Direct Marketers Catalog, Mailer Groups Pledge to Work Together on Postal Issues
Joint Statement from the Direct Marketing Association (DMA) and the American Catalog Mailers Association
Boston, MA, March 11, 2010 — The Direct Marketing Association (DMA) and the American Catalog Mailers Association (ACMA) have come to an understanding of their common goals in protecting the catalog segment from legislative and regulatory threats. We pledge to work together on postal issues at the US Postal Service, Postal Regulatory Commission, and Congress, and in fighting Do-Not-Mail proposals at the state and local level.
Going forward, both groups will continue to represent our respective members’ best interests, which may differ at times. ACMA will continue its aggressive work in postal and other catalog-specific matters. DMA will continue its work on postal issues, as well as the many other issues that affect catalogs and the broader direct marketing community, including tax, privacy, and offers.
There is an enormous amount of work to do. It requires significantly increased participation from every company with an economic stake in cataloging. Both ACMA and DMA are under-resourced from the catalog community. Our ability to operate successfully requires the financial resources, executive time, and broad-based membership of catalog mailers and their suppliers.
ACMA and DMA would like to call on all companies that mail catalogs to join both organizations if you are not a member already; and to become active participants. We need a broad-based and unified effort to continue the endeavors both organizations have shaped. ACMA and DMA are excited about developing a productive and cooperative relationship and look forward to making a difference for catalogers on a long list of public policy issues.
Insurance companies maintain steady direct mail through end of 2009
Mintel Comperemedia hosts webinar on future of insurance marketing communication
Chicago (February 25, 2010)—Direct mail is still a formidable force in the insurance industry. Mintel Comperemedia, a service that provides direct marketing competitive intelligence, reports that insurance companies upheld direct mail volumes throughout 2009, despite budget cuts and the growing strength of social media.
Mintel Comperemedia saw modest changes in insurance direct mail during 2009: life insurance offers rose 9% from 2008, health insurance offers increased 4%, and property and casualty direct mail declined 5%. In contrast, credit card direct mail fell by approximately one-third.
Daniel Hayes, VP of insurance services at Mintel Comperemedia, comments:
“Insurance companies continue to rely on direct mail to communicate with clients and prospective clients. In the face of social media, direct mail is still one of the best ways to put an insurance offer in front of an unfamiliar client. It can even drive people towards a company’s social media website. Direct mail’s strength lies in its ability to present ample information and to cement a company’s brand message with other media forms.”
Join Mintel Comperemedia’s Daniel Hayes for a free webinar, “Insurance Communication: Moving Into Tomorrow”
On February 25 at 2:00pm CST, Mintel Comperemedia will host a webinar to examine the changing ways insurance companies communicate. Digging deep into direct marketing trends and consumer attitudes about insurance, Daniel Hayes will discuss the current state of insurance communication, as well as how insurers can tap into social media, technology and customer relationships to grow their businesses. Register here.
USPS, Modern Postcard To Help Businesses With Direct Mail Crash Course
CARLSBAD, CA — 02/22/10 — In today’s challenging economy, businesses are looking for an advantage to help them pull out of the recession and avoid losses, layoffs, or worse. Companies are focusing on a single task — increasing sales. To help businesses in Texas learn how to quickly implement powerhouse direct mail marketing campaigns proven to sell, Modern Postcard is providing an exclusive opportunity to learn the tools, tricks and techniques behind capturing better leads for new customers and driving increased revenues. The Direct Mail Crash Course, a national seminar series, will be presented for the first time in Texas in conjunction with the U.S. Postal Service (USPS) where attendees will receive new and proven strategies to increase business leads and revenues.
Direct mail is one of the most effective types of advertising a business can do today. According to the Mail Moment™ research gathered by the USPS, 98 percent of consumers bring in the mail the day it is delivered; and according to the Direct Marketing Association, direct marketing yields an average return on investment of over 1100 percent based on the lifetime value of a new customer. Attendees will learn how to make these numbers a reality in the own marketing.
With the new technologies available in direct marketing, today’s smart marketers are learning how to better integrate new media and social media marketing, including Facebook, Twitter and other social networks, with traditional mass media, print and direct mail campaigns to maximize the effectiveness of their advertising dollars. Lead generation and customer acquisition is one of the most coveted aspects of marketing, but it must be successfully targeted to the right customers. Direct marketing can bring a company excellent results — quality lead generation for increased sales and revenues.
These unique seminars will include a complete buffet breakfast and commence in Dallas with additional stops in Austin and Houston as follows:
– Dallas: Tuesday, March 2, 2010 at the Renaissance Dallas Hotel, 2222
Stemmons Freeway, Dallas, TX 75207, from 7:30 a.m. – 12:00 p.m.
– Austin: Wednesday, March 3, 2010 at the Courtyard Austin Downtown, 300
E. 4th Street, Austin, TX 78701, from 7:30 a.m. – 12:00 p.m.
– Houston: Thursday, March 4, 2010 at the Houston Marriott at the Texas
Medical Center, 6580 Fannin Street, Houston, TX 77030, from 7:30 a.m. -
12:00 p.m.
In three powerful sessions, this interactive learning opportunity will show attendees how to use direct mail to boost sales and start generating revenue immediately.
According to the U.S. Postal Service’s Household Diary study released in August 2009, advertising mail spending was at $59.7 billion in 2008, accounting for 22 percent of all advertising spending and ranked only below television.
Presenting will be a group of top direct mail experts with over 50 years of combined experience in the direct marketing industry. Keith Goodman is a 20-year direct marketing veteran who has helped companies such as IBM, Hughes and Amway increase their direct mail profitability and achieve greater return on investment for their marketing dollars. Dan Anglin, a list development expert, has 10 years of data experience and has worked with Fortune 500 firms such as Microsoft, AOL and Time Warner. Arnie Cohen has assisted businesses in effectively executing mailings for 23 years and will focus on improving mail delivery and reducing postage costs. Cohen is active in various industry groups and heavily involved with new US Postal Service technological advances.
“Many marketers don’t realize how critical data is to the success of their direct mail campaigns,” said Dan Anglin, a seminar co-presenter, “and there are so many new data products available on the market that it is hard to understand when to use the different solutions. We walk the attendees through everything they need to know to tackle even complex projects such as modeling their existing database to identify prospects that most resemble their best existing customers.”
In addition to a breadth of information, there will be a special presentation from the USPS that will also provide attendees with insight into what the postal service can do to help local businesses with their mailing and shipping needs.
“Typically a recession drives small businesses to evaluate, re-design and refine their product offerings and marketing processes as they focus on cash flow, costs, customer retention and survival,” said Keith Goodman, vice president of corporate solutions for Modern Postcard. “Our goal is to help business marketers learn how to be innovative, send the right message to the right person, and create new opportunities for increasing their revenues despite the economic climate.”
Attendees will learn insightful direct mail information about understanding list opportunities, improving mail delivery and reducing postage costs, including:
– Why you should use direct mail — the numbers, benefits and expectations
– How to design a business marketing plan that will turn expectations into revenues
– How to write compelling copy targeting recipients and maximizing responses
– Using offers and a call-to-action to increase conversion rates and return on investment
– Testing and tracking direct mail successes for increasingly effective campaigns
– Identifying the right prospects
– How to enrich your customer base for better results
– How analytics can help target prospects most likely to do business with you
– Choosing from more than 40,000 available lists to get the best response rate
– Maximizing on-time mail delivery through effective address hygiene
– Identifying the “money wasters” in your mailing lists
– Taking advantage of postage discounts for mailings
– Using drop shipping to enhance delivery and cut costs
– Tracking your mail through the mail stream with Intelligent Mail Bar
Code™
Direct marketing and direct mail services can be a very powerful and cost-effective sales tool when done properly, whether you are a small business, medium-sized company, or a large corporation. The Direct Mail Crash Course is a half-day seminar that costs $59 to attend. As a special incentive, all attendees will receive $250 in free printing for their first direct mail campaign, easily recouping the cost of the seminar. Registrations are limited and can be made at: www.modernpostcard.com/seminar or by telephone at 800.959.8365 ext. 2135.
About Modern Postcard
Located in Carlsbad, California, Modern Postcard is a full-service direct marketing provider high quality printing, direct mail, email deployment, as well as emerging direct marketing applications and Web-based solutions to efficiently manage and execute campaigns.
With more than 25 years of experience, Modern Postcard manages all operations in-house from its 75,000 square foot, state-of-the-art facility. The company provides additional services including creative services and design, variable data printing (VDP), pURL campaigns, digital imaging, and color editing, account management, mailing lists, and mailing services. Visit www.modernpostcard.com or call 800.959.8365 ext. 2500 for more information.
Future Locations:
San Jose, CA
March 23, 2010
Santa Clara Marriott
2700 Mission College Blvd
Santa Clara, CA 95054
March 24, 2010
San Francisco Marriott Marquis
55 Fourth St
San Francisco, CA 94103
March 25, 2010
Radisson Hotel
500 Leisure Ln
Sacramento, CA 95815
April 27-29 – Mid Atlantic – Philadelphia, Baltimore, Washington DC (Northern VA)
May 25-27 – Southeast – Atlanta, Nashville, New Orleans
June 22-24 – Midwest – Kansas City, St. Louis, Cleveland
August – Pacific Northwest
September – Midwest
October – Southwest
November – Southern California
Credit Card Direct Mail Back On The Rise
Card issuers increase direct marketing as economy levels out
(Chicago- January 28, 2010) It wasn’t just holiday cards and catalogs filling your mailbox last month. Mintel Comperemedia, a service that provides direct marketing competitive intelligence, reports that in Q4 2009?for the first time in three years?credit card direct mail volume increased from the previous quarter.
With a 47% increase in direct mail compared to Q3 2009, credit card issuers demonstrate increased confidence in the economy and willingness to extend more consumer credit. However, last year’s direct mail volume still pales in comparison with recent years. Mintel Comperemedia reports that the total number of credit card offers sent in 2009 falls 66% behind the number sent in 2008. Pre-recession (2004-2007), card mailings topped seven billion annually; last year, they didn’t even reach two billion.
‘Credit card direct mail volume leveled out mid-last year and finally, in the last quarter of 2009, we saw the long-awaited increase in card offers for consumers. More direct marketing is an excellent sign for the economy, because it shows issuers gaining confidence and taking a more positive outlook towards gaining new cardholders and reducing delinquencies,’ states Andrew Davidson, SVP of Mintel Comperemedia.
Next month is significant for credit card companies, as another wave of CARD Act regulations take hold on February 22. In anticipation of tighter restrictions on credit practices, many companies are trying to rebalance their portfolios. ‘In this post-recessionary environment, card issuers need to offset potential lost revenue from CARD Act regulations. We see more cards being promoted with annual fees and high purchase APRs,’ comments Andrew Davidson.
According to Mintel Comperemedia, more than a third of credit card offers sent in 2009 (36%) featured an annual fee, compared to just one in five (20%) in 2008. Purchase rates are also on the rise, despite the steadily low Prime rate. On variable rate card offers sent during Q4 2009, the mean go-to APR for purchases was 13.95%, an increase from the average of 11.80% observed during Q4 2008.
Many top credit card issuers increased direct mail volume during Q4 2009, but the biggest bumps compared to the same period of 2008 came from Chase (up 87%) and U.S. Bank (up 64%).
source: Source: Mintel Comperemedia
Direct Mail Campaign Helps Generate Donations For Haiti Earthquake Victims
In Haiti, efforts to feed and house earthquake victims are building strength daily, as public and private organizations coordinate the massive rescue effort.
One of the principle non-government organizations assisting in Haiti is Food for the Poor (FFTP), the largest international relief and development organization in the United States. FFTP feeds millions in 17 countries of the Caribbean and Latin America. Days after the earthquake, FFTP volunteers in Port-au-Prince were distributing boxes of Pop-Tarts and hot food to hungry and wounded victims in hospitals and throughout the devastated Haitian capital.
Meanwhile, back in the U.S., the Postal Service has been helping FFTP raise money to help fund the organization’s efforts in Haiti. The day after the earthquake, Mailing Solutions Specialist Charlene Miles met with the organization at its headquarters in Coconut Creek, FL, to propose launching a direct mail special appeal for earthquake victims. Expediency was a major concern, and FFTP wanted the appeal to reach their donors as soon as possible.
Miles suggested First-Class Mail would be the most effective product to use for the solicitation. Business Services Network Representative Juan Nadal assisted in speeding the approval of the final mailpiece and making sure USPS was prepared to accept 1 million pieces of First-Class Mail. Nadal also issued mail alerts to promote timely delivery nationwide.
FFTP expects the First-Class Mail solution will generate more than a 10 percent Business Reply Mail response rate.
source: USPS News
New Direct Mail to Web API Integrates Social Media Features
Dukky, a revolutionary direct response platform which launched earlier this year, combines traditional direct mail with new media technology. Based on a study conducted by the DMA, 42% of interested direct mail recipients prefer to respond to offers online. Shawn Burst, founder and direct mail pioneer, developed a suite of products to capitalize on this finding by providing a stimulating online user experience combining gift cards and coupons.
A psychologically validated phenomenon, “coupon stigma,” partially explains the generally low usage rates of less than 2% of the traditional direct mail coupon offers. A Journal of Consumer Research study demonstrated that coupon users are stigmatized by others as “cheap.” The study confirms longstanding common knowledge that coupons are, in many cases, not socially acceptable. The Dukky Platform sees higher-than-normal redemption rates because both its offline and online distribution methods avoid this “coupon stigma” by completely changing the frame of reference: both physical and online coupons are reinvented as personalized gift cards.
This innovative patented technology will now be offering a web-service API for direct mail companies and agencies to build scalable, reliable direct mail solutions on the proprietary framework which was built using Amazon’s Elastic Cloud, Content Distribution Network and Simple Storage Service (S3). The API is also integrated with a custom Interactive Voice Response (IVR) component which allows consumers to activate offers over the phone.
Some of the other API features include: personalized URLs, custom landing page development, social media integration with over 45 social networks including Twitter and Facebook, customer profiling, segmenting and automated responders, e-commerce and live analytics reporting.
“Fortune 500 retailers worldwide have shown much interest in our current platform and we feel the API web service is the next appropriate step in the growth of our company,” says Shawn Burst. Burst states that “you have to see it to believe it” and encourages companies to try out the live demo, which can be viewed at: http://www.dukky.com.
About Dukky, LLC
Dukky, a New Orleans-based company, was founded in May of 2008 by Shawn Burst in response to the low redemption, high per-unit cost and lack of tracking available through traditional direct marketing programs. Dukky is a patented innovative direct marketing channel that allows marketers to increase the efficacy of their direct mail programs by increasing the relevance to consumers.