Expand Your Services with Every Door Direct Mail NPOA PRINT OWNERS ASSOCIATION

Transcription

1 Expand Your Services with Every Door Direct Mail NPOA NATIONAL PRINT OWNERS ASSOCIATION

2 Agenda EDDM Case Study EDDM two options Retail BMEU USPS Online Mapping Tool Demo Options for Facing Slips (BMEU & Retail) Options for Shipping to Delivery Units EDDM API Polls - Questions

3 Your Objective is Our Objective Grow Revenue Drive revenue by increasing the use of mail in marketing campaigns Have an affordable service that attracts customers who have never mailed Improve the Mailing Experience Simplify the requirements to use the mail Simplify acceptance and transactional processing of Standard Mail at BMEU and Retail locations

4 Definition of Every Door Direct Mail (EDDM) An efficient and affordable service for businesses that want to target specific areas in their local market without requiring names and addresses on the mail pieces

5 "Eighty percent of consumers disposable income is still spent on businesses within 10 miles of their homes. How can you get your share??? Source: Publicis Groupe ZenithOptimedia Advertising Expenditure Forecasts December 2013

6 It s About the Return on Investment (ROI) Campaign Example Lawn Service Company Campaign Investment 10K = $3,000 Response Expected Response 2% 200 responders Conversion Rate 80% 160 customers Value of Sale Average Sale $100 Gross Margin 60% Profit $60 Campaign ROI 160 customers x $60 = $9,600 $9,600 profit from $3,000 investment

7 And Customer Lifetime Value (LTV) Retention Rate of 75% = 120 customers Number of purchases annually 12 Number of years active 3 36 $60 profit = $2,160 LTV each 120 customers X $2,160 = $259,200 from $3K campaign

8 Two Mailing Options: BMEU and Retail EDDM BMEU EDDM RETAIL Quantity ,000 Postage permit required Yes (annual fee applies) Payment BMEU permit account Cash, check, money order, metered postage, credit/debit card - online Submit where Business Mail Entry Unit (BMEU) No Post Office serving targeted area Weight per piece Up to ounces Up to 3.3 ounces Formats Standard Mail Flats, Irregular Parcels, Periodicals, Bound Printed Matter Standard Mail Flats

9 EDDM Pricing Flats (BMEU) Entry Point Saturation* (Current Pricing) EDDM (Current Pricing) Saturation* (As of April 26 th ) EDDM (As of April 26 th ) None PRSRT STD ECRWSS U.S. POSTAGE PAID MINNEAPOLIS MN PERMIT NO DNDC DSCF DDU *Saturation Flats require a complete address.

10 Saturation Pricing Letters (BMEU) Entry Point Saturation (Current Pricing) Saturation (As of April 26 th ) None DNDC DSCF DDU N/A N/A Saturation Letters require a full address and barcode and cannot be delivered to the DDU.

11 Label and Indicia Examples Retail BMEU Label Options Local Postal Customer ************ECRWSSEDDM**** Local Postal Customer ************ECRWSSEDDM**** Postal Customer City, State 5-Digit Zip Code ************ECRWSSEDDM**** Residential Customer City, State 5-Digit Zip Code ************ECRWSSEDDM**** PO Box Holder City, State 5-Digit Zip Code Indicia Examples PRSRT STD ECRWSS U.S. POSTAGE PAID EDDM RETAIL PRSRT STD ECRWSS U.S. POSTAGE PAID CITY, STATE PERMIT NO.

12 EDDM Dimensions Maximum: 15 long, 12 high,.75 thick Minimum: >10.5 long OR >6.125 high OR >.25 thick

13 How to launch a campaign In just a few simple steps, you can help your customers implement a direct mail strategy with the EDDM online tool. 1. Select Retail or BMEU service 2. Identify your target demographic 3. Select neighborhoods and delivery routes 4. See routes by desired factors 1 5. Prepare and bundle mailpieces 6. Submit mailpieces 1. Demographic data is based on prior reports of the U.S. Census Bureau.

14 Getting Started Access the tool at: eddm.usps.com

15 Search Location

16 Select Route Types and Demographics Select Radius View Route Table

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20 Required Forms/Documentation

21 EDDM Retail Paperwork EDDM (Current Pricing) EDDM (As of April 26 th )

22 Bundle and Pallet Prep Example of a 5-Digit pallet

23 Software Generated Facing Slip (if you choose to create your own) Requested In-Home Date (optional) Carrier Route # including Zip Code Quantity of pieces within bundle Number count of bundles per carrier i.e. 1 of 2, 2 of 2 etc. Facing Slips can be generated by USPS website or printer s own sortation software

24 EDDM Bundles Bundles secured with rubber bands, twine, string, or only shrink-wrap no more than 3 inches in height Bundles secured with shrink-wrap plus plastic straps, or with at least two plastic straps, must not exceed 6 inches in height Bundles of pieces with covers of uncoated stock are subject to these conditions: Bundles must not exceed 8 inches in height (recommended maximum height is 6 inches) Retail EDDM pieces per bundle Max 200 All bundles must have facing slip on top or utilize Optional Endorsement Line (OEL) Prepare enough bundles to complete distribution

25 EDDM Retail Priority Mail Shipping Options Send EDDM Retail Mailings to LPOs Across Town or Across the Country Prepare your package based on EDDM retail guidelines Include documentation in an envelope in box #1 Label and number your boxes Every Door Direct Mail - Retail" and "Open Immediately" Ship your boxes to "Postmaster" at the Post Office where you are sending them

26 Priority Mail Open and Distribute Premium service to expedite shipments of Standard Mail to destination facilities 2 to 3 days to most destinations Mailing enclosed qualifies for entry-level discount postage Ship to Destination Delivery Unit to qualify for $.156 rate Pay Priority Mail rate on weight of contents or new container rates & zone Shipment tracked to destination facility Commercial Plus Pricing Agreement Volume commitment: 600 PMOD shipments/year Container Pricing Available 1 Foot Tray, 2 Foot Tray, EMM Tray, Flat Tub Box Flat-Rate Boxes are Approved PMOD Container

27 Get the Word Out! Mailing Industry Product Guide: (800)

28 New Every Door Direct Mail Logos for MSP s

29 Examples of Logo Use Advertising, Promotional or Corporate Direct Mail Brochures Flyers Print Ad Display Endorsement Letter Website/Internet or other Electronic Webinar promotion

30 Application Process Send to request application to: Application will be sent via Send completed and signed application back to address with samples After approval - License Agreement sent for signatures CMO signs for USPS

31 Every Door Direct Mail API The Every Door Direct Mail API provides access to AIS Delivery Statistics data that includes but may not be limited to: Carrier Route by Zip Code and Identifier Number of Residences on a specific route Number of P.O. Boxes on a specific route Total number of delivery points on a specific route The EDDM API includes programming code that enables the Delivery Statistics data to be integrated into a graphic table or mapping environment There is no fee or license for the EDDM API however a User Agreement with the USPS is required and an AIS Delivery Statistics license must be current. AIS Delivery Statistics data is licensed by the US Postal Service and has an annual subscription fee of $420. (Delivery Statistics Monthly Base DS215R)

32 Questions?

33 Thank You! Connie Jacoby Sr. Sales Executive Ph. (816) Gail Hagen Manger, Business Alliances Ph. (701) Erick Keskey Business Alliances Specialist Ph. (612)