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A global perspective on innovative uses of mail.
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2014 EnterpriseClient Summit
Global Mail InnovationsGary Reblin,VP, New Products & InnovationUnited States Postal Service
2014 Enterprise Client Summit
Direct Mail is Evolving
& Adapting
Mobile Explosion Digital Integration eCommerce Growth Small Business
2014 Enterprise Client Summit
Direct Mail is Relevant
73%of Consumers
said they prefer direct mail for brand
communication1
51%of Consumers
pay more attention to the information
received2
52%of Businesses are
currently using QR codes in their
catalogs3
1Epsilon: Channel preference for both Mobile and non-Mobile Consumers
2Epsilon: Channel preference for both Mobile and non-Mobile Consumers
32013 Multichannel Merchant Outlook
2014 Enterprise Client Summit
Direct Mail Delivers
the strongest ROI
2014 Enterprise Client Summit
Source: Target Marketing B-C 2013 Annual Media Usage Survey
2014 Enterprise Client Summit
Source: Target Marketing B-C 2013 Annual Media Usage Survey
2014 Enterprise Client SummitAmount in Billions
Source: Winterberry Group analysis of multiple sources
Direct mail up1.1%
2014 Enterprise Client Summit
Mobile Commerce
2014 Enterprise Client Summit
Source: Pitney Bowes Ecommerce Solutions,
Mobile Commerce Continues to Grow
• Online sales in 2013 grew over 26% over 2012
• Mobile commerce sales increased 68% in 2013 to nearly $42 billion
• 1/3 of all online sales are made on mobile devices
Source: IBM, Dec. 2013
Source: eMarketer, Sept. 2013
Source: IBM, Dec. 2013
• Global Mobile Commerce2011 – 2016 Average Compound Annual Growth Rate 40%
2014 Enterprise Client Summit
Global Trends Relevant to the Mail
2014 Enterprise Client Summit
Mail + Mobile
an Optimum ConnectionProvides a jumping off point • Mobile purchases
• Mobile coupon• Mobile-optimized web site• Responsive web site
2014 Enterprise Client Summit
Adornably
2014 Enterprise Client Summit
2014 Enterprise Client Summit
• Engages emotional processing centers
• Leaves deeper footprint in brain
• Mail provides a tactile response that stimulates the senses, creating a more positive brand association and lasting memory
But we can do more…Source: Millward Brown, 2009
Mail is real to the brain
2014 Enterprise Client Summit
2014 Enterprise Client Summit
2014 Enterprise Client Summit
Postal Technology Ecosystem: Key PlayersPost
Key Requirements• High Conversion rates• Promotions that integrate technology
with mail
Technology Partner
Key Requirements• High adoption of technology• Successful consumer response
Mailers / Businesses
Key Requirements• High Conversion rates• Low investment / Low risk• Enhanced profitability
ConsumersKey Requirements• Surprise and delight• Relevant content• Easy to use technology• Innovative
2014 Enterprise Client Summit
Other Posts Use Emerging TechnologiesUK Royal Mail partnered with Digital Space to make mail interactive using Digital Watermarking
Post NL started “Er is Post,” a quarterly magazine featuring pages with Augmented Reality
Spain’s Correos created “Tu Sello,” allows private companies to customize QR Code Postage Stamps
Australia Post’s Postcards App postcards with photos and texts created through a mobile app
Source: Mobile Marketing Magazine, Layar, Kyero, Australia Post
2014 Enterprise Client Summit
Poste Italiane offers Hybrid Mail, linking digital communications to physical mail pieces across the world
19
Watch Video
Sent to .post email address
Local post prints and delivers
Create digital communication
Directed to destination country
Source: Post ItalianeCopyright 2013 Accenture Federal Services LLC. All Rights Reserved. Confidential/Proprietary.
2014 Enterprise Client Summit
Promotions
2014 Enterprise Client Summit
Promotions are Evolving
2011Mobile Barcode
2012Mobile Commerce& Personalization
2013Shopping
2014Promotional
Calendar
2014 Enterprise Client Summit
Integrate Mobile Technology• Build upon previous promotions and continue strategy to
encourage mailers to integrate direct mail with mobile technology
Evolve mail for new uses• Color promotions• Variable data printing• Premium advertising
Drive Trial of New Technology• Leverage the value of innovative direct mail techniques
that are effective but less widely used
2014 Calendar Objectives
2014 Enterprise Client Summit
Explore New Ways to Evolve Promotions • Longer promotional periods• Flexible promotional periods• Multiple years
2015 Calendar Objectives
2014 Enterprise Client Summit
Transaction Mail
2014 Enterprise Client Summit
97% of customers open their bills and statementsConsumers spend an average of two to three minutes reviewing each statement they receive in the mail20% of consumers spend five minutes or more
Transaction Mail is Read
2014 Enterprise Client Summit
Postal Organization Description Paid /
FreebPost RelatioMail
Increase a company’s transactional mail. 1. Approach, design and document creation2. Monitoring of responses
Paid
Australia Post TransPromotion
Promotional features inside a transactional mail with messages that are personalized, relevant and increase communication effectiveness.
Paid
UK Royal Mail Statement Optimization
Test the effectiveness of transactional mail with information and services to make transactional mail more effective
Free/ Paid
Australia PosteLetter Desktop
Software to create transactional email templates that will print and mail these emails to the database attached by the customer
Paid
TNT PostTRANSEND
Hybrid mail solution that sends letters or postcards from PC1. Customer creates the document , TNT post will print, fulfill and post it
Paid
Eesti Post Electronic Mail Center
Electronic Mail Center users creates e-mails securely and the postal service prints and delivers
Paid
International Posts : Transactional Mail Services
2014 Enterprise Client Summit
Value of Hardcopy Mail
*Majority of Cost came from Call Center
2014 Enterprise Client Summit
United Health Group Mailing Test
Test color vs. black & white print – If color print would result in more employees
signing up for UHG/USPS healthcare plan Target: Qualified USPS temporary employeesResults:– 14.92% response in control– 24% increase from base response
USPS Test with First - Class Mail
2014 Enterprise Client Summit
Goal: Slow diversion by adding value to hard copy
• Weight – 2 Oz Free• Promotions• Technology
2014 Enterprise Client Summit
2014 and Beyond
Enhanced ShippingNetworks
QR Codes Augmented Reality Visibility
NFC Enhanced Returns
New Products and Innovationworking to make it easier to you to do business with
the Postal Service
2014 Enterprise Client Summit
Thank YouGary Reblin
VP, New Products & Innovation
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