Triggered Direct Mail · Key Takeaways –Triggered Marketing Is Highly Effective Important Events...

Triggered Direct Mail

Spend Less & Get A Better Response

Dennis Kelly

Postalytics CEO

dennis@postalytics.com

www.postalytics.com@postalyticswww.postalytics.com/blog

Agenda

What Is Triggered Marketing, And Why Do We Care?

Why And How Marketers Are Using Triggered Direct Mail

Let’s See It – Campaign Review

What Is Triggered Direct Mail?

What Is Triggered Marketing?

Marketers ID Critical Events In The Lifecycle

That Kick Off Specific Marketing Activities

What Is Not Triggered Marketing?

Broadcasted Brand Events

Sale Announcement

Content Publication

Lead Gen/Prospecting

2 Types Of Triggered Marketing Events

Demographic Events Behavioral Events

Behavioral Triggers Usually Means Email Or Digital Media

Welcome Series

Abandoned Shopping Cart

Because Online Behavior Is Often The Trigger

It’s Easy

It’s Collected, Sold and Re-Sold All Day Long

How Are Behavioral Triggers Managed & Organized Into Campaigns?

Marketing Automation Workflows Drive Everything

Behavioral Trigger Usage Has Grown With Marketing Automation Adoption

So Why Is Triggered Marketing A Big Deal?

It Works! Really Really Well!

Triggered Campaigns Get Better Results

Source: Get Response Email Marketing Benchmarks

Triggered Campaigns Get Better Results

Source: Blueshift Benchmark Report: Trigger Based Marketing

624% Better At Driving Sales =

2 Big Reasons

Segmentation

#1 – Triggered Campaigns Are Better Marketing

Timing

Personalization

I was looking at shoes because I’m interested in buying shoes

I was just now looking at shoes, now I see an ad for shoes….

I was looking at men’s brown hiking shoes, now I see an ad for men’s brown hiking shoes….

#2 - Triggered Campaigns Scale

Key Takeaways – Triggered Marketing Is Highly Effective

Important Events In the Customer Lifecycle Become Triggers

Behavioral Triggers = Fast, Easy & Automated

Better Marketing & Highly Scalable

So What About Triggered Direct Mail?

Demographic Events

New Mover Campaign 60-90 Day Cycle

Why Hasn’t Direct Mail Penetrated Behavioral Triggers?

Batch vs. Drip

Immediate vs Delayed

Why Should Direct Mail Penetrate Behavioral Triggers?

Scale Has Created A Problem!

Digital Marketing Overload – Messages Aren’t Being Viewed

269 billion emails/day worldwide

Americans see 4,000 digital ads per day!

Digital Marketing Overload – Messages Aren’t Being Viewed

DM Response Rates are up – over 50%!

While Direct Mail Response Rates Have Increased

Technology Can Now Solve Drip & Immediacy Problems

Direct Mail Automation Plugs Into The Martech Stack

2 Way Integrations with Marketing Automation

Volume can enable “drips” vs. batches that work economically

Timing is instant, production daily

Marketers Can Deploy Behaviorally Triggered Direct Mail

To Augment Their Digital Marketing!

Example #1 – New Customer Onboarding Workflow SaaS Tool

Trigger – New Customer Recorded

Immediate – CSM Email & CEO Letter

Week 1 – Help Emails every 48 hours, webinar invite postcard & email

Weeks 2-4 – Help Emails or setup call with CSM, 3 email non openers – postcard re-awaken

New Customer Onboarding Workflow Results – 9 Month Cohort Study

40% Decline in 1st Month Churn (11% to 6.5%)

200% + increase in Customer LTV

Example #2 – B2B Ecommerce Winback Campaign

Trigger – No Orders Or Emails Opened 6 Months

Immediate – Large Postcard Offer #1

Weeks 2-6 Large Postcard Offers #2-6, Weekly personal emails from newly assign Customer Service Reps

B2B Ecommerce Win-Back Results

Dead Customer Order Volume Increase – 140%

500% increase in ROI of existing email only win-back

Key Takeaways – Why Does Triggered Direct Mail Augment Digital Marketing?

Scale of digital marketing has created a problem

Direct mail can now seamlessly plug in to marketing automation

Behaviorally Triggered Direct Mail can deliver segmented, timed and personalized mailpieces to boost campaign metrics

POSTALYTICS INSERTS DIRECT MAIL INTO THE MARKETING TECH STACK

Native, 2 way integrations with Marketing Automation & CRM

Modern REST API’s to easily integrate with other tools in the stack

100% Cloud based – infinitely scalable

Thank You!

Let’s Talk:

Dennis Kellydennis@postalytics.com(781) 206-8990@djkelly1

Triggered Direct Mail · Key Takeaways –Triggered Marketing Is Highly Effective Important Events...

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