FUTURE PROOF
YOUR MARKETING WORLD
INSIDE THIS ISSUE PAGE 03
PAGE 06
New tool kit from Royal Mail MarketReach
Transform your website conversions with Programmatic Mail
ISSUE 26
5 WAYS TO
In this issue 03 Insight, Facts & Case Studies to make the most of mail New tool kit from Royal Mail MarketReach.
04/05 5 Ways to Future Proof Your Marketing World
06/07 News Includes data audit offer, as well as updates from Royal Mail, Paperplanes and details of our seminars.
Welcome to Engage, the GI Solutions magazine that provides you with industry news and ideas for your company. As competition increases and the needs of the customer evolve, so too must your marketing communications. See page 4 and 5 for 5 ways you can future proof your marketing world. On page 3 you’ll find details of Royal Mail MarketReach’s new Insights Toolkit which includes case studies, insight reports and more. In keeping with our theme of future proofing your marketing, on page 6 we bring you an update from Programmatic Mail pioneers Paperplanes. On page 7, you’ll find details of how to access up to 30% postage savings on your Transactional mail as well as details of our seminars. We hope you enjoy this issue of Engage. All feedback is welcome, so please do not hesitate to send any comments to marketing@gi-solutionsgroup.com, or contact me using the details below. Thank you for reading Engage. Yours sincerely,
08 Masterclass: Improving Customer Communications MKIII
Alistair Ezzy Managing Director, GI Solutions
alistair.ezzy@gi-solutionsgroup.com
View online
uk.linkedin.com/in/alistairezzy
www.gi-solutionsgroup.com/engage Or use the QR code below. Download a free code reader app at www.beetag.com
If you need more information, contact me This magazine was delivered in an Oxo-degradable plastic polylope and printed by GI Solutions, 147 Scudamore Road, Leicester, LE3 1UQ. Tel: 0116 232 1711; Fax: 0116 232 1611; Website: www.gi-solutionsgroup.com. For more information contact Tara Pickles, Head of Group Marketing on 07970 263 943. We will hold your details in accordance with our Privacy Policy and may contact you by mail, email or telephone on the products and services offered by GI Solutions. If you would like to unsubscribe from the GI Solutions mailing list please email marketing@gi-solutionsgroup.com with your details.
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ENGAGE 26
Tara Pickles
tara.pickles@gi–solutionsgroup.com
07970 263 943
Insight, Facts & Case Studies to make the most of mail To help you make the most of Mail, Royal Mail MarketReach have created free market intelligence insights section called The Mail Toolkit on their website: www.mailmen.co.uk The Mail ToolKit includes free downloadable materials including useful facts, case studies, insight reports and ‘nickable’ PowerPoint slides that can help improve the overall performance of a marketing campaign.
Their online market intelligence mail toolkit is divided into four key strands: 1. ‘ Deliver a Commercial Return’, which provides analysis that shows how mail generates financial value. 2. ‘ Add Mail To The Mix’, which shows how adding mail to other channels such as digital media creates significant incremental income and opportunities. 3. ‘Build your Brand’, which defines the rational and emotional characteristics of mail consumers defined as interesting and relevant. 4. ‘Maximise Audience Relevancy’, which describes the similarities and differences regarding how people in different life stages use and engage with mail. The Insight Engine is a new audience-based interactive planning tool, which you and your clients can use to explore the uses and issues of importance, that particular audiences have regarding different types of mail. It also shows the range of different ways they use that type of mail above and beyond immediate response. The engine supports agencies and brands in planning and creating a campaign by equipping them with campaign-specific insights to make mailings more effective.
For more information visit:
www.mailmen.co.uk/toolkit
www.gi-solutionsgroup.com
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5 Ways to Future Proof 1 Improve clarity of information and understanding Use data to produce variable charts and graphs personalised to the individual, to improve clarity and understanding, and increase relevancy. Use variable FAQs to answer queries associated with the specific services and products you’re offering. By answering these quickly, at the point they arise, you could reduce call centre traffic and the costs associated with servicing that traffic.
2 Drive increased sales £1 OFF
D SALA PASTA online e or In-stor
RKER : A BA S17PA Name de: GI unt co Disco
Increase Average Order Value (AOV) and Average Transaction Value (ATV) by sending relevant offers, through cross selling & upselling.
www.gi-solutionsgroup.com/ direct-mail-seminar
£1 OFF
SUMMER FRUITS SMOOTHIE In-store only
Name: A BARKER Discount code: GIS17SF
www.gi-solutionsgroup.com/seminars/ how-to-find-win-and-keep-customers
50P OFF
RASPBERRIES www.gi-insight.com/seminars inar/ /introducing-programmatic-marketing-sem
In-store or online
Name: A BARKER Discount code: GIS17RS
Your customers ma y also
like these... Use digital print to drive revenue by taking advantage of targeted cross sell and upsell opp ortunities.
Sky blue Ironing Boar d
£22.99 RRP £32.99
Send highly targeted variable vouchers and coupons, which can be redeemed online or in-store.
Include a relevant offer for these products here Plastic woven bask et
£8.99
RRP £12.99
3 Improve cost effectiveness Adopt a Hybrid Mail solution to consolidate production and postage costs and send highly personalised mail such as confirmation letters, appointment letters and reminders. Visit gi-solutionsgroup.com/hybrid-mail Save money on postage and test new mail ideas with Royal Mail MarketReach’s Postage incentive scheme. Visit mailmen.co.uk/incentives Send the right message, at the right time, to the right person with CAMPAIGN, our automated multichannel marketing solution. Watch our explainer video at
gi-insight.com/campaign 04
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ENGAGE 26
f Your Marketing World Drive traffic online and in-store
4
Personalise your door drops with nearest store/ office or other geo-targeted information, and an enticing offer to increase footfall. Use door drops to drive traffic to your website by including your URL in a prominent position with an enticing offer.
Improve customer engagement
5
Alice, open here Return address: GI Solutions,
147 Scudamore Road, Leicester,
Use GI Red’s heat maps to optimise your communications. Heat mapping identifies areas on the ‘page’ that recipients’ eyes are drawn to. Is your offer or key information being seen, and therefore understood? Visit gi-red.com
LE3 1UQ
Alice, there’s a smarter way to save money and energy
Use fully variable outers personalised with deadline or date, £ amount, or other information likely to add a sense of urgency.
ENERGY
ENERGY Source: Quadrangle, 2014
of people influenced to make online purchases after they receive a mailing
87%
Use Creative Formats to stand out on the doormat. A striking format cuts through the clutter and increases the chance of being opened.
Mrs Alice Barker 1 Sample Street Sample Town Sample County AB1 2YZ
www.creativeformats.com om marketing@gi-solutionsgroup.c
✔ Drive revenue and increase Return on Investment (ROI)
campaign
offer ✔ Send innovative formats which increased creativity and flexibility
through ✔ Enhance customer experience improved relevancy and targeting
Alice, revolutionise the way you speak to customers through variable digital mail.
See more great formats at:
creativeformats.com 264
237
Get your sample pack now!
CF code
Input the format code number in the search bar to watch 3D animations of the formats.
0116 232 1711 marketing@gi-solutionsgroup.com
www.gi-solutionsgroup.com
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News
PROMOTIONS, NEWS, IDEAS & UPDATES
Improve data quality and reduce cost with our FREE Data Quality Audit
Data Quality Audit
Poor-quality customer contact data could be costing UK organisations as much 6% of annual revenues1 Good data management is at the heart of effective direct marketing, preventing decay and ensuring the integrity of your data. Bad data can harm your customer relationships, cause bad publicity and result in additional costs due to postal returns. GI Insight can help you get it right, by auditing or cleaning existing data, we have the expertise you need improve your data quality and reduce your mailing costs.. Contact us now to take advantage of our FREE Data Quality Audit Service.
marketing@gi-insight.com 0116 232 1711 www.gi-insight.com
Royal Mail 2016, Third annual survey of UK marketing, data and analytics professionals
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Transform your website conversion with Programmatic Mail w
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ut no sale ’ BlueSky All your computer, cloud and IT needs
ADD TO BASKET
BlueSky All your computer, cloud and IT needs
knock knock
Delivery
£15.00
TOO MUCH!
RESPONDING TO BROWSER BEHAVIOUR
i'll check out later
NEW CUSTOMER JOURNEYS
CONVERTING ABANDONED BASKETS
One of marketing’s best-kept secrets is that direct mail is better at driving customer action than digital. According to research conducted by the Harvard Business Review, 25% of those targeted by direct mail campaigns took action on the mail they received. Digital means came second with email responses totalling just 23%. Paperplanes technology enables UK brands to take advantage of direct mail as part of their digital marketing mix, backed by GI Solutions, allowing laptop to doorstep delivery in just 48 hours.
Get in touch to see how you can benefit from a Programmatic Mail solution.
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ENGAGE 26
High Sales id: Customer44 #78960
No Sale
s
RE-ENGAGING LAPSED CUSTOMERS
LOVING YOUR LOYAL CUSTOMERS
Contact Dan Dunn on: info@flypaperplanes.co.uk 0203 488 2263 www.flypaperplanes.co.uk
Seminar Dates Transform your transactional mail postage costs
Increase your knowledge of customer communications by attending one of our seminars.
Up to 30% postage savings available for Transactional Mail In early February, Royal Mail announced an incentive scheme for transactional mail. This provides up to a 30% discount for postage, in the form of postage credits, regardless of whether you are using Royal Mail or a Downstream Access provider. As postage is the highest proportion of cost for mailed communications, this represents a significant saving which could be re-targeted to other communication improvements. To provide best advice for improved mail communications, we can look at your current postage arrangements and help evaluate how these savings could be made. For a consultation on how you can access these discounts and others from Royal Mail, contact marketing on: marketing@gi-solutionsgroup.com
Masterclass: Improving Customer Communications MKIV Check website for date and venue
Programmatic
Marketing SEMINAR Friday 9th June 2017 WeWork, Moorgate
0116 232 1711
See an example at bit.ly/2nzsNgl
Cinemagraphs – Bring your photos to life To make your digital marketing stand out from the rest of the crowd and bring your photography to life, consider using Cinemagraphs - the latest creative technique being used by many top brands. Cinemagraphs are static photographs in which an element inside them moves on a loop, creating a subtle illusion. They are a great way to draw the reader’s eye to a specific area in the animation, such as a product, call-to-action button or a special promotion.
Thursday 25th May 2017 GI Solutions, Leicester
Seminar registration Go to gi-solutionsgroup.com/ seminars or use the QR code below. Download a free code reader app at www.beetag.com
Ask Paul Sumner how we can enhance your next creative marketing idea: www.gi-red.com marketing@gi-red.com Paul Sumner on 0116 232 1711
www.gi-solutionsgroup.com
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Joining the Data Dots
8-9 May 2017 | Olympia Grand, London
See GI Insight on
STAND
596 Europe’s BIGGEST, BEST and FASTEST GROWING annual event for retail and hospitality
SEE THE FUTURE OF RETAILING out how to boost sales, reduce costs, improve margins and enhance customer engagement.
RBTE IS YOUR EVENT! FREE conference programme featuring leading international retailers | Dedicated Payments Theatre Innovation Trail & Awards | Over 350 exhibitors Extensive Networking ALL UNDER ONE ROOF AND FREE TO ATTEND
“I was amazed to see the extent of the suppliers at RBTE and the offerings they have. It’s fantastic, actually.” Steve Johnson, Head of Central Operations, Carpetright
“RBTE as one of the biggest of its kind in Europe, offers a great opportunity to catch up on all the innovation that is constantly happening in the retail business. Great event.” Oliver Rist, Development Manager, Coop Estonia
8-9 May 2017 Olympia Grand, London
CO-LOCATED WITH
www.rbtexpo.com | +44 (0) 208 874 2728