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CASE STUDY: MailTrak from GrayHair Software Wanted: Increased Response Rates to Multi-Channel Marketing Campaigns GrayHair helps a direct marketing company improve its direct marketing campaign response rate. THE CHALLENGE Following their own strategic plan, a direct marketing firm was using a multi-channel marketing plan and wanted to optimize their response rates across direct mail and email. Timing is a key factor in making productive use of pre- and post-emails in connection with direct mail marketing campaigns. This direct marketing company was sending out StandardClass direct mail with a follow-up email that was not timed with the delivery of the direct mail piece. While some of these emails may land in prospects’ email boxes at just the right time, this hit-or-miss method is costly and cannot be used to maximize response on the campaign. THE SOLUTION Tracking mail pieces allows for more advantageous use of the post-email campaigns. GrayHair Software worked with the direct marketing firm on various test campaigns to demonstrate the increased benefit of coordinating the deployment of the pre- and postemail campaigns in conjunction with the delivery of the direct mail pieces. Two statistically valid groups were formed to receive the offer. Both groups received identical offers across two distinct products, Product 1 and Product 2. • Group A was contacted using the direct marketer’s strategy. Members of this group received a pre-email containing advance notification of its respective direct mail offer. Once the direct mail piece was delivered to the recipient, follow-up emails were sent at the discretion of the email deployment provider without regard to whether the mailpiece had delivered. •Group B was contacted using the GrayHair strategy. Using this method, members of this group received the same pre-email containing advance notification of the coming direct mail offer. The GrayHair strategy differed in that the Group B direct mail pieces were tracked through the GrayHair mail-tracking services to determine the day of delivery for each mailpiece. When the direct mail piece was received by the receipiet, he/she received the post-email offer the day after to reinforce the direct mail offer that was fresh in their mind. The Product 1 campaign results showed the combined response rate (pre-email, direct mail piece and post-email) for Group A (Direct Marketers Strategy) was 2.79% while the combined responses for Group B (GrayHair Strategy) was 2.92%. THE RESULTS AND BENEFIT Increased multi-channel campaign response was based on coordinated, welltimed delivery of direct mail and post emails. The test results concluded that the GrayHair Strategy had an overall increase in response as compared to the Direct Marketer Strategy. Our study suggests that increased response occurred through the multi-channel promotions. Response was further enhanced when the email was delivered the day after the mailpiece arrived as the consumer was driven to respond to the direct mail offer but preferred to respond online via the email promotion. The offer was also top of mind by coordinating the two promotions on consecutive days. The study also suggested that increased touch points with the consumer increased the likelihood of responding. The Product 2 campaign results showed increased success using the GrayHair strategy. The combined response rate (pre-email, direct mail piece and post-email) for Group A was 3.77% while the combined responses for Group B was 3.98%. continued >> Your Mail. Your Choice. Your SelectSolutions. THE GRAYHAIR IMPLEMENTATION GrayHair’s implementation plan required minimal effort from the direct marketing company. The increase in response rates using the GrayHair strategy was achieved simply by using Intelligent Mail® barcodes (IMb™) in conjunction with mail tracking through the USPS®. The combination of these two services provides detailed scan data needed to launch timely post-email campaigns tied to receipt of direct mail pieces. Using GrayHair’s mail-tracking, the direct marketing company was able to provide daily delivery information to the email deployment provider to trigger follow-up email campaigns. THE BOTTOM LINE GrayHair tracking and strategy promote increased response rates and customer action. Timing is everything! Precision timing among pre and post emails in conjunction with direct mail deliveries resulted in increased customer responses, sales and satisfaction. MULTI-CHANNEL MARKETING RESULTS PRODUCT 1 PRODUCT 2 RESPONSE RATE Direct Marketer Pre-Email Direct Marketer Direct Mail Direct Marketer Post-Email Direct Marketer Total Responses 0.10% 2.60% 0.08% 2.79% GrayHair Pre-Email GrayHair Direct Mail GrayHair Post-Email GrayHair Total Responses 0.10% 2.69% 0.13% 2.92% RESPONSE RATE Direct Marketer Pre-Email Direct Marketer Direct Mail Direct Marketer Post-Email Direct Marketer Total Responses 0.09% 3.58% 0.11% 3.77% GrayHair Pre-Email GrayHair Direct Mail GrayHair Post-Email GrayHair Total Responses 0.11% 3.62% 0.24% 3.98% CONCLUSION: In both product results, the GrayHair post email responses were higher than the number of the Direct Marketer’s post-email responses. The results also showed that the post email contributed to slightly greater results on the direct mail response as it served to bring the person back to the direct mail offer, which resulted in additional responders. Call 866-507-9999 to build your solution today or email us at [email protected] Your Mail. Your Choice. Your SelectSolutions. GrayHairSoftware.com