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USPS Marketing Mail
Product DevelopmentMTAC
April 2017
1
Agenda
■ Pulse of the Industry
■ 2016 Promotion/Survey Updates (Emerging & Tactile
Promotions)
■ 2017 Promotions Review
■ 2018 Promotions Suggestions Update
■ Irresistible Mail Award Update
■ Open Discussion
2
Pulse of the Industry
3
Standard Mail Volume
4
Source (s):
RPW Quarterly Reports; Excludes Parcels and International Mail volumes
March 2017 is estimated to complete FY17 Q2
Volu
me (in
Billio
ns)
Volu
me %
Variance f
rom
SP
LY
USPS Marketing Mail Volume
Volume Changes
5
Standard Mail: % Change SPLYFY15 Q1 FY15Q2 FY15Q3 FY15Q4 FY16Q1 FY16Q2 FY16Q3 FY16Q4 FY17Q1 FY17Q2
High Density and Saturation Letters 6.3 8.7 10.9 8.3 6.6 8.6 7.1 9.4 8.6 5.2
High Density and Saturation Flats and Parcels* 2.5 1.0 (2.3) (4.8) (7.0) (3.1) 0.1 4.1 5.7 0.9
Carrier Route 7.5 (5.7) (11.3) (24.7) (30.1) (22.0) (19.1) 2.5 2.3 (2.2)
Flats (5.7) (7.0) 0.0 29.9 35.9 31.8 21.4 (2.4) (0.8) (26.6)
Letters 5.1 0.3 (2.3) (2.2) (1.1) 3.4 2.6 5.2 (0.4) (5.3)
Total Standard Mail (Excludes Parcels & Intl) 4.4 (0.1) (2.1) (2.2) (3.0) 1.9 1.7 4.5 1.5 (4.9)
Notes:
*Includes EDDM Retail
Source:
*RPW Quarterly Files
*March 2017 is estimated to complete FY17 Q2
USPS Marketing Mail Volume: % Change SPLY
2016 Promotion/Survey
Update
Mailing Promotions
“Refresher” on FY16 Totals:
5 Promotions (6 month duration)
14.9 billion pieces
$3.6 billion revenue
1,626 participating customers
Initial Survey Analytics…
7
CY16 Promotions Survey Results
CY16 Promotion Survey Response Results
Note(s):/1 Promotion Participant refers to each instance a company participates in a CY16 promotion;
Companies may participate in multiple promotions/2 Survey Participants refers to the list of all responses
Proprietary & Confidential
• 25% of all promotion participants1 completed surveys for CY16 Emerging & Advanced Technology and Tactile, Sensory, & Interactive Promotions
• Survey Participants largely identified themselves as Repeat Participants2
Emerging & Advanced
Technology
Tactile,Sensory &
Interactive
Promotion Participants 226 210
Responses 61 50
Repeat Participants 53 34
New Participants 5 8
I don’t know 3 8
78%
12%
10%
CY16 Participants
Repeat Participants New Participants I don't know
8
CY16 Promotions Survey Results
CY16 Drivers of Participation by Promotion
Proprietary & Confidential
• Across promotions, Repeat Participants rate the discount as a driver for participation more favorably than New Participants
Drivers of Promotion Participation
Emerging & Advanced Technology2 Tactile, Sensory & Interactive3
New Participant Repeat Participant New Participant Repeat Participant
The Discount 4.75 4.97 3.80 4.69
Increased Response Rate 3.00 2.57 2.80 3.88
Furthering Customer Engagement 3.00 3.27 3.40 3.60
Adaptation of New Technology 3.75 3.33 3.40 3.13
Positive Results from Past Participation (Repeat Only)
0.00 2.83 0.00 3.63
Other 1.00 2.75 1.00 1.00
Note(s):/1 Table displays average ratings of promotion drivers by survey promotion participant segment ; ratings based on a scale from 1 to 5/2 Response Count for Emerging & Advanced Technology: 61 (53 – Repeat Participants, 5 – New Participants, 3 – I don’t know)/3 Response Count for Tactile, Sensory & Interactive: 50 (34 – Repeat Participants, 8 – New Participants, 8 – I don’t know)
Table 1. Average Rating of CY16 Promotion Drivers1
9
CY16 Promotions Survey Results
Note(s):/1 Response Count for Emerging & Advanced Technology: 35 (31 – Repeat Participants, 4 – New Participants)/2 Response Count for Tactile, Sensory & Interactive: 21 (16 – Repeat Participants, 5 – New Participants)
Proprietary & Confidential
• 59% of survey participants agree or strongly agree that specialty treatments increase the effectiveness of direct mail
– 67% of Tactile, Sensory & Interactive survey participants agreed/strongly agreed
– 54% for Emerging & Advanced Tech
0 0 0
4 4
1
4
01
14
22
6
0
5
10
15
20
25
I do not know Strongly Disagree Disagree Neutral Agree Strongly Agree
Q: Based on your experience, incorporating technology/specialty treatments on to direct mail increases the effectiveness of direct mail as a marketing channel.
New Participants
Repeat Participants
Effectiveness of Technology/Treatment on Direct Mail
Part
icip
ant
Count
10
CY16 Promotions Survey Results
Note(s):/1 Statistics based on limited response data/2 Response Count for Emerging & Advanced Technology: 35 (31 – Repeat Participants, 4 – New Participants)/3 Response Count for Tactile, Sensory & Interactive: 21 (16 – Repeat Participants, 5 – New Participants)
Proprietary & Confidential
• Of Promotion Participants who measure Customer Response Rate, 90% met or exceeded their goals for CY16 Promotions
• Additionally, Repeat Participants are 16% more likely to measure response rates than New Participants1
Expectations on Customer Response Rate
Does Your Company Measure Response Rate? If so, were your goals met? (Count)
Emerging & Advanced Technology2 Tactile, Sensory & Interactive3
New Repeat New Repeat
Yes; Company Measures Response Rate 2 15 2 11
Exceeded Goals 0 0 0 2
Met Goals 2 12 2 9
Did Not Meet Goals 0 3 0 0
No Measurement 2 11 1 3
I do not know 0 5 2 2
11
2017 Promotions Calendar
Update
JAN – FEB - MARCH APRIL – MAY - JUNE JULY – AUG - SEPT OCT – NOV - DEC
Earned Value
Color Transpromo
Direct Mail Starter
Mobile Shopping
Promotion Period (3 months)
May 1 – July 31
STANDARD MAIL
STANDARD AND FIRST-CLASS MAIL
FIRST-CLASS MAIL PRC approved as of June 16, 2016
Registration
May 15 - Dec 31
Promotion Period (6 months)
July 1 – December 31
Registration
Nov 15 -
Dec 31, 2016
Promotion Period (6 months)
January 1 – June 30
Registration
Jan 15 – Aug 31Promotion Period (6 months)
March 1 – August 31
Registration
Dec 15 – July 31Promotion Period (6 months)
February 1 – July 31
Emerging & Advanced Technology
Tactile, Sensory & Interactive Engagement
Registration
June 15 – Dec 31
Registration
March 15 – July 31
As of June 24, 2016
NOV – DEC 2016
Promotion Period (5 months)
August 1 – December 31)
*registration closes Dec. 31, 2016
Approved 2017 Promotion Calendar
14
2017 Promotions Communications
Mailing dropped last week (included MTAC members)
Invitation to a Personalized, Interactive Video
experience (qualifying tech in Emerging & Advanced Tech
promotion)
Provides interactive overview of the 2017 Promotions
Non-personalized link on RIBBS, or at
YourVideoDM.com
15
Interactive Video Overview
2017 Promotions Update
2017 Promotions Update: Earned Value
Earned Value Promotion Registration – 729
Current Volume – 850M pcs
2 credit periods Jan-Mar / Apr-Jun
Earned Value reporting issue flagged in January
Software updates to resolve reporting
Quarter 1 credit reviews underway
16
2017 Promotions Update
Earned Value Q1 Credit Process Status
Credits Agreed/Released: 207 companies (29%)
Credit review in process: 492 companies (66%)
Disputes in process: 30 companies (4%)
eMail to participants 3/31 with instructions
Non-Origin IMB issue
SW change implemented on 4/9 to automate reporting of non-Origin
IMBs to enable visibility in Activity Report (Pulse Report Action Item)
17
2017 Promotions Update
2017 Promotions Updates:
Tactile, Sensory & Interactive Engagement Promotion Registration – 172
Current Participants – 113
Current Volume – 525M pcs
Emerging and Advanced Technology Promotion Registration - 225
Current Participants - 220
Current Volume – 1.5B pcs
Software update on February 26
All adjustments have been processed for the subset of
affected companies
18
2017 Promotions Update
Upcoming Promotions
Direct Mail Starter Promotion
Registration started March 15th
Promotion period begins May 1st
Personalized Color Transpromo Promotion
Registration starts May 15th
Mobile Shopping Promotion
Registration starts June 15th
Incorporating Informed Delivery as Qualifying Technology
Must meet Mobile Shopping criteria
Requirements are being drafted; will work through UG8
Earned Value Q2 Credit process
Will begin ~ 2nd week of July 19
2017 Promotions Issues
Promotions Issues:
Not claiming discount at the time of mailing
Mailing before creative approval and requesting the discount
Final Mailpiece Submission Requirement:
Required at Promotion Office for Tactile/Sensory/Interactive- Mailpieces submitted for review should indicate if “final” mailpiece
20
2018 Promotion Suggestions
2018 Promotion Suggestions (Pulse Report Action Item)
Due January 20, 2017
Received 10 submissions (in addition to requests to continue
existing promotions)
Completed internal evaluation
Strategy for PRC Filing under review
MSP Incentive (Pulse)
Secure Destruction (Pulse)
21
22
Program Office contact:
Email:
Mobile Shopping & Direct Mail Starter
Personalized Color Transpromo
Tactile Sensory Interactive Promotion
Emerging & Advanced Tech Promotion
Earned Value - [email protected]
Mail: US Postal Service
Post Office Box 23282
Washington, DC 20026-3282
For More Information
23
Program Requirements & Documents
https://ribbs.usps.gov/index.cfm?page=mailingpromotions
https://www.usps.com/business/promotions-and-incentives.htm
Registration
https://gateway.usps.com
PostalOne Help Desk:
(800) 522-9085 or [email protected]
Irresistible Mail: Irresistiblemail.com
Follow USPS:
For More Information
■ Announcing 4th Quarter Winner:
Porsche
■ Quarterly winners compete to become Grand Champion
■ Winning Client, Agency, and Printer will be announced at NPF 2017
■ #IrresistibleMail in use
■ www.irresistiblemail.com/award
25
In the age of video,
how do you make print more relevant?
You innovate,
To make print more like video.
https://www.youtube.com/watch?v=7lR3x6i6nSg posted by Patrick Coffee, Adweek
Marketing Mail Under Consideration for January 20181:
Continue to evaluate how to get more Carrier Route pallets and containers in non-FSS zones
EDDM Letters
Simplify the pricing structure for Picture Permit
Product Simplification
26
1 For Discussion only. Subject to internal reviews and / or BOG and PRC approvals
Open Discussion
Periodicals
Product DevelopmentMTAC
April 2017
28
Agenda
■ Pulse of the Industry
■ 2016 Promotion/Survey Updates (Emerging & Tactile
Promotions)
■ 2017 Promotions Review
■ 2018 Promotions Suggestions Update
■ Irresistible Mail Award Update
■ Open Discussion
29
Pulse of the Industry
30
Periodicals Volume
31
Source(s):
RPW Quarterly Reports
March 2017 is estimated to complete FY17 Q2
Volu
me (in
Billio
ns)
Volu
me %
Variance f
rom
SP
LY
2016 Promotion/Survey
Update
32
Mailing Promotions
“Refresher” on FY16 Totals:
5 Promotions (6 month duration)
14.9 billion pieces
$3.6 billion revenue
1,626 participating customers
Initial Survey Analytics…
33
CY16 Promotions Survey Results
CY16 Promotion Survey Response Results
Note(s):/1 Promotion Participant refers to each instance a company participates in a CY16 promotion;
Companies may participate in multiple promotions/2 Survey Participants refers to the list of all responses
Proprietary & Confidential
• 25% of all promotion participants1 completed surveys for CY16 Emerging & Advanced Technology and Tactile, Sensory, & Interactive Promotions
• Survey Participants largely identified themselves as Repeat Participants2
Emerging & Advanced
Technology
Tactile,Sensory &
Interactive
Promotion Participants 226 210
Responses 61 50
Repeat Participants 53 34
New Participants 5 8
I don’t know 3 8
78%
12%
10%
CY16 Participants
Repeat Participants New Participants I don't know
34
CY16 Promotions Survey Results
CY16 Drivers of Participation by Promotion
Proprietary & Confidential
• Across promotions, Repeat Participants rate the discount as a driver for participation more favorably than New Participants
Drivers of Promotion Participation
Emerging & Advanced Technology2 Tactile, Sensory & Interactive3
New Participant Repeat Participant New Participant Repeat Participant
The Discount 4.75 4.97 3.80 4.69
Increased Response Rate 3.00 2.57 2.80 3.88
Furthering Customer Engagement 3.00 3.27 3.40 3.60
Adaptation of New Technology 3.75 3.33 3.40 3.13
Positive Results from Past Participation (Repeat Only)
0.00 2.83 0.00 3.63
Other 1.00 2.75 1.00 1.00
Note(s):/1 Table displays average ratings of promotion drivers by survey promotion participant segment ; ratings based on a scale from 1 to 5/2 Response Count for Emerging & Advanced Technology: 61 (53 – Repeat Participants, 5 – New Participants, 3 – I don’t know)/3 Response Count for Tactile, Sensory & Interactive: 50 (34 – Repeat Participants, 8 – New Participants, 8 – I don’t know)
Table 1. Average Rating of CY16 Promotion Drivers1
35
CY16 Promotions Survey Results
Note(s):/1 Response Count for Emerging & Advanced Technology: 35 (31 – Repeat Participants, 4 – New Participants)/2 Response Count for Tactile, Sensory & Interactive: 21 (16 – Repeat Participants, 5 – New Participants)
Proprietary & Confidential
• 59% of survey participants agree or strongly agree that specialty treatments increase the effectiveness of direct mail
– 67% of Tactile, Sensory & Interactive survey participants agreed/strongly agreed
– 54% for Emerging & Advanced Tech
0 0 0
4 4
1
4
01
14
22
6
0
5
10
15
20
25
I do not know Strongly Disagree Disagree Neutral Agree Strongly Agree
Q: Based on your experience, incorporating technology/specialty treatments on to direct mail increases the effectiveness of direct mail as a marketing channel.
New Participants
Repeat Participants
Effectiveness of Technology/Treatment on Direct Mail
Part
icip
ant
Count
36
CY16 Promotions Survey Results
Note(s):/1 Statistics based on limited response data/2 Response Count for Emerging & Advanced Technology: 35 (31 – Repeat Participants, 4 – New Participants)/3 Response Count for Tactile, Sensory & Interactive: 21 (16 – Repeat Participants, 5 – New Participants)
Proprietary & Confidential
• Of Promotion Participants who measure Customer Response Rate, 90% met or exceeded their goals for CY16 Promotions
• Additionally, Repeat Participants are 16% more likely to measure response rates than New Participants1
Expectations on Customer Response Rate
Does Your Company Measure Response Rate? If so, were your goals met? (Count)
Emerging & Advanced Technology2 Tactile, Sensory & Interactive3
New Repeat New Repeat
Yes; Company Measures Response Rate 2 15 2 11
Exceeded Goals 0 0 0 2
Met Goals 2 12 2 9
Did Not Meet Goals 0 3 0 0
No Measurement 2 11 1 3
I do not know 0 5 2 2
37
2017 Promotions Calendar
Update
38
JAN – FEB - MARCH APRIL – MAY - JUNE JULY – AUG - SEPT OCT – NOV - DEC
Earned Value
Color Transpromo
Direct Mail Starter
Mobile Shopping
Promotion Period (3 months)
May 1 – July 31
STANDARD MAIL
STANDARD AND FIRST-CLASS MAIL
FIRST-CLASS MAIL PRC approved as of June 16, 2016
Registration
May 15 - Dec 31
Promotion Period (6 months)
July 1 – December 31
Registration
Nov 15 -
Dec 31, 2016
Promotion Period (6 months)
January 1 – June 30
Registration
Jan 15 – Aug 31Promotion Period (6 months)
March 1 – August 31
Registration
Dec 15 – July 31Promotion Period (6 months)
February 1 – July 31
Emerging & Advanced Technology
Tactile, Sensory & Interactive Engagement
Registration
June 15 – Dec 31
Registration
March 15 – July 31
As of June 24, 2016
NOV – DEC 2016
Promotion Period (5 months)
August 1 – December 31)
*registration closes Dec. 31, 2016
Approved 2017 Promotion Calendar
40
2017 Promotions Communications
Mailing dropped last week (included MTAC members)
Invitation to a Personalized, Interactive Video
experience (qualifying tech in Emerging & Advanced Tech
promotion)
Provides interactive overview of the 2017 Promotions
Non-personalized link on RIBBS, or at
YourVideoDM.com
41
Interactive Video Overview
2017 Promotions Update
2017 Promotions Update: Earned Value
Earned Value Promotion Registration – 729
Current Volume – 850M pcs
2 credit periods Jan-Mar / Apr-Jun
Earned Value reporting issue flagged in January
Software updates to resolve reporting
Quarter 1 credit reviews underway
42
2017 Promotions Update
Earned Value Q1 Credit Process Status
Credits Agreed/Released: 207 companies (29%)
Credit review in process: 492 companies (66%)
Disputes in process: 30 companies (4%)
Pulse Report Action Item: identify the number of Periodicals
mailers participating in Earned Value
Total MIDs: 2,896
Periodical Mailer MIDs: 361, 12.5% of total
43
2017 Promotions Update
2017 Promotions Updates:
Tactile, Sensory & Interactive Engagement Promotion Registration – 172
Current Participants – 113
Current Volume – 525M pcs
Emerging and Advanced Technology Promotion Registration - 225
Current Participants - 220
Current Volume – 1.5B pcs
Software update on February 26
All adjustments have been processed for the subset of
affected companies
44
2017 Promotions Update
Upcoming Promotions
Direct Mail Starter Promotion
Registration started March 15th
Promotion period begins May 1st
Personalized Color Transpromo Promotion
Registration starts May 15th
Mobile Shopping Promotion
Registration starts June 15th
Incorporating Informed Delivery as Qualifying Technology
Must meet Mobile Shopping criteria
Requirements are being drafted; will work through UG8
Earned Value Q2 Credit process
Will begin ~ 2nd week of July 45
2017 Promotions Issues
Promotions Issues:
Not claiming discount at the time of mailing
Mailing before creative approval and requesting the discount
Final Mailpiece Submission Requirement:
Required at Promotion Office for Tactile/Sensory/Interactive- Mailpieces submitted for review should indicate if “final” mailpiece
46
2018 Promotion Suggestions
2018 Promotion Suggestions (Pulse Report Action Item)
Due January 20, 2017
Received 10 submissions, including those for periodicals
Received requests to continue existing promotions
Completed internal evaluation
Strategy for PRC Filing under review
MSP Incentive (Pulse)
Secure Destruction (Pulse)
47
Program Office contact:
Email:
Mobile Shopping & Direct Mail Starter
Personalized Color Transpromo
Tactile Sensory Interactive Promotion
Emerging & Advanced Tech Promotion
Earned Value - [email protected]
Mail: US Postal Service
Post Office Box 23282
Washington, DC 20026-3282
For More Information
48
Program Requirements & Documents
https://ribbs.usps.gov/index.cfm?page=mailingpromotions
https://www.usps.com/business/promotions-and-incentives.htm
Registration
https://gateway.usps.com
PostalOne Help Desk:
(800) 522-9085 or [email protected]
Irresistible Mail: Irresistiblemail.com
Follow USPS:
For More Information
49
■ Announcing 4th Quarter Winner:
Porsche
■ Quarterly winners compete to become Grand Champion
■ Winning Client, Agency, and Printer will be announced at NPF 2017
■ #IrresistibleMail in use
■ www.irresistiblemail.com/award
51
In the age of video,
how do you make print more relevant?
You innovate,
To make print more like video.
https://www.youtube.com/watch?v=7lR3x6i6nSg posted by Patrick Coffee, Adweek
Periodicals Under Consideration for January 20181:
Continue to evaluate how to get more Carrier Route pallets and containers in non-FSS zones
Periodicals Sack/Tray Pricing
Product Simplification
52
1 For Discussion only. Subject to internal reviews and / or BOG and PRC approvals
Open Discussion
53
First-Class Mail
Product DevelopmentMTAC
April 2017
54
Agenda
■ Pulse of the Industry
■ 2016 Promotion/Survey Updates (Emerging & Tactile
Promotions)
■ 2017 Promotions Review
■ 2018 Promotions Suggestions Update
■ Irresistible Mail Award Update
■ Pulse Report Updates
■ Open Discussion
55
Pulse of the Industry
56
3.5%
-2.0% -2.1%0.3%
-5.1%
2.7%
-2.3%-5.6%
4.1%
-3.9%
-1.7%-3.7%-3.7%
-2.5%-11.8%
-0.5%
-13.4%
-7.8%
-1.4%
-9.0%
-0.4%
0.6%
-5.5%-15.1%
-25%
-20%
-15%
-10%
-5%
0%
5%
10%
15%
20%
25%Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb
First-Class Mail Volume(% Change over SPLY)
Total First-Class Mail Presort Letters and Cards Total First-Class Mail Single-Piece Letters and Cards
57
First-Class Volume
Proprietary & Confidential
Total First-Class Mail Volume
Note(s):1/ Data Source: RPW FY16 – FY17
Industry Product Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb
Total First-Class Mail Single-Piece -3.7% -2.5% -11.8% -0.5% -13.4% -7.8% -1.4% -9.0% -0.4% 0.6% -5.5% -15.1%
Total First-Class Mail Presort 3.5% -2.0% -2.1% 0.3% -5.1% 2.7% -2.3% -5.6% 4.1% -3.9% -1.7% -3.7%
Mailing Promotions
Action item from last MTAC (Pulse Report Action Item)
Break out First Class volume reporting by Industry
Two examples follow
File with all industry charts will be distributed with
today’s meeting notes
Please note:
Class-level reporting data from RPW
Industry breakouts from CDM, so data does not align precisely,
but should represent appropriate proportions
58
2016 Promotions
Survey Update
59
Mailing Promotions
“Refresher” on FY16 Totals:
5 Promotions (6 month duration)
14.9 billion pieces
$3.6 billion revenue
1,626 participating customers
Initial Survey Analytics…
60
CY16 Promotions Survey Results
CY16 Promotion Survey Response Results
Note(s):/1 Promotion Participant refers to each instance a company participates in a CY16 promotion;
Companies may participate in multiple promotions/2 Survey Participants refers to the list of all responses
Proprietary & Confidential
• 25% of all promotion participants1 completed surveys for CY16 Emerging & Advanced Technology and Tactile, Sensory, & Interactive Promotions
• Survey Participants largely identified themselves as Repeat Participants2
Emerging & Advanced
Technology
Tactile,Sensory &
Interactive
Promotion Participants 226 210
Responses 61 50
Repeat Participants 53 34
New Participants 5 8
I don’t know 3 8
78%
12%
10%
CY16 Participants
Repeat Participants New Participants I don't know
61
CY16 Promotions Survey Results
CY16 Drivers of Participation by Promotion
Proprietary & Confidential
• Across promotions, Repeat Participants rate the discount as a driver for participation more favorably than New Participants
Drivers of Promotion Participation
Emerging & Advanced Technology2 Tactile, Sensory & Interactive3
New Participant Repeat Participant New Participant Repeat Participant
The Discount 4.75 4.97 3.80 4.69
Increased Response Rate 3.00 2.57 2.80 3.88
Furthering Customer Engagement 3.00 3.27 3.40 3.60
Adaptation of New Technology 3.75 3.33 3.40 3.13
Positive Results from Past Participation (Repeat Only)
0.00 2.83 0.00 3.63
Other 1.00 2.75 1.00 1.00
Note(s):/1 Table displays average ratings of promotion drivers by survey promotion participant segment ; ratings based on a scale from 1 to 5/2 Response Count for Emerging & Advanced Technology: 61 (53 – Repeat Participants, 5 – New Participants, 3 – I don’t know)/3 Response Count for Tactile, Sensory & Interactive: 50 (34 – Repeat Participants, 8 – New Participants, 8 – I don’t know)
Table 1. Average Rating of CY16 Promotion Drivers1
62
CY16 Promotions Survey Results
Note(s):/1 Response Count for Emerging & Advanced Technology: 35 (31 – Repeat Participants, 4 – New Participants)/2 Response Count for Tactile, Sensory & Interactive: 21 (16 – Repeat Participants, 5 – New Participants)
Proprietary & Confidential
• 59% of survey participants agree or strongly agree that specialty treatments increase the effectiveness of direct mail
– 67% of Tactile, Sensory & Interactive survey participants agreed/strongly agreed
– 54% for Emerging & Advanced Tech
0 0 0
4 4
1
4
01
14
22
6
0
5
10
15
20
25
I do not know Strongly Disagree Disagree Neutral Agree Strongly Agree
Q: Based on your experience, incorporating technology/specialty treatments on to direct mail increases the effectiveness of direct mail as a marketing channel.
New Participants
Repeat Participants
Effectiveness of Technology/Treatment on Direct Mail
Part
icip
ant
Count
63
CY16 Promotions Survey Results
Note(s):/1 Statistics based on limited response data/2 Response Count for Emerging & Advanced Technology: 35 (31 – Repeat Participants, 4 – New Participants)/3 Response Count for Tactile, Sensory & Interactive: 21 (16 – Repeat Participants, 5 – New Participants)
Proprietary & Confidential
• Of Promotion Participants who measure Customer Response Rate, 90% met or exceeded their goals for CY16 Promotions
• Additionally, Repeat Participants are 16% more likely to measure response rates than New Participants1
Expectations on Customer Response Rate
Does Your Company Measure Response Rate? If so, were your goals met? (Count)
Emerging & Advanced Technology2 Tactile, Sensory & Interactive3
New Repeat New Repeat
Yes; Company Measures Response Rate 2 15 2 11
Exceeded Goals 0 0 0 2
Met Goals 2 12 2 9
Did Not Meet Goals 0 3 0 0
No Measurement 2 11 1 3
I do not know 0 5 2 2
64
2017 Promotions Calendar
Update
65
JAN – FEB - MARCH APRIL – MAY - JUNE JULY – AUG - SEPT OCT – NOV - DEC
Earned Value
Color Transpromo
Direct Mail Starter
Mobile Shopping
Promotion Period (3 months)
May 1 – July 31
STANDARD MAIL
STANDARD AND FIRST-CLASS MAIL
FIRST-CLASS MAIL PRC approved as of June 16, 2016
Registration
May 15 - Dec 31
Promotion Period (6 months)
July 1 – December 31
Registration
Nov 15 -
Dec 31, 2016
Promotion Period (6 months)
January 1 – June 30
Registration
Jan 15 – Aug 31Promotion Period (6 months)
March 1 – August 31
Registration
Dec 15 – July 31Promotion Period (6 months)
February 1 – July 31
Emerging & Advanced Technology
Tactile, Sensory & Interactive Engagement
Registration
June 15 – Dec 31
Registration
March 15 – July 31
As of June 24, 2016
NOV – DEC 2016
Promotion Period (5 months)
August 1 – December 31)
*registration closes Dec. 31, 2016
Approved 2017 Promotion Calendar
67
2017 Promotions Communications
Mailing dropped last week (included MTAC members)
Invitation to a Personalized, Interactive Video
experience (qualifying tech in Emerging & Advanced Tech
promotion)
Provides interactive overview of the 2017 Promotions
Non-personalized link on RIBBS, or at
YourVideoDM.com
68
Interactive Video Overview
2017 Promotions Update
2017 Promotions Update: Earned Value
Earned Value Promotion Registration – 729
Current Volume – 850M pcs
2 credit periods Jan-Mar / Apr-Jun
Earned Value reporting issue flagged in January
Software updates to resolve reporting
Quarter 1 credit reviews underway
69
2017 Promotions Update
Earned Value Q1 Credit Process Status
Credits Agreed/Released: 207 companies (29%)
Credit review in process: 492 companies (66%)
Disputes in process: 30 companies (4%)
eMail to participants 3/31 with instructions
Non-Origin IMB issue
SW change implemented on 4/9 to automate reporting of non-Origin
IMBs to enable visibility in Activity Report (Pulse Report Action Item)
70
2017 Promotions Update
2017 Promotions Updates:
Tactile, Sensory & Interactive Engagement Promotion Registration – 172
Current Participants – 113
Current Volume – 525M pcs
Emerging and Advanced Technology Promotion Registration - 225
Current Participants - 220
Current Volume – 1.5B pcs
Software update on February 26
All adjustments have been processed for the subset of
affected companies
71
2017 Promotions Update
Upcoming Promotions
Direct Mail Starter Promotion
Registration started March 15th
Promotion period begins May 1st
Personalized Color Transpromo Promotion
Registration starts May 15th
Mobile Shopping Promotion
Registration starts June 15th
Incorporating Informed Delivery as Qualifying Technology
Must meet Mobile Shopping criteria
Requirements are being drafted; will work through UG8
Earned Value Q2 Credit process
Will begin ~ 2nd week of July 72
2017 Promotions Issues
Promotions Issues:
Not claiming discount at the time of mailing
Mailing before creative approval and requesting the discount
Final Mailpiece Submission Requirement:
Required at Promotion Office for Tactile/Sensory/Interactive- Mailpieces submitted for review should indicate if “final” mailpiece
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2018 Promotion Suggestions
2018 Promotion Suggestions (Pulse Report Action Item)
Due January 20, 2017
Received 10 submissions (in addition to requests to continue
existing promotions)
Completed internal evaluation
Strategy for PRC Filing under review
MSP Incentive (Pulse)
Secure Destruction (Pulse)
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Program Office contact:
Email:
Mobile Shopping & Direct Mail Starter
Personalized Color Transpromo
Tactile Sensory Interactive Promotion
Emerging & Advanced Tech Promotion
Earned Value - [email protected]
Mail: US Postal Service
Post Office Box 23282
Washington, DC 20026-3282
For More Information
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Program Requirements & Documents
https://ribbs.usps.gov/index.cfm?page=mailingpromotions
https://www.usps.com/business/promotions-and-incentives.htm
Registration
https://gateway.usps.com
PostalOne Help Desk:
(800) 522-9085 or [email protected]
Irresistible Mail: Irresistiblemail.com
Follow USPS:
For More Information
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■ Announcing 4th Quarter Winner:
Porsche
■ Quarterly winners compete to become Grand Champion
■ Winning Client, Agency, and Printer will be announced at NPF 2017
■ #IrresistibleMail in use
■ www.irresistiblemail.com/award
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In the age of video,
how do you make print more relevant?
You innovate,
To make print more like video.
https://www.youtube.com/watch?v=7lR3x6i6nSg posted by Patrick Coffee, Adweek
First-Class Under Consideration for January 20181:
Simplify First-Class Mail Single Piece Residuals
Offer one price for Single Piece First-Class Mail letters
Simplify the pricing structure of Picture Permit
Product Simplification
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1 For Discussion only. Subject to internal reviews and / or BOG and PRC approvals
Open Discussion
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