When most people think of modern marketing, they think about digital—display ads, search, retargeting, email, texts, social. But the truth is print can be highly valued, especially when used in the context of a broader omni-channel customer journey. This session will explore how two leading marketers use automation to create synergy between print and digital campaigns, resulting in substantial cost reductions and dramatically improved response rates.
3. Track: Customer Journey Showcase
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“Make an impression along the
customer’s journey – give the
sales rep an introduction.”
4. Track: Customer Journey Showcase
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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
5. Track: Customer Journey Showcase
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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
6. Track: Customer Journey Showcase
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Event and Audience Targeted Campaigns
• Product, Event, or Industry-specific
• Customized and personalized
• 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
7. Track: Customer Journey Showcase
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Blending Digital with Direct Mail
Tom Dyson, VP SG360°INTEGRATions,
www.linkedin.com/in/dysonthomas/
8. Track: Customer Journey Showcase
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What We See Offline Often Influences Our Purchases
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
Source: iProspect’s Offline Channel Influence on Online Search Behavior Study August 2007
9. Track: Customer Journey Showcase
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Why Direct Mail continues to play an active role in an Online World
Direct mail campaigns
benefit from higher
response rates than
various other channels.
Direct Marketing Association (DMA) , June
2012
10. Track: Customer Journey Showcase
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Why Direct Mail continues to play an active role in an Online World
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
11. Track: Customer Journey Showcase
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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
12. Track: Customer Journey Showcase
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Why Journey Management and Not Manual or Semi-Manual
13. Track: Customer Journey Showcase
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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
200
180
160
140
120
100
80
60
40
20
0
Triggers
Quarterly Mailer
Mobile
Push
Tweet Webinar
14. Track: Customer Journey Showcase
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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.
16. Track: Customer Journey Showcase
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On-Demand Example
• Product-specific; Or latest white
paper or promotional deliverable
• Customized and personalized
• 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
17. Track: Customer Journey Showcase
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Digital Logic
Terry Messervy, Commercial Director, Digital Logic
Eliot Harper, Chief Technology Officer, Digital Logic
18. Track: Customer Journey Showcase
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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
19. Track: Customer Journey Showcase
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Why Journey Builder &
Printed Direct Mail are the
Perfect Combination
28. Track: Customer Journey Showcase
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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.
29. Track: Customer Journey Showcase
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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
30. Track: Customer Journey Showcase
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Additional Information
available at
www.printidapp.com
31. Track: Customer Journey Showcase
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Q&A
Terry Messervy
Digital Logic
+ 61 407 804 688
terry.messervy@digital-logic.com.au
Eliot Harper
Digital Logic
+61 402 646 146
eliot.harper@digital-logic.com.au
Cody Clark
ExactTarget
+1 (317) 524-4681
cclark@exacttarget.com
Tom Dyson
SG360
+1 (484) 883-6429
tdyson@sg360.com
32. Track: Customer Journey Showcase
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HESTA Example
Additional information available at www.printidapp.com
33. Track: Customer Journey Showcase
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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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4
$50
Starbucks
Gift Card
35. Track: Customer Journey Showcase
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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
Editor's Notes
Processed 120 K 2pp records - format data, personalise, sort for maximum postal discount. – 2.37 mins