID chip enabling info transmission to mobile devices Augmented Reality: Mail facilitates a user experience combining virtual & real time interactive, registered in 2-D or 3-D Authentication Component: Mail enables user to complete identity/authentication process Eligible Mail Standard Mail letters and flats First-Class Mail commercial letters, cards and flats 2% discount off eligible postage Emerging Technology Aug. 1 Sept. 30

20 Overview Upfront 5% postage discount on qualifying mail that contain product samples Eligible Mail Classes Standard Mail Marketing Parcels Standard Mail Nonprofit Marketing Parcels Does not include Standard Mail Nonprofit Parcels Registration: May 1 September 30, 2013 Promotion Dates: August 1 Sept. 30, 2013 Targeting Mail Service Providers (MSPs) and Consumer Packaged Goods companies mailing product samples to consumers. 20

21 Registration Submission Mailpiece Discount Participants and/or MSPs can register Register via the Business Customer Gateway (BCG) Mailings must be submitted electronically via Mail.dat, Mail.XML, or Postal Wizard EVS payments do not qualify Samples must be a tangible or physical item Emerging Technology: Mailpiece must contain one of the three mobile technologies Promotion discount is calculated in PostalOne! Must be claimed at the time of mailing Augmented Reality Authneticationion Near Field Communication 21

22 Product Overview Allows commercial mailers to customize the permit indicia area Picture Permits fees are waived at time of mailing Eligible Mail Classes: Standard Mail automation First-Class Mail automation Letters and Cards only Full Service Intelligent Mail barcode (IMb) required 22

23 Traditional Indicia Company Logo Picture Permit Mail class U.S. Postage Paid City and State (ZIP Code optional) Permit number Company logo, product image, or trademark Color images only No QR codes in indicia area Minimum 8 pt. text OCR readable font San serif preferred 23

24 To participate in the Picture Permit Promotion, participants must first register for the Picture Permit Program. 1. Program Registration 2. Complete Application 3. Submit Design 4.Operational Testing Register online for Picture Permit program Complete Picture Permit program application, PS-Form 3615-A Submit proposed design for initial review by PMO Submit replica mailpieces for testing 24

25 Incentive Class of mail Processing Categories Picture Permit Product Sample Emerging Technologies First-Class Payment method allowed Discount amount Registration required Full Service Required Letters or Cards Permit Imprint 1 cent** Yes Yes Standard Nonprofit Letters Permit Imprint 2 cents** Yes Yes Standard Marketing Nonprofit parcels Permit Imprint 5% Yes no First-Class Permit Imprint Cards Standard Precanceled Letters Nonprofit stamp* 2% Yes no Flats Metered* * Meter/Pre-canceled stamps All discounts must be claimed at the time of mailing and cannot be rebated at a later date. Meter mailers who wish to claim the incentive must affix the appropriate reduced promotion amounts to each piece in the mailing. More info for metered and pre-canceled can be found at ** 1 cent and 2 cents fees are waived Mailings must be submitted electronically via mail.dat, mail.xml or Postal Wizard. 25

26 2013 Promotions Calendar

27 Overview Upfront 2% postage discount on qualifying mail* Eligible Mail Classes First Class Mail Presort and Automation letters, cards and flats Standard Mail letters and flats Nonprofit Standard Mail letters and flats Registration: Sep 15 Dec 31, 2013 Promotion Dates: Nov 1 Dec 31, 2013 *The mailpiece must include a mobile barcode or print/mobile technology that can be read or scanned by a mobile device and leads the recipient to a mobile-optimized shopping website. 27

28 2014 Promotional Calendar BRM/CRM Earned Value Branded/ Customized Mobile Technology Dynamic Color Printing of bills and statements Small Business Coupon Promotion Premium Advertising Product Promotion Personalizati on Promotion (Mailpiece & URL) Emerging Technology (i.e., NFC) Mail Drives Mobile Commerce Promotion 28

29 2013 Promotions Calendar Mobile Optimization & Directional Copy All promotions that utilize mobile technology must lead to mobile optimized websites and provide directional copy on the mailpiece. Mobile Optimization: The destination page(s) must reside on a platform that is completely mobile optimized. A Mobile Optimized Site is a website which is specifically designed for optimum performance when viewed on a mobile device such as a smartphone. Directional Copy: Text near the barcode or image providing guidance to the consumer to scan the barcode or image and information about the landing page. Between the directional text and the cues from the landing page it should be clear to the recipient the intent of the barcode. Examples include: Scan here to shop our mobile website Scan here to see our products Scan the barcode to reach our mobile website, etc.

30 For further information: (Earned Value Promotion) (Picture Permit Promotion) Facsimile: Mail: Websites: US Postal Service Attn: Promotions and Incentives Post Office Box Washington, DC

31 The Future The reports of my death have been greatly exaggerated. Mark Twain

32