Survey on direct mail and digitalmarketing products and services

D UNIVERSAL 4Jj POSTAL IJPU International Bureau To: Weltpoststrasse 4 3015 BERNE — The designated operators of Union SW1TZERLAND member countries T+41 313503111 For information: F +41 31 3503110 www.upu.int — The restricted unions Contact: Ms Abby Bossart T +41 31 350 35 93 Berne, 15 July 2022 [email protected] Reference: 4625(DOP.EPSI.PSD/EMD)1065 Subject: Survey on direct maN and digital marketing products and services Dear Sir/Madam, The Direct Marketing Advisory Board (DMAB) is conducting a 2022 survey on direct mail and digital marketing products and services provided by designated operators (DOs). Aside from obtaining useful planning and development information on these services, the survey also aims to obtain the views of Union members on the best ways to restructure and remodel DMAB activities in line with market changes, IT developments and the Abidjan Postal Strategy, in order to seize the growing cross-border opportunities. This will ensure that, together, we are engaged and involved in defining and developing a new and sustainable model that can benefit not only DMAB members, but ali Union members. The. information provided in response to the survey wiII be treated confidentially by the International Bureau. The results will be presented in aggregate form only. lndividual responses will be published only with the express permission of the respondent. Please note that you have the following options for completing the survey: — Preferred option: online using the SurveyMonkey tool at the following mk: www.surveymonkey.com/n DMAB (in selected languages only); / — Physically using the Word version provided in Annex 1 (can be fiiled in manually or electronicaily). You are asked to complete the survey online through SurveyMonkey or to return the Word version to the International Bureau by e-mail to directmarketingupu.int by no later than 2 September 2022. lf you have any questions, please do not hesitate to contact Mr Fredrick Ornamo, E-Commerce and Market Development Expert (tel. +41 31 350 34 88; e-mail: [email protected]). Thank you for taking the time to filI out this survey. Yours faithfully, htø.MNDUS- JA kJIKATSt0ONfMINtSTEERIUM 19. 07. 2022 Abdel llah Bousseta -/ Director of Postal Operations / aO  D UNIVERSAL Annex 1 to Ietter4625(DOP.EPS1.PSD/EMD)1065 .. POSTAL of 15 July 2022 D UNION Direct mail and digital marketing survey 2022 1 Introduction The market context within which direct mail operates has changed considerably over the last decade, as the universe gets increasingly virtualized and digitalized into a metaverse. A muitifaceted marketing strategy today wiII comprise a mix of both physical and digital channels, with varying leveis of effectiveness.1 The fact is that direct mail and digital marketing boost sales and continue to play a key role in the development of both domestic and cross-border e-commerce. Studies show a strong correlation between digital marketing tactics and the foreign market growth, performance and competitiveness of large firms and smaii and medium-sized enterprises (SMEs) alike.2 The recent giobal supply chain disruption caused by the COVID-19 pandemic accelerated e-commerce adop tion as more people worked from home and an increasing number of enterprises gained online presence. There is an opportunity for postal operators to support foreign entry of Iocal businesses into cross-border markets using direct mail and digital marketing services and products. However, operational cost increases, precision targeting requirements, and data-privacy related laws continue to pile pressure on most players in this field. The UPU has to define and develop a new and sustainable Direct Marketing Advisory Board (DMAB) model, with a clear unique value proposition, that can support not only DMAB members, but ali Union mem bers, to respond to the ongoing direct mail and digital marketing challenges and opportunities. Your response to this survey wilI play a key role in this endeavour. We wouid be grateful if you could complete the survey, preferably online through SurveyMonkey (www.surveymonkey.com/r/DMAB) no later than 2 September 2022. lf you compiete the Word version below instead, it shouid be returned by the same deadiine, preferably by e-maii ([email protected]). 2 Respondent details Name of organization or designated operator Fuli name of person completing the questionnaire Mr Ms Position/title E-mail Tel. Signature Date Designated UPU contact for direct mail/digital marketing matters Supervisor’s name and signature 3 Survey questions The survey questions are grouped in a number of sections based on broad thematic areas. 1 A BIAS FOR ACT1ON: The neuroscience behind the response-driving power of direct mail, Canada Post, 31 July 2015. 2 Strategic orientations and digital marketing tactics in cross-border e-commerce: Comparing deveioped and emerging markets, Sjoukje PK Goldman, Hester van Herk, Tibert Verhagen, Jesse WJ Weltevreden, 2021.  2 Yes No Part A: Domestic services and products 1 Does your organization currently offer any domestic direct mail3 or digital marketing4 services/prod ucts? a Direct mail L:j b Digital marketing 2 If you answered No to either part of question 1 please expiain why this is the case: 3 For any part of question 1 to which you answered Yes, please Iist the top three types ot direct mail and/or digital marketing services/products that your domestic customers pre fer the most: a Direct mail 1 2 3 b Digital marketing 1 2 3 4 If you were to discontinue certain types of direct mail and/or digita marketing serviceslproducts that you currently oifer to your domestic customers (owing to Iow demand, high costs, competitive disadvantage, etc.), which ones would they be? a Direct mail 1 2 3 b Digital marketing 1 2 3 Direct maH product or service: Ietter-post products or services specifically designed for the collection and distribution of advertising items. The product or service has a brand that allows customers and potential customers to identify it as suitable for their advertising purposes, and a number of attributes (e.g. definition of content, pricing structure, delivery standards, presentation requirements, etc.) that might also define the postal operational process. Digital marketing: sometimes called “interactive marketing” or “e-marketing”, this is the use of digital media as a communication channel for marketing purposes. Marketing messages are delivered through electronic devices such as personal computers, tablets, mobile phones, game consoles and other equipment. Digital marketing messages can be sent through non-Internet channels such as SMS and notifications on mobile apps, as weII as through Internet channels such as e-mail, display ads and social media posts.  3 Yes No 5 In your country, are there any national Iaws or regulations regarding direct mail and/or digital marketing (e.g. to protect consumers against unsolicited mail, regulate the mar ket, control data privacy, etc.)? a Direct mail b Digital marketing 6 In your domestic market, are there other players offering direct mail and/or digital mar keting serv’iceslproducts? a Direct mail b Digital marketing 7 On a scale of 1 to 5, where 1 is the Iowest and 5 is the highest, how would you rate the level of competition in your domestic digital marketing and/or direct mail market? Circle only one in each category that applies. Direct mail 1 2 3 4 5 Digital marketing 1 2 3 4 5 - Low competition High competition - 8 In your view, what are the most significant challenges that your organization faces in offering direct rnail and/or dgtaI marketing services/products to your domestic custom ers? a Direct mail 1 2 3 b Digital marketing 1 2 3 Pari B: International (cross-border) services and products 9 Does your organization currently offer any cross-border direct mail and/or digital mar keting services/products? Inbound (ordered by cross-border customers, delivered in the domestic market) a Directmail b Digital marketing D Outbound (ordered by domestic customers, delivered in the cross-border market) a Directmail D b Digital marketing  4 10 If you answered No to any part of question 9, please explain why this is the case: Inbound Outbound 11 For any part of question 9 to which you answered Yes, please list the top three types of cross-border direct mail and/or digitat marketing services/products that your interna tional customers prefer the most: Inbound a Direct mail 1 2 3 b Digital marketing 1 2 3 Outbound a Direct mail 1 2 3 b Digital marketing 2 3  5 Yes No Part C: Technology tools, appllcations, systems and solutions (domestic and cross border) 12 There are T tools and solutions that allow customers to order direct mail and digital marketing services/products online through a web or mobile application. Does your organization have an online IT tool or application for your domestic and/or cross-border customers? Domestic on/me application/system a Direct mail D b Digital marketing Cross-border on/jne application/system a Direct mail J D b Digital marketing 13 The UPU is considering developing an online cross-border application/system for direct mail serviceslproducts, as approved by the DMAB Assembly in 2018. This online appii cation would be integrated with domestic systems, or include a domestic module. Would your organization be interested in the development of such an online direct mail application/system? Part D: Volumes, revenue and market share (domestic and cross-border) 14 For any part of question 1 to which you answered Yes, does your organization conduct regular studies to determine direct mail and/or digital marketing market trends, compe tition leveis, custorner preferences and satisfaction leveis? a Direct mail b Digital marketing L1 15 For any part of question 1 or question 9 to which you answered Yes, what are the domestic and/or cross-border volumes of direct mail items that your organization pro cessed in the Iast three years (in number of pieces)? Year Domestic volumes (in no. ofpieces) Cross-border volumes (in no. ofpieces) 2021 2020 2019 16 For any part of question 1 or question 9 to which you answered Yes, what percentage ot your organization’s total revenue would you estimate is generated by your domestic and/or cross-border direct mail and digital marketing services/products? (Tick only one under each category) Percentage Domesfic Cross-border 0—20% 21-40% 41—60% LJ 61—80% Ii 81%ormore  6 17 For any part of question 1 or question 9 to which you answered Yes, how has your organization’s revenue in domestic and/or cross-border direct mail and digital marketing serviceslproducts evolved since 2019? Revenue trend Domestic Cross-border Increased Decreased i:i Same for Iast three years IJ i:i 18 In your view, what are the most significant trends or factors that wiII have an impact (positive and negative) on your organizations domestic and/or cross-border direct mail and digital marketing offerings in the coming years? Domestic a Direct mail 2 3 b Digital marketing 2 3 Cross-border a Direct mail 1 2 3 b Digital marketing 1 2 3 19 What strategies and actions has your organization been using or wiIt it use to overcome the chaNenges that you Iisted in question 18?  8 Current DMAB membership fee structure Proposed DMAB membership fee structure Joining fee — Postal members 2,500 CHF 2,000 CHF — Non-postal members 2,500 CHF 3,000 CHF Yes No 25 Were this proposed new DMAB membershtp fee structure to be approved, would your organization be willing to join the UPU DMAB? LJ Part F: Miscellaneous 26 Does your organization have any partnerships with other direct mail and digital market ing companies? L:I LI 27 Would your organization be willing to share with the UPU some case studies that show how enterprises are using your direct mail and digital marketing services/products to grow their business? 28 Since 2020, the UPU has organized a total of eight “Innovation Talk” webinars on a range of topics. This series was aimed, among other things, at increasing participants’ understanding of current and future trends in digital and ntegrated marketing, and promoting the use of direct maN and digital marketing as enablers of e-commerce and digital transformation (see www. upu. intlen/Universal-Postal-Union/About-U PU/ Cooperatives-Boards/Direct-Marketing-Advisory-Board#activities). Please suggest any three topics of interest to your organization around which you would like future such webinars to be organized: 29 Would you be willing to participate in follow-up interview sessions to clarify any issues regarding your response to this survey and to explore the unique value proposition of the DMAB? Thank you very much for completing this survey.