A Digital Mailbox Services Update with Manilla

Matt Swain
Jan 31, 2012

I will be meeting with the Executive Committee at Hearst Corporation to discuss the digital mailbox services market today and thought it would be a good time to provide an update on the progress that we are seeing with Hearst Corporation’s Manilla service, one of the key providers in the U.S. for digital mailbox services. For a refresher on Manilla, it is a free service that allows consumers to manage their bills, financial accounts, travel rewards programs, subscriptions and other digital accounts all in one secure place online and on mobile devices. With Manilla, tasks that were once a hassle, such as paying bills, tracking travel miles or filing statements can become convenient and easy to do. The Figure below shows what an AT&T account summary page in Manilla looks like.

 

AT&T Account Summary Page in Manilla

 

I was with Manilla’s team a few weeks ago and asked them to share some thoughts on 2011 (much like what doxo provided me at the beginning of this month). Here are the highlights that Manilla’s team were willing to share publicly:

  • Users are highly engaged at Manilla with many users visiting the service multiple days per week.
  • Users are also engaging deeply with Manilla partners’ Account Pages. Through the rich branding, links to partners’ websites and ad units, click through rates on these pages are all exceeding industry averages by multiples.
  • Manilla reports that they are generating new paperless conversions at rates that are more than double industry averages and increasing.
  • Partners who send offer mail to their customers through Manilla report that these offers have open rates that are far exceeding any industry standards.
  • Manilla has run full page advertisements in a number of Hearst magazines, including Marie Claire, Cosmopolitan, Popular Mechanics, Redbook, Good Housekeeping and O, the Oprah Magazine

Manilla’s CEO, George Kliavkoff, stated that “2011 was a great year for us. When we introduced Manilla in the private beta in the Spring, most of the feedback from users was for the addition of more household accounts. We are thrilled to have been able to answer them and now have over 1,300 service providers on Manilla, helping our users track everything from household bills to LivingSocial coupons and Netflix subscriptions. Manilla users have a way to manage almost all of their accounts today, and will soon be able to cover any and every account they want to add to Manilla.  We are looking at 2012 as a year to take the service to another level with added functionality, partnerships and new features.”

InfoTrends’ recent research in this market has shown that consumers expect to have access to more than 60% of their bills and statements through a digital mailbox service before they would use it. Manilla’s model helps to address that need by aggregating consumers’ online accounts—even if Manilla has no relationship with the provider. The downside to this model is that the provider must have an online presence with consumer login and consumers must have an online user ID and password with each of the providers they want to aggregate. While this may be a hurdle for Manilla, it is clear that 2011 was an encouraging year for them and we look forward to what 2012 will bring.

 

Within InfoTrends’ recent study, The Emergence of Digital Mailbox Services, we provide full summaries of each of the announced and available digital mailbox services—doxo, Manilla, Volly, and Zumbox—that has been reviewed and verified by the respective providers.

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