deliver more powerful, personalized communications
TRANSCRIPT
Deliver more powerful,li d i ipersonalized communications
Presented by: With Special Guest:
Neil Rader Darrin WilenNeil Rader Darrin WilenVice President & General Manager PresidentSmall-Medium Business Wilen Media
Kevin KleinPrinciple ConsultantCustomer Communication Management
Deliver more powerful,personalized communications
Communication opportunitiesMail and direct marketing are
ff ti ll !effective – really!Techniques for driving resultsQuestions
IT’S A CHANCE TO TALK TO ME
The world of customer relationships is l i f i di id l t lti h l
Behavioural
evolving from individual to multi-channel
ContextualFeedbackPsychographicResponse
BehaviouralAttitudinalGeoLocation
DATA
D
Address
Di
DemographicAddress
Transactional
Response
Door dropInserts
Direct mail Telephone
IVRATM
EmailFacsimile
T l k ti Di t M k tiU li it d i l il
EmailMobile
E il SMS F B k
OnlineSocial Media
CHANNELS
F M k ti
TransactionalDocuments
1954 1960
Telemarketing
1967
Direct MarketingUnsolicited commercial mail Email
1992/4
SMS
2004
2011
Fax Marketing
1980s
Communications opportunities
Company
Data Insight Strategy CommunicationsDrive consumer behavior
Target Attract Offer Onboard Serve Grow/RetainReconnect
Company behaviorIncrease customer satisfaction
Rev
enue
$0
Best Customer Lifecycle
Typical Customer Lifecycle
satisfaction Importance of personalization and relevance $0and relevanceImportance of channel
Aware Consider Purchase Use Love/Leave Repeat/Loyalty
Consumer
The power of more personalized communications
Names only
Static full color
PersonalizationPersonalization & full color
Database intelligence & l li ti& localization
0% 100% 200% 300% 400% 500%
Source: Personalized and Database Printing, Romano / Boudy
Mail and direct marketing are effective – really!
Multi-channel marketing creates connections for brands and lti t l b ild t l ltultimately builds customer loyalty
According to the DMA, customers that combine mail and email, canthat combine mail and email, can increase response rates by 28%
PLEASE STOP SENDING ME “UN”VALUABLE OFFERS
PLEASE STOP SENDING ME “UN”VALUABLE OFFERSUN VALUABLE OFFERSUN VALUABLE OFFERS
Innovative techniques
Effective targeting-use of analytics
for driving resultsg g y
Achieving relevance-use analytics, segmentationBridging channels-QR codesFacilitating customer friendly calls to action-QR codesto action-QR codesLeveraging the transactional communication
MAKE ME FEEL LIKE I AM MORE THAN JUST ANOTHER CUSTOMERTHAN JUST ANOTHER CUSTOMER
Effective targeting use of analytics
Deliver the right message to the right person– The most critical part of your marketing campaignThe most critical part of your marketing campaign
Effective use of data– Capture, organize and analyze will give targeted,Capture, organize and analyze will give targeted,
actionable informationIt’s all about measurement – Proper measurement and tracking of leads with result
in enhanced ROMI
Effective targeting and relevance-the role of analyticsthe role of analytics
InsightUnderstanding and predicting customer behaviour
DataIntegrating and
enriching individual
customer data
StrategyCommunications StrategyDeciding and executing on the customer best next action
CommunicationsManaging and
connecting cross‐channel customer communications
“Pitney Bowes is shifting the discussion from a dialog centered on cost control and efficiency to one that also incorporates driving revenue for its customers.”
IDC
Achieving relevance – use of l i d ianalytics and segmentation
Personalized communications is key– Every communication should be driven by knowing y y g
and understanding your customer– Not just about WHO they are but WHAT they do
Personalize messages to the individuals likes, dislikes, past behaviors and buying patternsK l d i T d lKnowledge is power: Targeted relevant communications provides customers with major competitive advantagescompetitive advantages
Analytics and segmentation –creating insightcreating insight
Location Analytics• Risk Management• Assets Location Analysis• Campaign Analysis• Real-time monitoring• Routing• Sales area optimizationp
Customer Analytics• Customer
Campaign Analysis• Offer management• Uplift Modelling
InsightUnderstanding and predicting customer behaviour
DataIntegrating and enriching individual customer data
segmentation & targeting
• Propensity to churn and purchase
• Customer Lifetime Value (CLV) Analysis
• Contact optimization StrategyDeciding and executing on the customer best next action
CommunicationsManaging and
connecting cross‐channel customer communications
( ) y
Bridging channels – QR CodesBridging channels QR Codes
Your audience is keyDelivering personalized, actionable and trackablemessages to your targeted audiencemessages to your targeted audience
Where you deliver the message is as important as the content of the messageas the content of the messageQR Codes…ideal for data capture, response from your target audience and reinforcement offrom your target audience and reinforcement of your promotional message
QR CodesB id i h i l & di i l
Connecting physical communications to the mobile world
Bridging physical & digital Connecting physical communications to the mobile world
– Targetable: Complimentary to segmenting and profiling– Personalizable : Encoded PURL for a personal customer experience– Actionable: Deliver richer content, facilitate customer self serve
including payments– Trackable: Capture customer interest and facilitate ordering processp g p
The new formula4 l VDP f l4 color VDP for envelopes
The power of color…Variable - Unique
No Converting
Real Time – Data Drives Messaging
No Inventory
The power of dataThe power of data
Analyze the data you haveAnalyze the data you haveCreate a data strategyCreate data specific messagingCreate data specific messagingProduce a relevant and measurable campaign
Measurement leads to success
New applicationsNew applicationsNot for profits…
B i l kBeing personal worksUse creative to drive responseCreate an emotional connectionCreate an emotional connection
What do recipients really want?What do recipients really want?
The Future of Direct Mail*The Future of Direct MailAccording to a recent customer survey direct mail is the “preferred” medium among most consumers for receiving p g gand evaluating information about products:
* 66% want "highly-personalized" offers, rather than ones not personalized at all.
SOURCE: CAPV
Leveraging transactional communications
95%+ of transactional mail is opened1 and 3 minutes spent reading1 and 3 minutes spent reading transactional documentsMultiple views per documentMultiple views per documentSpecific calls to action7% of direct mailings read7% of direct mailings read8.5% of prospecting emails are openedopened76% of online purchases are influenced by maily
Sources InfoTrends,ExactTarget and the Direct Marketing Association
The common denominator variable data
Application template form document design
– variable data
Transactional data
Personalized, targeted insert
Personalized, targeted onsert Personalized, targeted onsert
targeted “ensert”
All created with 100% variable data
Realizing the transactional i i icommunication opportunity
Characterization– Transactional applicationpp– Consumer profile– White space opportunity
Build the campaign– Load digital assets– Select business rules
Reporting
Best practices in transactional multi channel communicationsmulti-channel communications
Maintain the BrandConvert documents from compliance to relationshipcompliance to relationship enhancing– Content/presentation
Marketing & Line of Business can:
Maximize existing real estate on
Marketing & Line of Business can:
Maximize existing real estate onBuild in linkages– Customer service features
C ll t ti bl
Maximize existing real estate on transactional statementInfinite variety of insertsGain more messaging per ounceTarget customer messaging
Maximize existing real estate on transactional statementInfinite variety of insertsGain more messaging per ounceTarget customer messaging– Call to action enablers
– Intelligent and relevant offers
Target customer messagingQuickly execute new campaignsMaintain control of messagingIntegrate campaign based upon results
Target customer messagingQuickly execute new campaignsMaintain control of messagingIntegrate campaign based upon resultsoffers resultsresults