Key Notes Volume 03 Number 07

Public Sees Direct Mail in Fonder Light, Survey Finds – Public perception of direct mail is improving, with almost half of consumers seeing it as good business communication, according to a recent survey.  Data specialist Wilmington Millennium questioned 2,000 consumers in December and found 48% thought it is a good way for businesses to connect with them, a rise of 7% since a similar survey in 2014.  The research also found 44% of consumer’s ranked direct mail (DM) and door drops as their favorite form of direct marketing, against 42% who preferred email. Website pop-up advertisements received the lowest seal of approval, with only 2.7% of those surveyed preferring them.  Karen Pritchard, product director of Wilmington Millennium company Mortascreen, which provides deceased data files used for DM suppression, said the increase in positive vibes for DM was not a surprise.  Source:  Print Week

Delivery Options Key to Attracting ‘Millennial’ Consumers – New research from MetaPack has indicated that 78% of European Millennial consumers have bought goods from one retailer over another because they provided more delivery options.  The MetaPack study –  Delivering Consumer Choice: 2015 State of eCommerce Delivery– also found that 69% would be happy to pay more for a better or more convenient delivery option.  “When it comes to what delivery options they frequently use,” said Metapack, “85% of Millennials said they chose delivery to their door, 33% opted to collect purchases in store and 29% from a local shop or pick up point. What they don’t want is to be kept waiting – 44% of this age group said that they’d failed to complete an online order because delivery would take too long.”  Source:  Post and Parcel

Brain Science Deems Print a Brainy Choice for Marketers – Print works better than digital: it’s something believers in print know in their bones. The U.S. Postal Service agrees but says it isn’t about bones: it’s about brains.  That’s a non-technical recap of what the USPS and academic researchers learned when they used neuro marketing methods to study the effects of print and digital media in the buying process. The study, published last year, found that although each medium has strengths, physical ads outdo digital ones in terms of time spent, emotional response, ease of recall, and purchasing motivation.  Three kinds of scientific testing showed that no matter what people might say in surveys, deep-brain activity and other physiological reactions tell the truth about how they actually respond to advertising impressions.  The study reported that although participants processed digital ad content more quickly, they spent more time with physical ads. They also responded more emotionally to physical ads and remembered them better than digital ads.  Source:  What They Think

Direct Mail: Is It Old Fashioned If It Still Works? – Two percent of recipients read of scan direct mail pieces:  That means that nearly HALF of your target audience is actually stopping, for a few seconds, to read your message.  If you’ve designed it properly with a strong and relevant offer/call-to-action, you might achieve a 1 percent, 2 percent or even 14 percent response rate.  Digital ads, in comparison, are lucky if they get a 0.14 percent ad clickthrough rate — and then, once they get to the landing page, you’ll be lucky if you convert 2.35 percent.  Source:  Target Marketing

Members Approve Merger of their Associations – The members of IDEAlliance and Epicomm have voted overwhelmingly to approve the joining of their two industry associations, setting the stage for completion of the merger by July 1.  Members who took part in separate virtual meetings this week offered their unequivocal support of the merger, some two weeks after the IDEAlliance Board of Directors and Epicomm Board of Trustees announced their approval of the plan.  “We are very gratified that our respective memberships agree wholeheartedly with our Boards and numerous industry observers that this merger will be highly beneficial to both associations’ members and to the industry at large,” says David J. Steinhardt, IDEAlliance President and Chief Executive Officer, who will serve in the same capacity in the new organization.  Source:  EPICOMM

National Postal Forum Program Highlights – Innovations in the mail, changing customer expectations, and how the Postal Service is empowering the industry in the marketplace are some of the key topics that will be discussed at the National Postal Forum, Nashville, TN, March 20 – March 23, 2016.  Postmaster General and Chief Executive Officer Megan J. Brennan will outline the impact of technology on the mail and the USPS response during her keynote address Monday, March 21, while Chief Marketing and Sales Officer Jim Cochrane will discuss marketing issues with Mark White, Chief Technology Officer with Deloitte Global Consulting Technology and Harris Diamond, Chairman and CEO of McCann Worldgroup during Tuesday’s, March 22, general session.   Sources:  USPS Industry Outreach & NPF