How YOU

out of your direct marketing!can get the most

AGENDA

Our goal is to find ways to help you make incremental improvements

This is not only about technology, rather it is about the strategy, processes and techniques to use technology to get better visibility and achieve ROI We concentrate our efforts on premier customers Our definition of a partner is someone that brings value even

if it doesn’t always come with financial rewards

Job-shop focus vs. strategic campaign focus Proactive approach vs. reactive approach

TRACKING IS CRUCIAL

Total “suspect” list

Interested, but unknown warm

prospects

Current responders

Attract RespondLearn

•TEST!

•Learn before the offer

•Adjust on-the-fly

•Personalize the experience

O u t s id e

D a t a

Yo u r C R M

S y s t em

D e c is io n

A c t ion t o

c lo s e

Yo u r C R M

S y s t em

MULTI CHANNEL DIRECT MARKETING MODEL

Trackable, accountable marketing

Personalized Web Site

Personalized Electronic Confirmation

Track interest and participation

Non-Responder Mailing

Data Modeling

Segment based on current practices

Personalized Mailing

Warm Lead Data sent to sales

Relevant request

Capture and analyze data for

improvement

Switch Lead gen vehicle for wave 2

Web re-rirect

Drip Marketing process

Web ads Print adsID Page

21

2b

2a

643

8

7

5

9

THE DATA-DRIVEN MARKETING PARADIGM

How can we use what we know about a customer or prospect to market to them individually?

That usually starts with determining what you wish you knew about those people…

CASE STUDIES

How to market many products at the same time to a group

Using email in a smarter way How Relevance drives better business results

and increased revenue

SOFTWARE COMPANY

Objectives Sell upgrades to customers and prospects Use personalization to sell all products during one

campaign Results

Total response rate from customer - 22% Response rates from prospects -3x improvement Postage volume down 15%

How Used data to customize which products were

promoted Used “self-segmentation” to make relevant offers Tied in to sales CRM Cleaning up their data during the campaign

architect

landmark

SMART EMAIL CASE STUDY

Not all email works 40% improvement in click through rate Allow customers to segment themselves Deliver relevant offers to respondents based on

“self-segmentation”

UNIVERSITY CASE STUDY

21% revenue increase after 5 years of flat/declining revenue

35% response rate for current students 6% response rate from unfamiliar prospects Real data to support future marketing and

programming

undergrad

grad

Wash sem

CASE STUDIES

Common goal – improve business results

No “one-size-fits-all” approach

It isn’t just about the technology, rather it is the process that you use to get results

Can you see how these techniques and experience can help you?

THANKS!

Let’s find a way to test these concepts! Walk before you run…

We want to be your marketing partner and focus on helping you improve your marketing ROI. For 1 to 1 marketing For Commercial print For Digital