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

FaceBook

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

Key eyMessage:Data drives a successful VDP project

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

Right message to the right audienceRight message to the right audience

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

TriggersTransactional DataAddress/ClusterStatement Whitespace

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

ANY QUESTIONS?ANY QUESTIONS?