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Canada Post Direct Marketing Business Presentation to NAMMU August 25, 2010. CONFIDENTIAL. For this session …. Highlight what we are doing to help drive growth of the mail stream. Discuss why Data Hygiene is an important issue impacting all of us Review modifications to our approach.
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Canada Post Direct Marketing BusinessPresentation to NAMMUAugust 25, 2010
My Goal :
“GROW THE MAIL STREAM”
Educate Enable Improve
Educating the marketplace;
Shift from mass to DM;
Promote best practices
DM Advisor Tool Online
Rich Library of Case Studies
Webcasts – Currently Available
Extensive White Paper / Research Library Now Available to Marketers
Providing “basics” for DIY and New Users
Case Studies/Success Stories
Market Research Studies
Campaign Management tools
Other articles and tutorials
SUITE OF NEW PRODUCTS
Products recently launched to help improve the
effectiveness of mail and grow mail volumes
WASTE IS AN ISSUE
BATTLE WILL BE WON ON EFFECTIVENESS
LACK OF TESTING PRACTICES
POOR QUALITY MAILING LISTS/DATA
GROWING UNDELIVERABLES = DECLINING RESPONSE RATES
Data hygiene is a growing problem in Canada
More importantly (and much more costly to all of us) …
Mailers are ‘TURNING OFF THE MAIL’
because it is not working
Poor data quality has become
The SILENT KILLER OF MAIL
The real challenge:
MAILERS DON’T KNOW WHAT THEY CAN’T SEE
In 2008, CPC implemented research study
What they said (at first) …
Based on 601 CPC Addressed Admail Customer interviews July 21st to August 1st, 2008.
Annually, Canada Post estimates that more than140 million pieces of mail are incorrectly addressed
3 Elements to our Strategy :
We all have a responsibility to
VAM Reset Strategy
Direct selling of CPC data cleansing services to mailers will level an unacceptable negative impact on NAMMU members
The diagnostic service provided by CPC is useful and important but commercial cleansing of records should be the responsibility of VAMs
The educational offerings from CPC on data hygiene are important and continuing these efforts is desirable
CPC pricing may have a negative impact on VAMs
A closer relationship between CPC tools and exclusive access within the Partner Program is desired
There continues to be a lack of adoption of data hygiene in the industry and education and tools are required to reduce undeliverable mail
For CPC to continue to invest in driving adoption of data hygiene, a sustainable solution is required
Not all VAMs have access to tools to support mailers and not all mailers use VAMs
CPC pricing was based on accessible published rates; with no clear benchmark, CPC took a competitive position to not degrade the value of cleansing
The CPC partner program is designed to enable companies with solutions to drive mail; conflict will arise when there are competing offerings available for any type of serviceSummary of the Issues
The diagnostic tool and education offerings are essential to bringing awareness of undeliverable mail to mailers and to drive data hygiene tool adoption – this will continue as planned.
For maximum impact to the mail stream CPC must deliver solutions that are widely accessible to all enablers in the mail process, so providing all Partner Program VAM’s with the option of accessing Smart Data Cleaner will continue
Replacing the turn-key VAM experience is not the intent of Smart Data Cleaner, and thus direct to mailer offerings will be limited with LCP only available for the VAM offer.
CPC pricing was based on available rates. NAMMU was asked to demonstrate industry benchmarks on parity products so a formal review of SDC pricing could be undertaken. NAMMU declined.
Market messaging of SDC will be revised to reinforce the VAM role ( see following page) and limit mailer direct access to SDC
CPC will monitor the market awareness and adoption rates and revisit the market strategy in 2011 if necessary.
CPC recognizes that mailers have choices and respects the relationships that exist with the VAM community
To ensure that SDC reinforces current relationships, all mass and direct marketing of the service will focus on the diagnostic tool first and foremost with a drive to the CPC website for more information or to the mailer’s VAM partner
The Customer Selection presented on the CPC website will include the following:
Web site updated to give more exposure to VAM’s/ MSP's
Diagnostic and Cleansing reports modified to highlight Partner valueSmart Data Cleaner – VAM Reset Strategy Overview
Data and Targeting Solutions home page
Smart Data Cleaner home page
Diagnostic and Cleansing page
New Partner specific sales collateral being developedSmart Data Cleaner – VAM Reset Strategy Web Changes
VAMSmart Data Cleaner Diagnostic Report – Changes to Page 1
Non-VAMSmart Data Cleaner Diagnostic Report – Changes to Page 4
THE HEALTH OF THE MAIL
CHANNEL IS AT STAKE
It is up to all of us to help our customers make their mailings more effective and efficient, thus ensuring our well being of the mail stream and the future of the mailing industry.