Direct Mail: Lower Costs and Improve Results

2014 Enterprise Client Summit


Unlock the Value of

Your Communications

2 2014 Enterprise Client Summit

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Evolution of Commerce


Direct Mail is an integral part of Commerce

73% of consumers made

purchases from Direct Mail

52% of businesses

are currently using QR

codes in their catalogs

Direct Mail spending up 1% in 2014


Direct Mail that WORKS!

RESPONSE

• Color

• Personalization

• Technology that links

Physical and Digital

POSTAGE OPTIMIZATION

• Mailpiece Design Matters

• Targeted Mail Campaigns

• Clean Data Lists reduce waste

costs

• Presort and Destination Entry

for deepest discount

• Split files for optimized postage

• Postal promotions can offer

additional discounts

PROFITABILITY

• Lower cost per

mailpiece

• Consolidated workcell

• Increased flexibility


Direct Mail Success : Wilen Direct

Produce more effective mailpieces

Personalized messaging on the outside of envelope

Increase open and response

Increase Response

Use Data to personalize

Use Color to draw attention

Use technology to reduce

cost while improving

response


Make mail personal

Clients experience 24% increase in

response rate when personalized over

static direct mail

Names

Images

pURLs

Buying habits

More than name or demographics: how

and when someone wants to receive an

offer

Variable data in print drives connection

and mobile personalization possibilities


Use technology that links physical and

digital

Incorporate technology

QR codes drive them where you want

them to go

Augmented Reality Technology sits

around the house!

Open Source (QR Code, Datamatrix)

Image with embedded digital watermark

Proprietary Tags

SnapTags

MS Tags

Mail Barcodes


Technology drives interaction and

retention! Stamford Symphony gains QR Codes Technology with

PBSmartCodes

• QR codes on mail pieces, program, and in the lobby drove

interaction

• Customers had fun with QR codes and found insightful stories

and coupons for the gift shop

• Raised media attention and increased ticket sales

Augmented Reality brings Direct Mail to Life

• http://www.youtube.com/v/ngDaf8Hv83Y

• Client used Augmented Reality on Direct Mail piece

• Interactive video offered photo opportunities, interactive

games, beautiful video of the Resort

• Dramatic increase in response

• Award Winning Campaign

http://www.youtube.com/v/ngDaf8Hv83Y

http://www.youtube.com/v/ngDaf8Hv83Y


Production technology creates direct

mail results

Pitney Bowes Mailstream Engage

Customized pieces

Eye Catching Design

Colorful mail pieces

Unique inserts

http://www.youtube.com/watch?v=I8-eJyywv5o

Direct Mail Success : Proforma

Innovative mailpiece design significantly improves response rates

Deliver more targeted, personal direct mail





Postal Optimization Reduces Cost

Mailpiece design matters

Targeted mail campaigns

Clean data lists reduce waste costs

Leverage postal discounts as applicable by county*

• Presort and Destination Entry for deepest discount

• Split files for optimized postage

• Postal promotions offer additional discounts

*Postal promotions and discounts vary by country


Mail piece design matters

Understand Country Postal Automation Requirements

Direct Mail Manual (DMM) www.usps.pe.com

Full Service Intelligent Mail barcode www.ribbs.usps.gov

Think creatively for higher response

Postcards 23.4% highest response*

Larger than letter size 16.6% response*

Letter size 7.9% response*

*USPS Household Diary Study, 2012

http://www.usps.pe.com/

http://www.ribbs.usps.gov/


Clean Data Lists

Ensure your mail arrives with certified

format

Confirm accurate addresses

Improve delivery now and later

Save on postage

• Accurate delivery

• Reduce waste

USPS Example


Presort mail to utilize available workshare discounts

Commingle smaller files

• Software

• Presort Partner

Take advantage of postal discounts

USPS Example


Transport to the destination

• Consolidator

• Co-Transportation

• Co-Pallet



Optimize for maximum discounts

Software splits files

– Commingle

– Destination Entry

– Mail Services Providers

One data file

Commingle

Origin Entry

AADC/MXD AADC/3DIG

Destination Entry

5 DIG

USPS Example



A major financial institution re‐engineered their direct

mail process and in nine months:

• Saved over $1M in postage after optimization

• Reduced average national in‐home by almost a day

Postage Optimization saves $$$


Postage optimization saves $$$

Direct Mail Success: International Plastic Cards expands its business into

promotional cards while improving efficiency and visibility

Expand into new business categories

Lower costs and gain advanced tracking services

Better manage their marketing campaigns

Save postage dollars

Increase predictability of delivery

Gain tracking advantage


Improve profitability

Streamline processes to reduce labor

and increase productivity

Gain flexibility to handle more types of

applications

Improve accuracy to support higher

value matched and personalized

mailings. You can’t afford to make a

mistake!

Direct Mail Success: Interlinc

Increase efficiency by 40-percent

Deliver targeted, relevant content accurately and cost effectively

Lower cost per mailpiece


Promotions offer additional incentives and

postage savings for technology adoption


Direct Mail Success

“We’re helping our customers create better, more relevant communications that drive increased return on marketing investment”

Wilen Media

“With our investment in Pitney Bowes’ technology, we can help our clients get an edge on their competition through intelligent, selective inserting matching a specific message to a specific person”

Interlinc

“Leveraging an innovative direct mailpiece design to help clients significantly improve response rates”

ProForma Twin Marketing

Group

“ The key thing is to get the mail out quickly and Pitney Bowes does that. Once the mail leaves here, we know it’s in good hands”

International Plastic Cards


Questions?


Thank you.

Education

Direct Mail: Lower Costs and Improve Results