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DOMESTIC PRODUCTS
USPS DOMESTIC PRODUCTS
Mail & Mobile CommerceMaking the Connection
2USPS DOMESTIC PRODUCTS 2
CONTENTS
•USPS Mailing strategy•Growth of mobile commerce•Use of mobile barcodes•The mail-mobile connection•2012 Holiday Mobile Shopping Promotion
– November 7-21, 2012
3USPS DOMESTIC PRODUCTS 33
USPS MAILING & SHIPPING STRATEGYUSPS MAILING & SHIPPING STRATEGY
First-Class Mail
Marketing Mail
Shipping Services
•Slow diversion by differentiating hard copy from digital
•Embrace new opportunities from digital and social media
• Simplify using marketing mail
•Promoteemerging technologies
• Develop solutions for growing ecommerce market
4USPS DOMESTIC PRODUCTS 4
Direct mail — as effective as everAcquisition
Other 23%
Affiliate Marketing 8%
SEM 10%
Email 25%
Direct Mail 34%
Contact/Retention
Other19%
Social Media 6%
Telemarketing 7%
Email 31%
Direct Mail 37%
Target Marketing 2012 Annual Media Usage Survey
As a B2C channel, direct mail delivers strongest ROIfor customer acquisition and retention
5USPS DOMESTIC PRODUCTS
U.S. market ‘mobilizing’
• Survey of 800 business executives– 45% do mobile marketing– 70% say mobile budgets will increase– Most popular applications:
• Mobile websites (70%)• Mobile applications (55%)• Quick response codes (79%) StrongMail April 2012
• Rapid adoption mobile devices– Half of all cell phones are smart phones– 1/5 of U.S. (60M consumers) will own tablets by end of year
Shop.org/Forrester Research Inc. 2012
6USPS DOMESTIC PRODUCTS 6
Mail-mobile connection• Mail is a platform for mobile purchase• Provides a ‘jumping off point’• Ideally, customer lands on mobile-optimized
website
7USPS DOMESTIC PRODUCTS 7
Mobile activation adds value• Coupons• Purchases• Personalize• Sweepstakes• Find store• Videos• Data capture• Branded pages• Sign-ups/share/follow
8USPS DOMESTIC PRODUCTS 8
Mobile technologies are evolving
9USPS DOMESTIC PRODUCTS 9
Mobile purchasing on the rise• Second fastest growing mobile activity
• Doubled from 5.5% of e-commerce sales2010 to 11% in 2011
• Prediction: Within 5 years,50% of U.S. shoppers willshop on mobile devices
• Projected growth to $163Bworldwide, 2015
MarketingProfs 2012
Mashable 2011
comScore 2012
ABI Research 2010
10USPS DOMESTIC PRODUCTS 10
Mobile barcode use growing • 48 percent of U.S. mobile
subscribers own asmartphone
• 75 percent of U.S. retailersoffer 2D technology &barcode scanning options
• 1 in 5 U.S. smartphoneowners have scanneda QR code
Shop.org/Forrester Research Survey 2012
MarketingProfs 2012
11USPS DOMESTIC PRODUCTS 11
A mobile barcode, when scanned froma mailpiece,bringscustomersdirectlyto your website ordestination — vs.a random search
Connect through barcodes
12USPS DOMESTIC PRODUCTS 12
A personalized URL (PURL) connectsyour customers to apersonalizedmessage — on a mobileoptimized site — thatis just for them
12
Connect through PURLs
USPS DOMESTIC PRODUCTS
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Personalization also gets results• Integration of personalization and mobile– Response rates up
to 5% vs. typicalindustry averagesof 2%-3%*
– Easy analytics:marketerknows exactlywho responded *eMarketing & Commerce, “Why Marketers use PURLS”*eMarketing & Commerce, “Why Marketers use PURLS”
www.ChristopherStevens.tonicConnect.comwww.ChristopherStevens.tonicConnect.com
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Optional
Messaging with personalized URLEXAMPLE OF:
15USPS DOMESTIC PRODUCTS 15
Huge impact ahead“Half of U.S. shoppers will shop regularly on mobile devices within the next 5 years. Now is the time for retailers and brands to ensure that they meet the needs of the new mobile consumer, and are ready to compete in this new marketplace.”
Mashable 2011
16USPS DOMESTIC PRODUCTS 16
2012 Holiday Mobile Shopping Promotion
• Incent mail-mobile technologies• Link to promotional offers, coupons & catalogs in
time for year’s busiest shopping days• Upfront 2% discount,
presort STD & FCM– Mobile-optimized purchasing
• November 7-21, 2012– Registration opens Sept. 15
17USPS DOMESTIC PRODUCTS 17
Mobile barcodes — expanded definitionTechnology that opens a web page when scannedby a mobile device equipped with readerapplication, including:
– Open-sourced barcodes (such as a QR Code® or Datamatrix code)
– A proprietary barcode or tag (such as SnapTags or MS Tags)
– An image embedded with a digital watermark– An image utilizing intelligent print recognition
18USPS DOMESTIC PRODUCTS 18
Program requirements
Must include:• Two-dimensional (2-D) barcode or
print/mobile technology that can be read or scanned by a mobile device
• Recipient must be able to purchase a product (sales of services do not qualify)
• The entire purchase and checkout experience must be mobile optimized
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Mobile optimized purchasing site
You can access the vendor’s website, enter your payment & shipping info, and finalize your purchase from your mobile device
20USPS DOMESTIC PRODUCTS 20
Financial transaction requirementsMust be able to complete the purchase throughmobile Internet browser using:• Electronic payment (credit, debit or prepaid
card)• Person-to-person payment (e.g., PayPal)• Invoicing triggered at a later date (e.g.,
with order delivery)• Charge added to recurring bill once order is
placed
21USPS DOMESTIC PRODUCTS 21
Definition of “product”• Tangible and physical item that can be shipped
via USPS (note: delivery by the Postal Service is not required)
• Ineligible:– Services– Product in exchange for a donation– Product shipped to another business location (e.g. online ordering for in-store pickup).
22USPS DOMESTIC PRODUCTS 22
Ineligible transactions • Sign up for:
– Mailing list, email list or text messages– Online billing or paperless statement– Newsletter (electronic or hard copy)– Nonmonetary donation or pledge
• Download coupon• View a video• Enter contest or sweepstakes• Apply for loan, credit card or insurance
23USPS DOMESTIC PRODUCTS 23
Additional requirements• Mobile barcode best practices must be used:– Directional copy
required– Must link to
mobile-optimized site– Must link to site relevant
to content of mailpiece– Recommend use of software
platform to track responses
24USPS DOMESTIC PRODUCTS 24
Registration & terms• Standard Mail and First-Class Mail letters, flats
and cards (presort and automation)• Register on Business Customer Gateway via the
Incentive Program service:https://gateway.usps.com/bcg/login.htm
• Agree to promotion terms at least 2 hrs. prior to presenting the first qualifying mailing
– Specify which permits and/or CRIDs will be participating in the promotion
– Agree to complete a survey on the Business Customer Gateway at end (mailers only)
25USPS DOMESTIC PRODUCTS 25
Resources• Program information on RIBBS
https://ribbs.usps.gov/index.cfm?page=mobilebarcode
• Register on Business Customer Gateway https://gateway.usps.com/bcg/login.htm
• Questions to USPS Program Office [email protected]
26USPS DOMESTIC PRODUCTS 26
Program information on RIBBS athttps://ribbs.usps.gov/index.cfm?page=mobilebarcode
Program information on RIBBS athttps://ribbs.usps.gov/index.cfm?page=mobilebarcode