Making Direct Mail Easy

Transcription

1 United States Postal Service Making Direct Mail Easy Printing & Letter Shop July 24-25, 2001

2 Introduction Roadmap Introduction Production Elements Process Overview Process Choices Conclusion Page 2

3 Introduction Primary Goal Return on Investment (ROI) = $Earned $Spent ROI Includes Lifetime Customer Value Maximize $Earned for Every $Spent First Impressions are Lasting Your Time has Value Too! Page 3

4 Production Elements Format Selection - Postcards Least Expensive Eliminate paper Lower postage Instant Impression Production Choices Card size Paper weight Graphic selection Personal message Page 4

5 Production Elements Format Selection Self Mailer Inexpensive Eliminate envelope Full length message Immediate Impression Production Choices Paper size Folding style Artwork & offer Tab style Page 5

6 Production Elements Format Selection - Letters Paper 8.5 x x 14 Duplex Multi-page Envelope Dual window Single window Closed face Jim Brown 2 Easy Street Portland, OR John Smith 123 Sunbeam Way Nowhere, AK Page 6

7 Production Elements Format Selection - Letters Inserts Business reply card Courtesy reply envelope Business reply envelope Custom materials Postage First Class (stamp, meter, indicia) Standard A Non-profit Page 7

8 Production Elements Print Selection Color Requirements Black & white Highlight color Four color Production Equipment Digital press Offset press Combination (color shell) Personalization (Variable Data) Page 8

9 Production Elements Process Selection Digital Color Comparison Trade-off Between Cost, Speed, and Flexibility Cost Offset Digital Color Timing Immediate Lead Time Run Length Page 9

10 Production Elements Process Selection Impact of Personalization Increase repeat orders by 48% Increase response rate by 36% Increase response time by 34% Increase revenue/profit by 32% Increase order size by 25% Increase From Base Rate is Substantial Source: CAP Ventures Page 10

11 Process Overview compose produce fold, insert & stamp pre-flight A slo total address mail Page 11

12 Process Choices Home/Office Production Copy Shop Production Commercial Printer Mail-on-Demand Page 12

13 Process Choices Home/Office Production stamps compose produce Internet postal meter A slo total mailing list fold, insert & stamp proof Avery labels address mail Pro s : Inexpensive and relatively quick Con s: All-consuming and relatively low quality output Page 13

14 Process Choices Copy Shop Production copy shop stamps compose produce Internet postal meter A slo total mailing list fold, insert & stamp proof Avery labels address mail Pro s : Higher quality; more free time Con s: More expensive; takes longer; no personalization Page 14

15 Process Choices Commercial Print Production iterate blue line, schedule iterate list, schedule business mailer DM agency commercial printer letter shop requirements messages, targets requirements layout, deadlines list broker Pro s : Best quality; complete design freedom Con s: Most expensive for short runs; 3 weeks required; lots of details to manage Page 15

16 Process Choices Mail-on-Demand house list broker sourced Internet sourced integrated letter shop function Time Required: Minutes compose address fold, insert & stamp A slo total integrated commercial printer proof produce mail Pro s : High quality; fast; easy; inexpensive Con s: Restricted formats Page 16

17 The Zairmail Solution Internet-Driven Overnight Mail Portland Post Office Cleveland Post Office USPS 94% Local Overnight Web Sender Optimal Resource Routing Speed Reliability Capacity Post Office New York Post Office Internet Post Office San Jose Dallas Page 17

18 The Zairmail Solution Zairmail Express Direct Get Results Fast Route nationally Produce mail locally Optimal letter traffic Minimize Frustration Single point of contact Your choice of interaction Eliminate manual labor Maximize Value Production choices High quality output High volume production facilities biz.zairmail.com Commercial Quality Fast, Easy, and Inexpensive Page 18

19 Conclusion Primary Goal Maximize ROI Minimize costs Maximize returns Choices Galore Process elements Process choices Direct Mail is Critical Not rocket science Touch the right people With the right offer Grow your profits! United States Postal Service Page 19