creativeconsiderations...omni-channel omni-channel • customers experience a brand, not a channel...
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Creative ConsiderationsIn Omni-Channel Campaigns
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Agenda
• The Omni-Channel Landscape
• Media Channel Insights
• 2018 Mail Moment Research
• Creative Considerations in Omni-Channel Campaigns
Leading the “Customer Journey” is likeConducting an Orchestra
Give Customers What they want,When they want, Where they want
Omni-ChannelTranscendence
Omni-Channel
Omni-Channel
• Customers experience a brand, not a channel within the brand
• Retailers leverage their “single” view of the customer in coordinated and strategic ways
Multichannel
• Customer sees multiple touch points acting independently
• Retailer’s channel knowledge and operations exist in functional silos
Meeting Customers where they are
It’s not an Either/Or Conversation
The Challenge of Marketing Clutter
• 10,000+ – Average number of advertisement and brand exposures per day per person
• 21 – Consumers switch between screens up to 21 times an hour
• 8 – Average attention span is now just 8 seconds
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ama.org
Consumer Media Options
• Websites – 1 billion
• Apps – 1.6 million
• Commercial TV stations – 1,387
• Commercial radio stations – 11,395
• Magazine titles – 7K+
Mailbox – 1
Direct Mail + Digital = More ROI
More attention
39%
Combining direct mail with digital attracts 39% more attention than a single medium alone
More spending
25%
Customers spend 25% more when companies use a combination of digital and direct mail
Higher conversions
28%
Direct mail with digital ads yields 28% higher conversion rate
Source:CanadaPost.com Source:postalytics.com Source:Compu-mail.com
Response By Selected Media
5.1%
0.6% 0.6%0.2% 0.4%
2.9%
0.2%
Direct Mail Email Paid Search Online Display Social Media
House/Total Prospect
Source: 2017 DMA Response Rate Report
Customer Perceptions of Mail & Email
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62%
47% 52%39%
49%
8%
25%38% 35% 37%
30%
14%13% 15% 13%23% 21%
77%
Formal Important Believable Personalized Secure Quick
“Thinking about the mail & email you receive from companies, how would you describe the way they communicate with you?”
Mail Both Mail & Email Email
Source: Kantar TNS/MarketReach 2017
Sensitive or Confidential Information
25
Source: Kantar TNS/MarketReach 2017
Americans Value the “Mail Moment”
86% pick up mail at first opportunity
80% consumers consider time with mail well spent – up from
73% in 2017
Millennials are more likely to shop at stores or purchase items from companies that advertise in
the mail
Source: 2018 USPS Mail Moment Research
Americans Value the “Mail Moment”
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Source: USPS 2018 Mail Moment Study
2018 Mail Moment Research
Mail Sorting Location
Source: USPS 2018 Mail Moment Study
Direct Mail Marketing Formulas that Impact
the Mail Moment
First Impressions Occur in Two Parts
• First 3 seconds – piece is scanned for who it’s for, who it’s from and what it’s about
• In 8 seconds the recipient determines to stop or continue with engagement
• Visual engagement elements contribute to decision
• Headlines, bold text and call outs are initial attention grabbers
Clarity
will always trump Cleverness
Creative Considerations
What is the Offer?
Creative Considerations
Creative Considerations
Creative Considerations
Creative Considerations
Creative Considerations
Creative Considerations
Creative Considerations
Creative Considerations
What Draws People’s Attention?
Research by Dr. Siegfried Vögele
What Draws People’s Attention?
What Draws People’s Attention?
Font Contrast for Comprehension
Comprehension Good Fair Poor
Black on White 70% 19% 11%
White on Black 0% 12% 88%
White on Purple 2% 16% 82%
White on Blue 2% 16% 96%
Source: Colin Wheildon, “Type & Layout: Are You Communicating or Just Making Pretty Shapes?
93% of all participants found “ALL CAPS” hard to read
What Draws People’s Attention?
• Must consider action motion• Right page pulls 15-20% in mail
order tests. • Left pages do poorly if all text
without images.
People look at:1. The right page top first2. Then the left page middle section3. Then to the bottom right page
Find better image that clearly show two same sized panels
Directional Cues are Influential
• Images can guide user’s attention
• People are naturally drawn to faces and human features
• Users will almost always follow the direction the image is gazing
• Placing copy in line of sight of image is almost always seen
Source: Precision Dialogue“10 Key Findings in Eye Tracking Research” 2016
Image Gaze Impacts Attention
Source: Precision Dialogue“10 Key Findings in Eye Tracking Research” 2016
Information Below the Call to Action is Missed
• Newsletters and emails are typically read for under a minute
• In emails, users act when a compelling CTA is found.
• Content below the CTA is often missed.
• Users have tendency to discard a piece if a compelling reason isn’t seen before CTA
Numerals get more Attention than Words
• For numbers to be noticed, don’t spell them out
• Example – “2X” is seen more often than “double”
• Making numerals larger than body copy increases visibility and retention
Offer Multiple Response Methods
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QR Code
URL address to website along with phone number
Informed Delivery® gives Direct Maila Powerful One-Two Punch
Informed Delivery®
Direct Mail Digital CTA Omni-Channel
Customer Experience
Before and After
Before and After
Before and After
Before and After
Grand Control Hall of Fame
Target Marketing Magazine Grand Control Hall of Fame
Grand Control Hall of Fame
Target Marketing Magazine Grand Control Hall of Fame
