Contact Strategy Presentation 2012
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1 CONTACT STRATEGY CONTACT STRATEGY One Method of One Method of Trigger Based Trigger Based Direct Marketing Direct Marketing Bruce Reznik Bruce Reznik Director, Database Director, Database Marketing Marketing Boardroom Inc. Boardroom Inc. 203-635-4090 203-635-4090 [email protected] [email protected]
Transcript of Contact Strategy Presentation 2012
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CONTACT STRATEGYCONTACT STRATEGY One Method ofOne Method of Trigger Based Trigger Based
Direct MarketingDirect Marketing
Bruce ReznikBruce ReznikDirector, Database Director, Database Marketing Marketing Boardroom Inc.Boardroom [email protected]@gmail.com
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ObjectiveObjective
Drive incremental sales by reaching Drive incremental sales by reaching out to recent paid customers.out to recent paid customers.
Personalized “Thank You” with a Personalized “Thank You” with a special message and offer.special message and offer.
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EvolutionEvolution
Phase 1: Increase circulation by offering Phase 1: Increase circulation by offering free trial subscription to all paid Book free trial subscription to all paid Book Buyers.Buyers.
Phase 2: Segment buyers and offer them Phase 2: Segment buyers and offer them targeted products.targeted products.
Phase 3: Dynamically personalize offer with Phase 3: Dynamically personalize offer with name and product purchased. name and product purchased.
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Evolution (continued)Evolution (continued)
Phase 4: Build models to screen out low Phase 4: Build models to screen out low scoring customers.scoring customers.
Phase 5: Use models to re-target top Phase 5: Use models to re-target top scoring buyer groups.scoring buyer groups.
Phase 6: Add new buyers to the groups Phase 6: Add new buyers to the groups being promoted. being promoted.
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Evolution (continued)Evolution (continued)
Phase 7: Test creative and products to Phase 7: Test creative and products to different segments (such as genre, different segments (such as genre, gender etc.).gender etc.).
Phase 8: Add scoring to better target re-Phase 8: Add scoring to better target re-mail segments.mail segments.
Phase 9: Test formats.Phase 9: Test formats.
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Evolution (continued)Evolution (continued) Phase 10: Test offers.Phase 10: Test offers.
Phase 11: Test media.Phase 11: Test media.
Phase 12: Test continuity productsPhase 12: Test continuity products
Phase 13: Test subject lines and Phase 13: Test subject lines and envelope designs to get more envelope designs to get more customers into the email / envelope.customers into the email / envelope.
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Quantity PromotedQuantity Promoted
0
100,000
200,000
300,000
400,000
500,000
600,000
700,000
800,000
2007Q1
2007Q2
2007Q3
2007Q4
2008Q1
2008Q2
Q1 2008 is more than triple Q1 Q1 2008 is more than triple Q1 20072007 Q2 2008 is more than double Q2 2007Q2 2008 is more than double Q2 2007
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Net SubscriptionsNet Subscriptions
-
2,000
4,000
6,000
8,000
10,000
12,000
14,000
2007Q1
2007Q2
2007Q3
2007Q4
2008Q1
2008Q2
Q1 2008 is 2.5 times Q1 2007Q1 2008 is 2.5 times Q1 2007
Q2 2008 is 1/3 higher than Q2 2007Q2 2008 is 1/3 higher than Q2 2007
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List Name List Select
Choice #1 (Female)
Choice #1(OT Female) Choice #2 Choice #3 Choice #4
Health Book100% FemaleTop 85% otw
BNH old env BNH old env
HCF BLP BWHBNH new env BNH new env
NONH Book Full 100% BLP old env BLP old env
HCF BNH BWHBLP new env BLP new env
HBB & prior PB Rml 40% BLP BLP HCF BNH
NHBB & prior PB Rml 40% BNH BNH BLP HCF
BB All & prior PB 3rd Wave 25% HCF BNH BLP
Health Pub BWH BNH BNH HCF BLP
Health Pub HCF BWH BNH BLP
Health Pub BNH BWH BLP HCF
NONH Pub BLP BWH BNH HCF
NONH Pub TMW BWH BNH BLP HCF
NONH Pub WTH BWH BNH BLP HCF
Health Pub Rml 60% BLP BLP BNH HCF
NONH Pub Rml 60% HCF HCF BNH BLP
PB All 3rd Wave 30% HCF HCF BNH BLP
Sample Contact Strategy Sample Contact Strategy GridGrid
Depending on what you’ve bought and who you are there are Depending on what you’ve bought and who you are there are
58 possible cell assignments above58 possible cell assignments above Samples available to review…Samples available to review…
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Campaign Proximity Campaign Proximity AnalysisAnalysis
Determine quantitative impact of Determine quantitative impact of test campaigns. test campaigns.
Set strategy to minimize cost and Set strategy to minimize cost and maximize profits.maximize profits.
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Campaign Proximity Campaign Proximity AnalysisAnalysis
Net $ Per Order - House Names
$3.00
$4.00
$5.00
$6.00
$7.00
$8.00
$9.00
$10.00
<7 <=7 =7 =6 >7 >10 >12 =14 >14 >16
Net $ Per Order - Best (Multi) Names
$3.00
$4.00
$5.00
$6.00
$7.00
$8.00
$9.00
$10.00
<7 <=7 =7 =6 >7 >10 >12 =14 >14 >16
The greater the time between campaigns, The greater the time between campaigns,
the higher the net profit per order - But keep the higher the net profit per order - But keep in in mind the total profit dollars.mind the total profit dollars.
NOTENOTE: Data contains 5 years of campaign history: Data contains 5 years of campaign history
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Mail Overlap AnalysisMail Overlap AnalysisOverlap Name Net Response Index
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50
100
150
200
0 2 5 7 7 12 14
Days Since Last Mailing
The actual net response rate for overlap names The actual net response rate for overlap names (i.e. best/recent multi-buyers) are typically 30-(i.e. best/recent multi-buyers) are typically 30-50% better than non-overlap names. But mailing 50% better than non-overlap names. But mailing them too frequently reduces this edge. This is them too frequently reduces this edge. This is the line to straddle in order to maximize profits. the line to straddle in order to maximize profits.
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Thank You!Thank You!
Bruce ReznikBruce ReznikDirector, Database Marketing Director, Database Marketing Boardroom Inc.Boardroom [email protected]@gmail.com
