Download Target movers earlier for high-impact campaigns

Speedeon Data’s effective, accurate
and timely new mover marketing
program produces high return
Target movers earlier for high-impact campaigns
A
mericans are a population on the move—as many as 30 million people will move this year and almost 60,000 people
move every day.1 This mix of both homeowners and renters provides an enormous opportunity to develop new business
as the average mover spends approximately $8,500 in the first three months following a move on a variety of products
and services.
New movers are one of the most sought-after audiences for marketers but are difficult to identify and reach before they
make their crucial buying decisions. If a company can reach these consumers earlier in their moving process, they can present
targeted offers during the research phase of the sales cycle. Purchase decisions are influenced by a variety of factors, with
more than 60 percent of new movers citing direct marketing materials as their preferred resources.2 However, the acquisition
power of direct marketing is negated if the consumer receives these materials after a decision is already made.
Historically, new mover information has been slow to compile and companies have missed prime opportunities for communicating
with this market, sending direct messages several weeks after a move. At this point, new residents have made most of their
purchasing decisions and valuable sales opportunities are lost.
40
Speedeon
list ready
Speedeon
mail in-home
35
30
Historically,
list ready
Historically,
mail in-home
25
NEW MOVER
PURCHASE 20
DECISIONS
(in tens of thousands)
15
Lost opportunity
with historically targeted mail
10
5
0
1
7
14
DAYS
21
28
New mover purchasing activity
Proactive communication increases consumer response for Speedeon Data clients
One of the top five U.S. banks with more than 5,000 retail locations across the country realized they were missing opportunities
to reach new movers. To successfully engage this target audience, the bank needed to increase the effectiveness of their direct
marketing campaigns while lowering the cost per acquisition.
Speedeon Data updates residential contact information
daily from more than 3,000 sources. Our new mover
data lists have been tested and proven to 99.6 percent
accuracy.
“New mover marketing is not a new concept,
but we needed to raise the bar. We felt
we could improve our ROI,” said the Vice
President of Marketing. “We needed to
identify and reach new movers faster, so after
much analysis, we chose Speedeon Data, a
database marketing company with a reputation for
extreme accuracy and technologically advanced tools.”
By utilizing Speedeon Data’s new mover marketing program, the bank received accurate residential contact information updated
daily from more than 3,000 sources including telecommunications feeds, real estate Web sites, utility companies and more.
Speedeon Data’s proprietary system and advanced algorithms pinpoint changes in household consumption patterns. These
changes and relocation indicators enable superior identification and delivery of new mover information within two days of a move.
In fact, by combining both direct mail and telemarketing, the bank validated Speedeon Data’s new mover list to be 99.6 percent
accurate—well above industry expectations.
Speedeon’s targeted contact lists increase customer acquisition
By providing the bank with early and accurate identification of new movers in a data file compatible with its existing IT systems,
Speedeon Data helped the bank increase their new customer return and significantly lower their cost per acquisition. Prior
to working with Speedeon Data to create targeted prospect lists, the bank’s direct mail new mover marketing achieved a
0.8 percent return on new customers opening an account. Through working with Speedeon Data, the bank increased their new
customer acquisition to more than 4 percent.
The success of this
campaign and its
outreach methods
lowered the
bank’s cost per
acquisition by
32 percent.
Speedeon Data used its mapping capabilities to provide the bank with an extremely targeted list
based on proximity to branch location. The bank leveraged the accurate telephone information
provided by Speedeon Data to conduct follow-up telemarketing to the new movers receiving
their direct mail offer.
Speedeon Data’s strategy ensured that the bank was able to reach a greater number of
potential customers through a higher volume of direct mail messages with fewer duplicate
addresses from the bank’s previous campaigns. The success of this campaign and its outreach
methods lowered the bank’s cost per acquisition by 32 percent.
“Our partnership with Speedeon allowed us to greatly increase our return on investment through
our new mover direct marketing campaigns,” said the Vice President of Marketing. “Speedeon’s services allowed us to target
new contacts rapidly with a high deliverability rate. We saw a great improvement in our new customer acquisition and are
extremely pleased with the quality of Speedeon’s new mover prospects.”
1
2
According to the U.S. Census Bureau
Published by Harris Interactive, 2008
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