#cnx14 - talk about returns: automating personalized print and digital lifecycle campaigns increases...

Track: Customer Journey Showcase

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ROI: Automating Personalized Print and Digital Lifecycle Campaigns

Cody Clark, Global Campaign Manager, ExactTarget

Tom Dyson, VP SG360°INTEGRATions

Terry Messervy, Commercial Director, Digital Logic

Eliot Harper, Chief Technology Officer, Digital Logic


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ExactTarget Marketing Cloud

Cody Clark, Global Campaign Manager


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“Make an impression along the customer’s journey – give the sales rep an introduction.”


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Campaign Types:

1 2 3

Quarterly Prospecting:

Large-scale, product promotion intended as cold-call support

for sales reps

Event and Audience:

Focused mailers supporting event

follow-up and targeted audience

interactions

On-Demand:

Launched mailings based on prospect

interaction via digital channels and conversations


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Quarterly Prospecting Campaigns

• Large-scale

• Customized and personalized

• Introductory step for Sales Reps along their customer’s journey

• Challenge: launched quarterly; leads can take some time before mailer is sent


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Event and Audience Targeted Campaigns

• Product, Event, or Industry-specific


• Introductory step for Sales Reps along their customer’s journey; Or follow-up step along customer’s journey

• Challenge: Timeliness – needs to be sent immediately following event to generate strongest response


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Blending Digital with Direct Mail

Tom Dyson, VP SG360°INTEGRATions, www.linkedin.com/in/dysonthomas/

http://www.linkedin.com/in/dysonthomas/


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An iProspect Study showed that 67% of Online Searches are driven by Offline Channels&

39% Convert - Purchasing from the very company that caused them to launch the search

What We See Offline Often Influences Our Purchases

Source: iProspect’s Offline Channel Influence on Online Search Behavior Study August 2007


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Direct mail campaigns benefit from higher response rates than various other channels.

Direct Marketing Association (DMA) , June 2012

Why Direct Mail continues to play an active role in an Online World


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Data from the same DMA “2012 Response Rate Report” indicates that:

costs for direct mail are higher

but response rate is better for mail,

cost per order across direct mail, email, and paid search are roughly equal.

It makes sense to combine the use of all

Direct Mail is an important part of a Customer Journey

Why Direct Mail continues to play an active role in an Online World


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True Marketing Automation Must Address the Data, the Content, and

the Response and

Be Flexible to the Fickle Customer in Every Channel


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Why Journey Management and Not Manual or Semi-Manual


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Cody’s Quarterly – Triggered Journey’s Work Today the customer wants it when they are engaged not when we can engage

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Triggers Quarterly Mailer

Mobile Push

Tweet Webinar


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Ideas - Digital and Direct Mail that Works • Abandoned Cart - Send a direct mail triggered by an abandoned cart

• Big Ticket Browsing - Direct mail triggered by prospect browsing by product category

• Win Back/Reengagement - Reconnect via direct mail if your email is not responding

• Email Opt In - Drive email opt-in with Direct Mail to Purl & QR code campaigns

• Compliance - Link transactional email and s-mail to assure your customers always get the message

• Reminder - Trigger a reminder email when a direct mail piece gets in home

• Preference Management - via the channel they choose, email, mobile or direct mail.


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ExactTarget Marketing Cloud

Cody Clark, Global Campaign Manager


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On-Demand Example

• Product-specific; Or latest white paper or promotional deliverable


• Any spot among the customer’s journey: follow-up, introductory, or deal support/education

• Challenge: Ease of use – currently require sales rep ordering mailer for interactions with their customers – need automation


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Digital Logic

Terry Messervy, Commercial Director, Digital Logic

Eliot Harper, Chief Technology Officer, Digital Logic


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Why Printed Direct Mail is important

• Personalised direct mail (65%) is the most influential channel of communication for customer retention*

• After and websites (65%) TV (43%), personalised direct mail (43%) is considered the most useful communication channel for new customers looking to make a final purchase decision*

• After websites (68%), personalised direct mail (48%) is the most influential channel for customers looking to make a final decision about switching brands*

* ExactTarget 2012 Channel Preference Survey


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Why Journey Builder & Printed Direct Mail are the Perfect Combination


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Journey Builder + Printid™ Demonstration


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Benefits of Direct Mail & Journey Builder to ET

Cost: Decreases costs per mail pack and uses most effective channels first, reducing waste & maximising ROMI

Ease: Operated from within Salesforce ExactTarget™ Marketing Cloud a single platform to deploy all triggered print and digital communications

Flexibility: Allows you to react to market response in the clients moment of need

Control: Allows you to preset campaign parameters to suit your budget.


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Benefits of Direct Mail & Journey Builder to ET cont…

Speed: Automated all processes in real time, increases speed to market

Simplicity: Requires only one contact, one brief, one set of data, one set of business rules and one platform, for all your cross-channel

marketing campaigns

Responsiveness: Responds to and records your customer’s digital body language

Security: All data remains within one safe environment Salesforce ExactTarget™ Marketing Cloud - PDF print files provided to mailhouse


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Additional Information available at

www.printidapp.com


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Q&A

Terry MesservyDigital Logic

+ 61 407 804 [email protected]

Eliot Harper Digital Logic

+61 402 646 [email protected]

Cody ClarkExactTarget

+1 (317) [email protected]

Tom DysonSG360

+1 (484) [email protected]

mailto:[email protected]









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HESTA Example

Additional information available at www.printidapp.com


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Take the after-session survey!

Take the Survey in the Connections 2014 Mobile App

Join the Conversation!

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$50StarbucksGift Card


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CUSTOMER JOURNEY SHOWCASE

MARKETING THOUGHT LEADERS

EMAIL MARKETING PRODUCT STRATEGY& ROADMAP

PERSONAL TRANSFORMATION

& GROWTH

SOCIAL MARKETING MOBILE & WEB MARKETING

DEVELOPERS HANDS-ON TRAINING

INDUSTRY TRENDSETTERS

CREATIVITY & INNOVATION

SALESFORCE FOR MARKETERS

ROUNDTABLES

#cnx14 - talk about returns: automating personalized print and digital lifecycle campaigns increases...

Documents

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personalised direct mail

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digital logiceliot harper

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personalized introductory step

journey builder