ISSUE 24
r o f s 6 tip e
g a t s o p t c e f r e p e c n a perform
INSIDE THIS ISSUE PAGE 03
PAGE 06
New research from Royal Mail MarketReach
Arrange your free data audit
In this issue 03 Life Stages of Mail Research Discover how people of different ages interact with mail.
04/05 6 tips for perfect postage performance See if you are making the most of your postage budget with our 6 tips.
06/07 News Includes updates from leading postage providers, details of a free data audit and dates for our seminars.
Welcome to Engage, the GI Solutions magazine that provides you with industry news and ideas for your company. Are you making the most of your postage budget? There are numerous ways you can make your postage work harder and smarter. See pages 4 and 5 for 6 ways you can perfect your postage performance. On page 3 you’ll find details of the latest research released by Royal Mail MarketReach, the ‘Life Stages of Mail’ report. In keeping with our theme of postage, we bring you updates from Downstream Access providers Whistl, UK Mail and Secured Mail on pages 6 and 7. You’ll also find details of our upcoming seminars and how to book your place.. 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 GI Red Heat Mapping Offer
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 24
Tara Pickles
tara.pickles@gi–solutionsgroup.com
07970 263 943
Life Stages of Mail Research Understanding how people of different ages interact with mail The Challenge
The Solution
Following on from “The Private Life of Mail” and “This Time It’s Personal”, in their latest piece of research, Royal Mail MarketReach set out to understand how people of different ages consumed, interacted with, and felt about mail.
This path led MarketReach to analyse consumers by life stage - a framing device that incorporates age - but allows for sensitivity to other variables that are significant to advertisers.
They took this route because they had seen subtle differences in the way different age groups related to mail. These differences were linked to age, but not directly correlated. The end goal was to deliver insights that would help you, as advertisers get the best from your mail, and help answer questions like:
See below for an example of the detailed profiles this approach can deliver - read the full report to see the profiles for all life stages.
FLEDGLINGS
c. 3 million in GB
ABOUT ME
• W ould digital natives respond differently from older groups?
52% 17% AGE 18-24
MAIL AND ME
• W hich groups are most likely to respond by phone? And which type of phone – smartphone or landline?
23%
OF PLAN TO MOVE OUT HOME IN THEIR PARENTS HS THE NEXT 12 MONT
ED BOUGHT OR ORDER RESULT OF SOMETHING AS A ESSED DIRECT RECEIVING ADDR 12 MONTHS MAIL IN THE LAST
• H ow does a consumer’s experience of mail affect the way they respond?
38%
MORE AGREE THEY ARE AT MAIL LIKELY TO LOOK QUALITY PRINTED ON HIGH MATERIALS
• H ow is mail shared and discussed in different types of households?
ATTITUDES
+ 56%
*
+32%
*
TRUST MORE LIKELY TO PRINT INFORMATION IN MATION MORE THAN INFOR ON THE INTERNET
AGREE MORE LIKELY TO MONEY IS THE BEST SS MEASURE OF SUCCE
2×
*
LIKE MORE LIKELY TO Y PLACES GOING TO TREND TO EAT AND DRINK
• W ho takes responsibility for dealing with mail? • H ow do young parents, perhaps at the most momentous change point in their lives, interact with mail? * = index percentage oints 2015 Source : TGI, TouchP
25
THE LIFE STAGES OF MAIL
Get the full report To get a full copy of the research, or for advice on how you can target customers by life stage more effectively using mail, contact: www.mailmen.co.uk
JUNE 2016
emma.v.fletcher@royalmail.com
www.gi-solutionsgroup.com
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03
6 tips for perfect po
Our customers often ask us how they can make their postage of your Postage budget, we bring you these 6 top tips. Em
1
Maintain good data hygiene
Good data management is at the heart of effective direct marketing, preventing decay and ensuring the integrity of your data.
Good data prevents: • Wasted budget on print and postage • Additional costs due to postal returns • Harm your customer relationships • Bad publicity To take advantage of our free data audit offer email marketing@gi-solutionsgroup.com
2
FREE Data Audit Why not take advantage of a free data audit, and find out how healthy your data is?
Use GI Hybrid Mail
GI Hybrid Mail provides the flexibility to send lower volumes of mail (from as little as one copy), at an economical cost. Letters are digitally printed, folded, inserted into envelopes and then sorted, before being mailed. GI Hybrid Mail improves cost efficiencies for postage by consolidating all the mailings from lots of companies into one mail-stream. Save money and improve control over your communications by taking advantage of GI Hybrid Mail. Email marketing@gi-solutionsgroup.com for details.
The GI Hybrid Mail Process
4
Consider New F
If your current mailings utilise a conventional format, or you’ve used the same format for a long time, testing a more innovative format could increase your response rates and create greater standout on the doormat. With your next mailing, consider:
Pack size P
Although adopting a larger pack size will incur increased postage costs, it can provide standout and improve response. Choosing a format such as our long piece mailer could generate £150,000 incremental revenue, against a postage increase of just £0.10p per pack* * Based on a minimum mailing volume of 25k.
Pack type P
One piece mailers provide you with space to communicate your message on a format that provides maximum cost efficiency. These formats can be sealed on all edges to qualify for CBC postage discount.
Take advantage of Royal Mail Incentives
3
Scheme for Growth: Royal Mail has introduced a new scheme which offer credits to advertisers of between 2.5p-10.5p per item, on all incremental advertising mail posted during a 12 month period. The incremental volume posted must be in addition to the volume posted during the previous 12 months, and the minimum volume for the incremental is 250,000. First time user scheme: Haven’t used direct mail to advertise for two years or more? Then it’s time to see what direct mail can do for your next campaign. Royal Mail’s First Time User Scheme gives you access to all their products and services plus 20% postage credit on up to three mailings*.
For more innovative mail formats & ideas: creativeformats.com 0116 232 1711
For more details on either scheme please email emma.v.fletcher@royalmail.com *For full terms and conditions visit: www.royalmail.com/first-time-user-scheme
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ENGAGE 24
marketing@gi-solutionsgroup.com
ostage performance
budget go further. To help you see if you’re making the most mail marketing@gi-solutionsgroup for more information.
Format Ideas Potential to generate £150,000 incremental revenue
5
Incorporate Mailmark®
Did you know?
From Tuesday 1st November 2016 Mailmark® will be Royal Mail’s cheapest mailing option. Mailmark® is barcode technology for organisations sending millions of letters each year. It includes the following benefits at no extra cost to you:
GI Solutions were an early adopter and tester of Mailmark® and has mailed over 245m pieces using the technology since January 2015.
• Ultimate control of your mail • Precision timing • Powerful reporting For details of how you can use Mailmark® email marketing@gi-solutionsgroup.com
6
Qualify for Sustainable Mail™
One of the best ways to achieve postage savings is to meet Royal Mail criteria for Sustainable Mail™. This shows that the impact on the environment has been considered when designing and producing the piece. There are two levels - Entry and Intermediate
Entry level
Entry level Sustainable Mail™ tariffs are achieved when:
Receives a price discount of 1.7% per item on a letter format
✔ Mail items are made from responsibly sourced materials ✔ All paper elements of the pack are recyclable ✔ Recycling messages have been used ✔ Data should be suppressed against the Mail Preference Service (MPS) ✔ 90% data must meet Royal Mail’s Postcode Address File (PAF®) ✔ Envelope windows must be recyclable For more details of Intermediate Level savings email marketing@gi-solutionsgroup.com
Intermediate This criteria receives 3.9% discount on a letter format
Get in touch for more information marketing@gi-solutionsgroup.com 0116 232 1711 www.gi-solutionsgroup.com
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News
PROMOTIONS, NEWS, IDEAS & UPDATES
Want to combine mail & doordrop? Just whistl! Everyone wants to generate leads and everyone wants to acquire new customers, but what combination of media can do this the most effectively? Doordrop is a proven lead generation medium. So is direct mail. Put them together in an integrated campaign and it’s 2 + 2 = 5! Lead with doordrop to build brand awareness and follow up with direct mail to continue the brand journey, leading to higher acquisition rates. Who offers 360 degree service across these two closely – related channels? Who can add value and ensure it’s a win-win for customers? That would be Whistl.
For more information contact Mike Gratton at Whistl: 07432 736 357 mike.gratton@whistl.co.uk www.whistl.co.uk
PATH TO PURCHASE Awareness
Engagement
Acquistion
•6 9% of UK adults recall receiving a doordrop media item more than once a week*
• 23% of direct mail and doordrop is shared within households†
• 89% of people go online as a result of doordrop media**
• Direct Mail is retained for an average of 17 days†
• Campaigns with Direct Mail can drive market share with 3 times the efficiency of campaigns without†
•8 0% of UK adults remember direct mail sent to them in the last month
• Doordrop Media is retained for an average of 38 days†
Source: *TGI: All adults, †MarketReach, **ELMA
Could poor data quality be eating away at your ROI? Marketers using direct mail to communicate with their customers have a huge opportunity to improve cost efficiencies and campaign return on investment, with little additional effort required. This opportunity comes in the form of improving data quality by using cleansing and enhancement. Key actions, which should be performed on any data intended to be used in the communications process, include removing goneaways and the records of deceased customers, and enhancing incomplete addresses to ensure maximum deliverability. All are imperative to maximising response rates and return on investment. To see just how healthy your data is, get in touch with us on: marketing@gi-solutionsgroup.com 0116 232 1711 Watch our Data Hygiene Vlog at: www.gi-solutionsgroup.com/data-hygiene-vlog 06
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ENGAGE 24
For example: With 600,0001 people dying each year, a mailing file of 1,000,000 records could expect to have 12,5002 deceased contacts, and if not removed this could unnecessarily add a cost of around £3,500 to the mailing, based on a single item cost of £0.28p. 2
1 DMA, 2016 Experian, 2016
Seminar Dates Take advantage of UK Mail’s flexibility and expertise UK Mail is one of the UK’s leading integrated postal operators, helping thousands of customers save on their mail every day. With over 50 depots and 7 mail sortation centres nationwide, we offer market leading pre-sorted and unsorted mail services. If you need your mail to be unsorted, then take advantage of the largest nationally integrated sortation network in the UK. Your mailings will be processed using state of the art technology, with benefits such as: • • • • • • •
Average savings of 24% when compared to Royal Mail 2 or 3 day delivery service Processing for Letters, Large Letters & Packets Application of indicia and/or return address free of charge Traceability from collection to Royal Mail handover Comprehensive online reporting free of charge Unique reference IDs for individual campaign reconciliation
For more details on how you can benefit from UK Mail’s flexibility and expertise get in touch with Kath Thomason, UK Mail Client Director using the details below.
Sign up to one of our highly successful seminars.
Multichannel
Communications Seminar Thursday 24th November GI Solutions, Leicester
Smarter Trigger Marketing Seminar Friday 18th November See website for venue
0787 015 0572 kaththomason@ukmail.com
Direct Mail Seminar
www.ukmail.com/mail-services
Celebrating 10 years in the mailing! Secured Mail delivers over 500 million items every year for businesses, retailers and organisations of all shapes and sizes and is one of the fastest growing carriers in the marketplace. Renowned in the postal industry for their high customer retention rates, Secured Mail are one of the largest eCommerce, postal and retail logistics businesses in the UK with a distinctly tailored approach to the services they offer. Using high speed automation, cloud technology, bespoke MI information and transparent tracking data, Secured Mail save your business money and time as they collect, sort and deliver on your behalf. With flexibility, expert service and longstanding partnerships with their customers, Secured Mail’s tailored approach ensures customers receive the data that matters to their business, giving them the advantage. Secured Mail are proud to be celebrating 10 years in the mailing!
Thursday 26th January 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
0870 41 41 600 www.securedmail.co.uk www.gi-solutionsgroup.com
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Sign up for your FREE Heat Mapping Test. Claim yours today!*
www.gi-red.com
Visual Analytics and Heat Map Testing Improve your conversion rates by discovering how your customers interact with your communications. Heat mapping uses a predictive algorithm, based on actual eye-tracking studies, to test for pre-attentive vision. This is the first 3-5 seconds of viewing – before we're aware of what we're looking at – and not affected by gender, age or culture. Post-attentive vision happens next, when your brain interprets what it's seeing. Heatmap helps ensure that your design is noticed in post-attentive vision as well. If it isn't noticed in the first place, how can it be processed? * We are now offering 1 FREE heat map test per customer. You will be charged £250 which will be reimbursed on placement of next order. Claim yours today by emailing info@gi-red.com or call us on 0116 232 1711.