A Guide To How Top Financial Institutions Use Direct Mail

A Guide To How Top FinancialInstitutions Use Direct MailPushing the Boundaries of Direct Mail to Build a Great Customer Experience

U.S. Millennials’ and Boomers’Preferred Ways to Receive RegularUpdates and PromotionsIntroductionIn the past direct mail lived in a vacuum. It couldn’tprovide feedback very well at all, certainly not as60%quickly as digital channels. It couldn’t be easily58%Receive in the mail49%personalized and building a bridge to the digital world42%was difficult. Yet, it remains a strategic channel for53%leading financial institutions. Why? Thanks in part to48%Subscribe to receive emails at afrequency I chooseits innate ability to boost brand recall and deliver a51%37%3.7% 1 average response rate as a standalone channel23%(doubling when combined with digital marketingSubscribe to receive emails at a predeterminedfrequency (chosen by the brand)efforts). In fact, direct mail remains the preferred27%19%29%channel for receiving brand promotions and updatesby Baby Boomers and Millennials alike.28%28%Receive via text messages8%26%4%Follow on social media41%3%31%3%Download a mobile app29%7%23%3%Attend local events15%2%19%Female 65 Female 18-34Male 65 Male 18-341 Direct Marketing Association, April 20152 MarketingSherpa Consumer Purchase Preference SurveySource: MarketingSherpa Consumer Purchase Preference Survey—2—

Understanding that direct mail is a powerful way toconnect with its audiences, top financial institutionsare now leveraging advances in technology toovercome workflow inefficiencies inherent to “oldschool” operations and deliver a more consistent andmeaningful customer experience on and offline.Imagine.being able to synchronize your direct mail programwith email, social and web.keeping your message on brand on and offline.your advisors being able to get instant access tocustomizable, brand-compliant collateral.the time they’d save in the field.if the story customers hold in their hands was onlylimited by your imagination.Want to learn more and get inspired? Read on!

Direct Mail Empoweredby Digital TechnologiesRemarkable Customer ExperienceTriggered direct mail sends effectivetangible marketing with digitaltechnologies to build a top-in-classcustomer e ContactAdvisors follow up at the right time.Just-In-TimeContactTrack Direct Mail DigitallyFulfillment data integrateswith Salesforce.Direct mail is no longer sent in a void.Track it digitally and have fulfillment datasent back to advisors as Salesforce tasks.Advisors can follow up with a phonecall, social outreach, or email when theyknow the direct mail has been delivered.Track DirectMail DigitallyPrinted & FulfilledDirect mail send is personalizedand sent to prospect.Printed &FulfilledTriggerCustomer behaviors triggerthe send of direct mail.Triggers can be any trackable behavioror recorded metric. Response time andlead scores are common triggers.Large batches of direct mail aren’trequired—personalized, single piecesof collateral can be printed on demand.BehaviorTriggers theSend—4—

The Definition of What You Can Sendin the Mail is Only Limited byyour ImaginationCompanies like Liberty Mutual, ING Direct, andAmerican Express are pushing the boundariesof direct mail to stand out and get noticed withinnovative campaigns.Let’s dig deeper into some of the best direct mailcampaigns from leading financial institutions andsee how offline and online marketing is merginginto a meaningful customer experience.—5—

Liberty MutualAUTO INSURANCEPurposeLiberty Mutual needed an affordable way to letcustomers know their auto insurance offered quickbody-work, repair services, personalized customercare and exclusive solutions. And they needed to sayit all at once.What WorksLiberty Mutual kept their outreach affordable byadding the unique scratch-off feature to a standardpostcard. With this interactive self-mailer, they wereable to put the problem, as well as solution, in theirprospect’s hands.Pro TipWe’d suggest filling in the area under the scratch-offwith a response option. Give customers a PURL, or,if the audience is particularly tech-savvy, a QR codeto scan with their mobile. Have it take them to alanding page where they can request a quote or talkto a representative.Product: Liberty Auto Xpress InsuranceCredit: Rai Sao PauloSource: adsoftheworld.com—6—

ING DIRECTRETAIL BANKINGPurposeThis campaign targeted one of ING’s toughestmarkets—spend-happy males in their late twenties/early thirties who view savings as a change oflifestyle. ING sent a doll with personality descriptionsthat the audience would relate to, only with oneaddition: an ING Direct account.What WorksThis is a great use of data when it comes to targeting.Using physical pieces like this doll adds a touch ofhumor that makes the brand relatable, while thecontent drives the message home to deliver results.Pro TipWe’d suggest pairing it with a digital campaign thatkicks off with an email inquiring if they received theperfect son-in-law. Now that’s a subject line thatwould gain some attention.Product: Direct Savings AccountCredit: Rapp Collins DDB FranceSource: www.coloribus.com—7—

AmericanExpressDie Cut Coffee CupCREDIT BANKINGPurposeAmerican Express wanted to drive card membersto a price-drop travel site where destinations werebeing auctioned each day.What WorksThe fun piece creates a sense of urgency with the“Get the best of Hong Kong before someone elsedoes,” message and the already “eaten” fortunecookie.Pro TipCreate a multi-channel campaign by encouragingthem to tweet an image of their Fortune Cookie fora chance to win free airfare.Product: Rewards Credit CardCredit: Ogilvy and Mather London—8—

Making it Workin the FieldThese examples are inspiring, but they’re the productof large corporate marketing teams with centralizedtalent and coordinated effort. What about localizedmarketing efforts? How can corporate marketingteams reach financial advisors in the field?Imagine Your Advisors Getting InstantAccess to Brand-Compliant MarketingCollateralPMC Feature: Send Email, Print & MailImagine that collateral automatically personalizedwith prospect data from Salesforce. Imagine thetime you’d save in the field. Imagine keeping yourmessage on brand.You can leverage Salesforce and marketingautomation platforms to create personalized directmail, emails, social posts and more. PFL’s PersonalMarketing Center combines sales and marketingplatforms to empower advisors in the field tocreate, manage and execute their own marketingcampaigns. The assets they use are locked bymarketing, so the message never goes off brand.PMC Feature: Personalize & Place Order—9—

EmpoweringYour Field RepsSINGLE SOURCEIt all works from inside of Salesforce,so you don’t need a new platform.PERSONALIZED MESSAGESBRAND CONTROLFinancial Advisors can easilypersonalize email, direct mailand more.Marketing controlled templatesensure brand compliance.HOW PMCENABLESADVISORSTMREAL TIME REPORTINGLeverage Salesforce’s reportingengines to aggregate field marketingefforts into a single dashboard.CONTENT LIBRARYStatic content stays in a singlerepository making it easy to findvideos, whitepapers and more.Learn more and schedule ademo with your Salesforcesales rep or email us atpmc@pfl.com.— 10 —

About PFLPFL is a marketing technology company that providessales enablement and marketing automation solutions,as well as printing, mailing, and fulfillment services.Our Personal Marketing Center is a single source thatempowers sales reps to communicate more effectivelywith their customers with personalized content whilemaintaining brand compliance.Ready to give your marketing a boost?Call us at 800.930.5088 or send an email to pmc@pfl.com.www.PFL.com— 22 —

Direct mail is no longer sent in a void. Track it digitally and have fulfillment data sent back to advisors as Salesforce tasks. Printed & Fulfilled Direct mail send is personalized and sent to prospect. Large batches of direct mail aren't required—personalized, single pieces of collateral can be printed on demand. — 4 — Direct Mail .