- Letter from the President, Ron Royall
- Class Schedules
- Jaw Dropping Geo Framing
- The Internet of Things
- Unique Identifiers
- The Postal Regulatory Commission is Threatening Your Livelihood
- The Postal Regulatory Commission’s Next Steps
- Informed Delivery
- Super Charged Informed Delivery – Interactive Campaigns
- The Postal Reform Act of 2018
- The Run for Rama – MD Anderson’s Spring for Life 5K
SUPER CHARGED INFORMED DELIVERY
Informed Delivery allows users to see images of their mail in the form of an email. The USPS is hoping that marketers will Super Charge those images by bringing them to life through interactive Informed Delivery campaigns. Interactive campaigns allow you to create a custom image that can be linked to a URL within the recipients email.
Each unique set of customized supplemental content is associated with an individual mail campaign. Multiple campaigns can be conducted at one time for a single mailing. Each campaign is triggered by and mapped to a single Mailer ID (MID) that is used on the mail piece and can be customized to be active during a defined date range.
The USPS is very excited about this program and hope that marketers take advantage of this new digital channel that ties hardcopy mail to digital content. Because multiple people within a single household can sign up; you get an extra bang for your mail as additional digital impressions will be fed to the other household members when they open their email. So far, the USPS is experiencing high email open rates, up to 72% daily as of March.
Informed Delivery interactive campaigns provide additional benefits, allowing mailers to enhance the presentation of the scanned mail piece images that consumers are already receiving.
It gives the mail recipient or other household members the opportunity to take action immediately on the mail piece by clicking on a campaign image/website link –regardless of whether or not they retrieve mail from the physical mailbox.
You can coordinate multi-channel campaigns, and collect information on campaign reach and results (e.g., open rates, click-through rates) through data analytics too.
Virtually any mailer can conduct an Informed Delivery campaign if the following criteria are met:
- Mail pieces must be automation compatible
- Mail pieces must contain a valid IMb
- Mailer or MSP must be IMb certified
At this time, there are no fees associated with conducting an Informed Delivery campaign.
There are a couple of drawbacks to the program though. Not everybody is jumping on the bandwagon to opt-in yet. So far, 50,000 users in the Houston metropolitan area have signed up and 12 million have opted-in to the program nationwide.
Also, packages and flats are not available yet; but should be coming online very soon.
The USPS is leading a huge push to get people signed up and are courting marketers across the nation to experiment with this technology.
Ironically, after signing up some people have reported that they have stopped going to the mailbox every day. Instead they are using the email to determine the priority of the contents and visiting the mailbox less frequently.
A lot of people are really excited about this program and believe it will “deliver” the post office into a healthy state. At least it is good to see the USPS heading in the right direction to try and make mail and digital a powerful and sustaining combination.
The first quarter of 2018 has been a wild ride. The S&P 500 Index looks like a Swiss mountain range with dramatic ups and downs, and the US Postal Service is focused on some pretty exciting programs that could give a lift to direct mail marketing. However, at the same time, the USPS is also considering implementing a new rate increase structure that threatens the very livelihood of the industry. It is as nerve racking as a super fast roller coaster, and makes for exciting times. Especially because our client base is using direct mail more today than they did 5-years ago. We continue to see increases in print and mail, and our digital media clients have started to experiment with smaller, very targeted and personalized mailings and getting excellent returns.
A large portion of this issue of The Bureau is dedicated to bringing you up to speed with the latest happenings in Washington surrounding postal topics. We will define informed Delivery and introduce you to the interactive campaigns available. We will outline Geo Framing, a cutting edge technology that tracks latitude and longitude from electronic devices and we will highlight IOT, The Internet of Things.
We have included a schedule of our award winning Marketing for Local Business classes for the balance of 2018. We have several guest lecturers this year and our previous four series have sold out. We update content prior to each class to keep it fresh and relevant and as a result, I’ve noticed that several of our past graduates have attended classes on multiple occasions.
We are working on an educational series that is dedicated specifically to nonprofits; if you or your staff have an interest, please let us know as we can bring the seminar to you as well. Click here for more information.
We are joining MD Anderson’s Sprint for Life 5K on May 5, 2018 as we are walking to honor the memory of our beloved Rama Moore who fought and lost a valiant battle with ovarian cancer this past Christmas. We are trying to raise $1,500 and every dollar counts. If you would like to donate please go to runforrama.com. Employees and their families from every department within the company will be there. It will be a great time and is supporting an excellent cause.
We hope that you find the content of this newsletter informative and helpful, and if you have questions about anything contained within, please don’t hesitate to contact us.
Thank you for your business and partnership.
Ron Royall, President
KNOW WHO HAS VISITED YOUR COMPETITOR – JAW DROPPING GeoFraming
Whenever a digital ad is pushed to your phone or other mobile device, the advertiser uses a unique Advertising Device ID (Ad ID). It is the industry standard for all commercial assets airing in the US.
GeoFraming captures the Unique Ad ID of mobile devices present at a specific location using latitude and longitude data, then maps it to the home. Let that sink in for a minute.
Third party data providers are supplying anonymous unique AD ID data for devices that have been present in specified locations for marketing companies to target. Data is obtained in as little as 72-hours (soon to be within 24-hours) after a device was in the targeted location, such as a shopping mall on Black Friday or a car dealership. This allows for timely data without personal security or privacy hurdles associated with real-time location data.
Data derived from GeoFraming will not include names, email addresses, or report the specific matching of devices to the household. It will provide you with a list of addresses from the devices present at your GeoFramed Event or locations. From there you can overlay information from a consumer database by matching the address to create a profile of the audience.
Not only are advertisers are using the cutting edge technology to help define their audience; they are also using it to see who is shopping at their competitors location. Imagine the jeweler who can identify the couple that visited their engagement ring sale from the week before, and be able to determine that the same couple visited other jewelers as well. This would signify a couple that is intending to buy and very soon. That is a hot lead.
Collection of Ad IDs and location data is, of course, limited based on users that have opted-in or have the appropriate settings running on their apps.
Don’t confuse GeoFraming with other GEOMining; check out these other jaw-dropping products used today:
Geo-Fencing-Drawing a virtual fence around an area or location and showing your ad, to people inside that “fence.”
Geo-Retargeting-Following people AFTER they leave the geo-fenced location and continuing to show them your ads.
Geo-Retargeting Lookalike-Following people AFTER they leave the geo-fenced location and continuing to show them your ads as well as showing their neighbors your ads.
Geo-Framing-To go back in time to previous events where we have captured people’s mobile Unique Device ID’s, map those Unique Device ID’s to their homes, and show those people ads now through the Household IP technology on all devices.
For over 10-years, the USPS Mail Evaluation Readability Lookup INstrument, also known as MERLIN, has been used by acceptance clerks to test and verify mailings. When first rolled out, it created quite a stir within industry surrounding measuring mail quality at the point of mail acceptance.
Full-Service mailers have moved to Seamless Acceptance and enjoy the benefit of standardized acceptance and verification processes thereby eliminating the need to have mailings tested on MERLIN.
MERLIN is also used to ensure that addresses were updated within 95-days of the mailing date with customer filed COA (Change of Address) orders. The USPS announced that on January 21, 2018, the method for ensuring compliance with Move Update requirements will change from the MERLIN Method to a new Census Method. The new method checks compliance on all mail pieces (unlike MERLIN that verified samplings), and reduces the current 30% threshold to .5%.
This marks the end of the MERLIN era, and the start of greater efficiency in measuring postal compliant mail.
2015 was a year of tremendous change at BEB. As many of you already know, my father and former President Emeritus Robert “Bob” Royall passed away in November. We are a family owned business. My brother Ro (Executive Vice President) and I had the pleasure of running the operation alongside my father for over 20 years. His passing has had a profound and lasting impact on all of us, and his legacy remains strong. Thank you to everyone that reached out to us regarding our loss. We are deeply moved by the outpouring of condolences, and appreciated hearing so many stories about how my father touched so many lives. As we sustain the solid foundation of the company he cultivated, we face the coming year with confidence and clear direction. He is deeply missed.
Our business continued to transform during 2015. Existing clients required a deeper, more comprehensive relationship and demanded broader service offerings to meet their needs. Data acquisition and mining increased over the past year, as did our digital fronts including, website design, email marketing and social media services. We saw a steady growth in printing (digital, offset and large format), and direct mail climbed doubled digits as our clients continue to see the value of direct mail marketing.
Based on the current political and economic climate, we anticipate the coming year to be a challenge on many levels. We believe that marketing dollars will be scrutinized, campaigns will be more closely monitored, and higher returns expected. As a result, our goal for 2016 is to continue expansion of our service offerings while strengthening our core competency as a marketing production company. Because we believe that companies will expect more from fewer people, the need for a partnership with our clientele is more valuable than ever. We will continue to be extremely agile and promise to develop stronger connections with you, our valued clients and partners.
This marks our 4th year of the annual “Year in Review” edition of The Bureau. In this issue, we’ll introduce you to our newest Business Development Manager, Kathy N. Hall, formerly with the United Postal Service, we’ll reveal some new service offerings and review highlights from the past year. We included updates on postal rate increases, and changing marketing patterns within the social media world as well as information on our upcoming Marketing for Small Business Seminar Series- The Basics (blogging, social media, email marketing and SEO) that started in February. In April we offer three new intermediate classes that focus on social media for business on Twitter, LinkedIn and Facebook.
We hope your 2016 is a great year, and thank you for your business and partnership.
Ron Royall – CEO
Houston, TX- We are already over half-way through the first quarter of 2015 and the year seems to be moving at lightning speed.
As our executive team planned for the coming year, we determined that our business must become even more nimble and adapt to the changing economic climate, quickly. In fact, I believe that the only consistency in our economy today, is change.
Texas has a new governor for the first time in 14 years, and the price of oil is dropping at accelerated rates. Houston led the country with 125,300 new jobs created in December, while the Federal Reserve announced in January that the state will lose approximately 125,000 jobs due to lower oil prices by mid-2015.
As the economy is ever changing, we see that our client’s needs are consistently changing too. As a result, our service offerings and skill sets are evolving to ensure we continue to serve our customers well.
Last year we expanded deeper into social media marketing, websites, wide format printing, and created several marketing strategies for a wide variety of companies.
Our primary focus for this year is to continue to develop new ways to help our clients market smarter. We’ll execute with greater agility and speed, and keep you informed of the latest industry happenings.
And so, in this edition of The Bureau, we review details of the recent USPS postal increase request, offer information on upcoming Marketing for Small Business classes, and share results of some of our marketing campaigns from 2014.
As always, we sincerely thank you for your business and partnership and look forward to serving your needs in the coming year.
Platinum is the highest honor received within the AVA Digital Award annual competition. It recognizes outstanding achievement by creative professionals involved in the concept, direction, design and production of media that is part of the evolution of digital communication. Our winning entry was for the use of QR Codes in our annual company interactive calendars.
The competition this year received over 2,500 entries from across the globe. The AVA Digital Awards is sponsored and judged by the Association of Marketing and Communication Professionals (AMCP). This international organization consists of several thousand production, marketing, advertising and free-lance professionals. We thank all of our valued clients and partners for continued opportunities to serve them!
You can see our winning entry by clicking here.