Mail Marketing Update

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Mail Marketing Update

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Channel preference for Marketing & Promotional Communication. Mail Marketing ... Innovation: Products & Services. On-line Address Mapping. Centre for Small ... – PowerPoint PPT presentation

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Title: Mail Marketing Update

1
Mail MarketingUpdate

MMUA Presentation
March 2004

2
Agenda

Mail volumes
Mail positioning
Mail marketing strategy
Progress to date
Future Plans

3
Mail Volumes Historical
Volumes still under pressure
4
Mail Volumes Future Targets
5
Mail Positioning Challenge

Change the public and media perception of direct
mail as junk mail

Make direct mail a respectable media

6
Mail Marketing Strategy

Promote and support mail as a legitimate
marketing communications medium
Show business how paper based mail can grow their
business and profits
Four key areas underpin the strategy
Evidence Research information
Skills Education training
Innovation New products services
Support Promotion

7
Progress to Date
Evidence Skills Innovation Support
8
Evidence Research Information
9
Evidence Research Information
10
Consumer Research Findings

Channel preference for Marketing Promotional
Communication

11
Consumer Research Findings

Channel preference for essential Communication

12
Letterbox Diary Findings
What consumers do with the personally addressed
mail they receive
Throw away
4
17
Glance at it
8
18
45
Read it
13
49
File/keep
2
4
Give to someone
1
4
Respond
0
Throw away after reading
14
39
4
Not stated
23
13
Skills Education Training
14
Skills Education Training