{"id":2137,"date":"2017-07-14T07:45:41","date_gmt":"2017-07-14T07:45:41","guid":{"rendered":"http:\/\/giromail.com\/ca\/?p=2137"},"modified":"2017-07-18T10:03:26","modified_gmt":"2017-07-18T10:03:26","slug":"mailing-postal-5-claus-tajudaran-comprendre-perque-la-seva-efectivitat-actual","status":"publish","type":"post","link":"https:\/\/giromail.com\/ca\/mailing-postal-5-claus-tajudaran-comprendre-perque-la-seva-efectivitat-actual\/","title":{"rendered":"CASE STUDY: 5 claus que t&#8217;ajudaran a comprendre l&#8217;efectivitat del mailing postal"},"content":{"rendered":"<p lang=\"ca-ES\"><b>Molts s\u00f3n els presumibles gurus que ens narren les excel\u00b7l\u00e8ncies de l&#8217;Email M\u00e0rqueting i de la seva import\u00e0ncia en qualsevol estrat\u00e8gia de comunicaci\u00f3 i m\u00e0rqueting per a una companyia o marca. Res de nou sota el terra veritat? El dilema sorgeix, no obstant aix\u00f2, quan confonem recomanacions amb absolutismes i ens perdem en l&#8217;economia de l&#8217;atenci\u00f3. Emailings i Whatsapps s\u00f3n eines que formen part dels canals de comunicaci\u00f3 immediats i que conformen aquesta nova forma de Fast Com (Comunicaci\u00f3 de consum r\u00e0pid) Per\u00f2 realment s\u00f3n tan efectives a l&#8217;hora de captar l&#8217;atenci\u00f3 com el Mailing Postal? Anem a veure-ho!<\/b><\/p>\n<p>&nbsp;<\/p>\n<p>Posem per exemple el cas de <a href=\"http:\/\/www.royalmail.com\/\">Royal Mail<\/a> (el servei postal del Regne Unit). Durant anys, aquesta companyia brit\u00e0nica, va patir un descens important en els seus beneficis despr\u00e9s de l&#8217;aparici\u00f3 i entorn creixent del M\u00e0rqueting Digital. Per solucionar aix\u00f2, l&#8217;empresa va contractar els serveis de <a href=\"https:\/\/www.linkedin.com\/in\/mikecolling\/?ppe=1\">Mike Colling<\/a>, un dels millors talents mundials dins del M\u00e0rqueting Directe, en qui va confiar perqu\u00e8 disseny\u00e9s una estrat\u00e8gia innovadora de <strong>Mailing Postal<\/strong> que els permet\u00e9s tornar a situar l&#8217;empresa al mapa. Qu\u00e8 si ho va aconseguir? La pregunta en realitat no \u00e9s \u201cHo va fer?\u201d, sin\u00f3 \u201cCom ho va fer?!\u201d.<\/p>\n<p>&nbsp;<\/p>\n<p><strong><em>Clue<\/em> n\u00ba1. La Credibilitat: Cost vs. Transformaci\u00f3.<\/strong><\/p>\n<p>El primer que va fer Mike va ser treballar la confian\u00e7a que <strong>Royal Mail<\/strong> havia de transmetre a uns anunciants que no creien en l&#8217;efectivitat del Mailing Postal i que solament veien un cost sense valor en la seva inversi\u00f3 en M\u00e0rqueting Directe. I com aconseguir aquesta credibilitat en una empresa que tothom veia com \u201cuna empresa dinosaure\u201d? A trav\u00e9s de la transformaci\u00f3! I aquestes van ser les fases del canvi:<\/p>\n<ul>\n<li><strong>Analitzar a l&#8217;audi\u00e8ncia<\/strong> i veure quin valor diferencial es podia aportar<\/li>\n<li>Crear un Mailing Postal que realment aport\u00e9s un canvi positiu en la vida d&#8217;aquests consumidors, a trav\u00e9s de <strong>missatges motivadors<\/strong><\/li>\n<li><strong>Crear un producte nou<\/strong> (Sabies que Google crea un producte nou cada dia? Really!)<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<p><strong><em>Clue<\/em> n\u00ba2. El temps: Arribada, Pres\u00e8ncia i Atenci\u00f3.<\/strong><\/p>\n<p>T&#8217;has parat alguna vegada a pensar <strong>quants emails esborres sense llegir al dia<\/strong>? Uns quants, veritat? I si pensem en xifres setmanals, pot fins i tot aclaparar! No obstant aix\u00f2, el Correu Directe sempre exigeix una atenci\u00f3 especial, encara que nom\u00e9s sigui pel fet que no sempre disposem d&#8217;una paperera prop de la nostra b\u00fastia. Per posar una xifra, <strong>divuit minuts al dia<\/strong> \u00e9s el temps que un ciutad\u00e0 brit\u00e0nic dedica a llegir el seu correu postal. A difer\u00e8ncia de les publicacions en xarxes socials, el <strong>Mailing Postal s&#8217;espera a la nostra b\u00fastia a que el llegim<\/strong>, i no desapareix si no ho veiem segons o minuts despr\u00e9s de que el carter ho dipositi a la nostra b\u00fastia. Una dada a tenir en compte, veritat? Mike Colling ho va tenir molt en compte!<\/p>\n<p>&nbsp;<\/p>\n<p><strong><em>Clue<\/em> n\u00ba 3. La Creativitat Personalitzada.<\/strong><\/p>\n<p>Si anteriorment parl\u00e0vem del temps d&#8217;atenci\u00f3, parlem ara del temps de retenci\u00f3! En el seu estudi per a Royal Mail, Mike va esbrinar que si el Mailing Postal rebut per un ciutad\u00e0 <strong>\u00e9s creatiu i est\u00e0 personalitzat<\/strong>, aquest ho <strong>mant\u00e9 a casa seva una mitjana de 17 dies<\/strong>! Segur que tu tamb\u00e9 has tingut a casa teva publicitat d&#8217;alguna marca que, per l&#8217;inter\u00e8s despertat, s&#8217;ha convertit en un inquil\u00ed per temps perllongat\u2026 et sona la publicitat de les pizzeries a domicili, per exemple? I si a m\u00e9s fas \u00fas de la teva creativitat pots oferir una <strong>experi\u00e8ncia multisensorial<\/strong> sense oblidar que, sempre, sempre pots (has de) <strong>explicar una hist\u00f2ria<\/strong>!<\/p>\n<p>&nbsp;<\/p>\n<p><strong><em>Clue<\/em> n\u00ba 4. El Comprom\u00eds Emocional.<\/strong><\/p>\n<p>Segur que has escoltat alguna vegada citar part d&#8217;un fam\u00f3s estudi que diu que <strong>l&#8217;atenci\u00f3 dedicada a llegir un llibre en format f\u00edsic \u00e9s molt major que la dedicada a llegir-ho en format digital<\/strong>. Per\u00f2 el que potser no sabies \u00e9s que la retentiva en la mem\u00f2ria de la informaci\u00f3 llegida en un format f\u00edsic, \u00e9s molt millor que la llegida en una pantalla (<strong>mem\u00f2ria a llarg termini<\/strong>) I, per si aquest no fos una dada significativa per ella mateixa, el comprom\u00eds amb la marca tamb\u00e9 \u00e9s molt major! (<strong>millor connexi\u00f3 emocional<\/strong>)<\/p>\n<p>&nbsp;<\/p>\n<p><strong><em>Clue<\/em> n\u00ba 5. Les Estad\u00edstiques Anal\u00edtiques.<\/strong><\/p>\n<p>Un dels grans handicaps del Correu Postal \u00e9s poder establir una anal\u00edtica amb la qual avaluar els resultats d&#8217;una campanya, mentre que en el M\u00e0rqueting Digital els resultats es poden veure en temps real. No obstant aix\u00f2, Mike Colling va solucionar aquest problema per a Royal Mail elaborant una <strong>eina de gesti\u00f3 de campanya<\/strong> en la qual van incloure <strong>diferents indicadors<\/strong> amb els quals van poder <strong>avaluar el proc\u00e9s d&#8217;actuaci\u00f3 de cada ciutad\u00e0<\/strong> que va rebre el Mailing Postal. I a sobre basat en el model de Facebook! (Mola, eh?) Ah, que quin va ser el resultat? Els correus enviats per Email van obtenir una taxa de conversi\u00f3 del 3%, mentre que la del Mailing Postal va ser del 14%!<\/p>\n<p>&nbsp;<\/p>\n<p><strong>Resultats.<\/strong><\/p>\n<p>El que va aconseguir Mike despr\u00e9s de 8 anys de descens progressiu va ser <strong>girar el m\u00f3n<\/strong> de Royal Mail i <strong>aconseguir un creixement<\/strong> en tres quartes parts del total, aix\u00ed com <strong>augmentar el nombre d&#8217;anunciants<\/strong> que contracten el servei de Mailing Postal.<\/p>\n<p>_____________<\/p>\n<p>Aix\u00ed que, despr\u00e9s de llegir l&#8217;article, penses que el Mailing Postal no t\u00e9 cabuda al Segle XXI? Nosaltres tenim clar\u00edssima la resposta! Si desitges que analitzem com est\u00e0 funcionant la teva campanya de Mail M\u00e0rqueting i que treballem junts en una soluci\u00f3 molt m\u00e9s efectiva, asseguem-nos a xerrar: <a href=\"http:\/\/www.giromail.com\">Giromail, Comunicaci\u00f3 i M\u00e0rqueting Directe<\/a>.<\/p>\n<div class='watch-action'><div class='watch-position align-left'><div class='action-like'><a class='lbg-style2 like-2137 jlk' href='javascript:void(0)' data-task='like' data-post_id='2137' data-nonce='2a0ae06402' rel='nofollow'><img class='wti-pixel' src='https:\/\/giromail.com\/wp-content\/plugins\/wti-like-post\/images\/pixel.gif' title='Like' \/><span class='lc-2137 lc'>0<\/span><\/a><\/div><\/div> <div class='status-2137 status align-left'><\/div><\/div><div class='wti-clear'><\/div>","protected":false},"excerpt":{"rendered":"<p>Molts s\u00f3n els presumibles gurus que ens narren les excel\u00b7l\u00e8ncies de l&#8217;Email M\u00e0rqueting i de la seva import\u00e0ncia en qualsevol estrat\u00e8gia de comunicaci\u00f3 i m\u00e0rqueting per a una companyia o marca. Res de nou sota el terra veritat? El dilema sorgeix, no obstant aix\u00f2, quan confonem recomanacions amb absolutismes i ens perdem en l&#8217;economia de [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":2135,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"ngg_post_thumbnail":0,"footnotes":""},"categories":[41],"tags":[],"class_list":["post-2137","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized-ca"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.0 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>CASE STUDY: 5 claus que t&#039;ajudaran a comprendre l&#039;efectivitat del mailing postal - Giromail<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/giromail.com\/ca\/mailing-postal-5-claus-tajudaran-comprendre-perque-la-seva-efectivitat-actual\/\" \/>\n<meta property=\"og:locale\" content=\"ca_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"CASE STUDY: 5 claus que t&#039;ajudaran a comprendre l&#039;efectivitat del mailing postal - Giromail\" \/>\n<meta property=\"og:description\" content=\"Molts s\u00f3n els presumibles gurus que ens narren les excel\u00b7l\u00e8ncies de l&#8217;Email M\u00e0rqueting i de la seva import\u00e0ncia en qualsevol estrat\u00e8gia de comunicaci\u00f3 i m\u00e0rqueting per a una companyia o marca. 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Res de nou sota el terra veritat? 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