Deliver More Powerful, Personalized Communications
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This document discusses strategies for creating more powerful and personalized customer communications. It highlights how using customer data and analytics can help target the right messages to the right customers, increasing relevance and driving better results. Specific techniques mentioned include using segmentation and QR codes to bridge physical and digital channels, achieving personalization at scale through variable data printing, and leveraging multi-channel messaging to increase customer engagement and satisfaction. Questions are solicited at the end regarding improving communication strategies.
Deliver More Powerful, Personalized Communications
- 2. Deliver more powerful, personalized communications li d i i Presented by: With Special Guest: Neil Rader Darrin Wilen Vice President & General Manager President Small-Medium Business Wilen Media Kevin Klein Principle Consultant Customer Communication Management
- 3. Deliver more powerful, personalized communications Communication opportunities Mail and direct marketing are effective – really! ff ti ll ! Techniques for driving results Questions IT’S A CHANCE TO TALK TO ME
- 4. The world of customer relationships is evolving from individual to multi-channel l i f i di id l t lti h l Behavioural DATA Attitudinal GeoLocation Contextual Feedback Psychographic Response Transactional Demographic Address Address Door D Direct Di drop mail Telephone Inserts IVR ATM Facsimile Email Mobile CHANNELS Transactional Online Social Documents Media Unsolicited commercial mail U li it d i l il Telemarketing Di T l k ti Direct M k ti t Marketing Fax M k ti F Marketing E il SMS F Email FaceBook B k 1954 1960 1967 1980s 1992/4 2004 2011
- 5. Communications opportunities Drive Data Insight Strategy Communications consumer behavior Company Increase Target Attract Offer Onboard Serve Grow/Retain Reconnect customer satisfaction Best Customer Lifecycle Revenue Importance of personalization Typical Customer Lifecycle and relevance $0 Importance of channel Aware Consider Purchase Use Love/Leave Repeat/Loyalty Consumer
- 6. The power of more personalized communications Names only Static full color Personalization & full color Database intelligence & localization l li ti 0% 100% 200% 300% 400% 500% Source: Personalized and Database Printing, Romano / Boudy
- 7. Mail and direct marketing are effective – really! Multi-channel marketing creates connections for brands and ultimately builds customer l lti t l b ild t loyalty lt According to the DMA, customers that combine mail and email, can increase response rates by 28% PLEASE STOP SENDING ME “UN”VALUABLE OFFERS UN VALUABLE
- 8. Innovative techniques for driving results Effective targeting-use of analytics g g y Achieving relevance-use analytics, segmentation Bridging channels-QR codes Facilitating customer friendly calls to action-QR codes Leveraging the transactional communication MAKE ME FEEL LIKE I AM MORE THAN JUST ANOTHER CUSTOMER
- 9. Effective targeting use of analytics Deliver the right message to the right person – The most critical part of your marketing campaign Effective use of data – Capture, organize and analyze will give targeted, actionable information It’s all about measurement – Proper measurement and tracking of leads with result in enhanced ROMI
- 10. Effective targeting and relevance- the role of analytics Data Insight Integrating and Understanding and enriching predicting customer individual behaviour customer data Communications Strategy Managing and Deciding and connecting cross‐ executing on the channel customer customer best next communications action “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
- 11. Achieving relevance – use of analytics and segmentation l i d i 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 patterns Knowledge i power: T K l d is Targeted relevant d l communications provides customers with major competitive advantages
- 12. Analytics and segmentation – creating insight Location Analytics • Risk Management • Assets Location Analysis • Campaign Analysis • Real-time monitoring • Routing • p Sales area optimization Insight Understanding and Data predicting customer Integrating and behaviour enriching Campaign Analysis individual customer data Customer Analytics • Offer management • Customer • Uplift Modelling segmentation & • Contact optimization Communications Strategy Managing and Deciding and targeting connecting cross‐ executing on the • Propensity to churn channel customer customer best communications next action and purchase • Customer Lifetime Value (CLV) Analysis ( ) y
- 13. Bridging channels – QR Codes Your audience is key Delivering personalized, actionable and trackable messages to your targeted audience Where you deliver the message is as important as the content of the message QR Codes…ideal for data capture, response from your target audience and reinforcement of your promotional message
- 14. QR Codes Bridging h i l di i l B id i 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 p p g process
- 15. The new formula 4 color VDP f envelopes l for l The power of color… Variable - Unique No Converting Real Time – Data Drives Messaging No Inventory
- 16. The power of data Key ey Message: Data drives a successful VDP project
- 17. The power of data Analyze the data you have Create a data strategy Create data specific messaging Produce a relevant and measurable campaign Measurement leads to success
- 18. New applications Not for profits… Being B i personal works l k Use creative to drive response Create an emotional connection
- 19. What do recipients really want? The Future of Direct Mail Mail* According to a recent customer survey direct mail is the “preferred” medium among most consumers for receiving p g g and evaluating information about products: * 66% want "highly-personalized" offers, rather than ones not personalized at all. SOURCE: CAPV
- 20. Right message to the right audience
- 21. Leveraging transactional communications 95%+ of transactional mail is opened 1 and 3 minutes spent reading transactional documents Multiple views per document Specific calls to action 7% of direct mailings read 8.5% of prospecting emails are opened 76% of online purchases are influenced by mail y Sources InfoTrends,ExactTarget and the Direct Marketing Association
- 22. The common denominator – variable data Application template form document design Transactional data Personalized, targeted insert Personalized, targeted onsert Personalized, targeted “ensert” All created with 100% variable data
- 23. Triggers Transactional Data Address/Cluster Statement Whitespace
- 24. Realizing the transactional communication opportunity i i i Characterization – Transactional application pp – Consumer profile – White space opportunity Build the campaign – Load digital assets – Select business rules Reporting
- 25. Best practices in transactional multi channel communications multi-channel Maintain the Brand Convert documents from compliance to relationship enhancing Marketing & Line of Business can: – Content/presentation Maximize existing real estate on Build in linkages transactional statement Infinite variety of inserts – Customer service features Gain more messaging per ounce Target customer messaging – C ll t action enablers Call to ti bl Quickly execute new campaigns Maintain control of messaging – Intelligent and relevant Integrate campaign based upon offers results
- 26. ANY QUESTIONS?