PLAYBOOK Q2 2015 FINAL Layout 1 -...
Transcript of PLAYBOOK Q2 2015 FINAL Layout 1 -...
Q2, 2015
In-depth direct
marketing expertise
The RR Donnelley Playbook is a quarterly
communication targeted to direct marketers
seeking insight into the most successful direct
mail trends and techniques designed to
increase ROI. Each issue reveals several of the
latest Power Plays that we've identified as
having produced notable results for direct
marketers.
As a direct marketer, you most likely run across
countless articles filled with tips and tricks
telling you how to be more successful. In this
Playbook, we’ve taken the knowledge that
we’ve acquired from investigating industry
sources and trade publications, and combined
them with our own insights from many years of
industry experience. Our goal is to provide you
with the most current and successful direct
mail techniques in the form of success stories
we call Power Plays, to help shorten and
smooth your path to success.
Targeted Segmentation #Q2151 / p. 1-2Notestick Personal Touch #Q2152 / p. 3-4Inline Variable Print Solution #Q2153 / p. 5-6Variable Data Maps #Q2154 / p. 7-8Conclusion / p. 9
Targeted Segmentation #Q2151
/ 1
Today’s marketers have a common goal – to
uncover those consumers most likely to respond to
their specific offer. To reach market-savvy
consumers, you need to be out there with the right
message, in the right media, and at the right time.
One of the tools that RR Donnelley uses to help
marketers find and reach out to their most profitable
customers with precision is Nielsen PRIZM®
marketing segmentation system. This versatile tool
utilizes 66 PRIZM segments that provide greater
targeting precision and can be used to answer
these key questions:
• Who are my customers?
• What are they like?
• What do they buy?
• Where can I find them?
• How can I reach them?
RR Donnelley helped a large retailer achieve
aggressive growth goals by developing targeted
direct mail programs using proven data segmentation
strategies in combination with the PRIZM system.
Confidential Between RR Donnelley and the Intended Recipient
Results
// Targeted Segmentation #Q2151 / 2
A prominent furniture retailer with 90 stores and
over 1.5 million customers saw a significant
improvement in sales when they collaborated
with RR Donnelley to develop targeted direct
mail programs involving data segmentation
strategies.
The results were twofold. They saw a 2%
increase in store purchases across all programs
mailed. In addition, the micro-targeted direct
mail campaigns achieved through PRIZM
marketing segmentation strategies created a
connected experience with customers that
increased engagement and drove brand loyalty.
The retailer is currently collecting 45,000
purchase records per month for their database.
Over 29,000 of those are from new customers!
Every record collected allows for increased
targeting precision in the future campaign
driving results even further.
Confidential Between RR Donnelley and the Intended Recipient
Notestick Personal Touch #Q2152
/ 3
Are you looking for a simple, yet compelling directmail format that will capture your audience’sattention from the very start? If so, a notestickadded to the outer envelope with a personalizedmessage may be the solution.
The removable notes can be mailed on postcards,envelopes, flats, catalogs and magazines to adda personal touch that highlights importantinformation or special targeted offers. They areeasily removed to can keep the information handy.
The USPS allows marketers to attach a 3” x 3”repositionable note to the outside of a mailingenvelope at no additional postage cost. Whenapplied properly, in accordance with USPSregulations, it can be mailed at automation rates.
RR Donnelley was one of the first to be approvedby the USPS to produce and apply these notes.This feature has helped improve results forcustomers in a variety of vertical segments.
Confidential Between RR Donnelley and the Intended Recipient
Results
// Notestick Personal Touch #Q2152 / 4
A large nonprofit customer was mailing a simplelettershop kit, and was beginning to see a fall offin response rates. They were looking for a newapproach to their Annual Appeal campaign thatwould improve response and increase donations.
RR Donnelley strategists suggested the followingtweaks to help increase openings and response:
• Produce the mailer inline with a closed-face outer
• Increase the amount of imaging throughout for a morepersonal appeal
• Add a 3” x 3” personalized note to the outer
• Add a faux printed note to the outer as a test against the actual note
The real note on the outer was the clear winnerwith a 20% lift in response over the lettershop kit.It also beat the faux note by a 15% margin. A highlypersonalized, closed-face outer mailpiece with arepositionable note is now the control for thisnonprofit marketer. They continue to testmessaging on the note to further enhance results.
Confidential Between RR Donnelley and the Intended Recipient
Inline Variable Print Solution #Q2153
/ 5
Use lettershop production or inline production?
Many marketers are asking themselves this
question when it comes to producing their
medium to long run direct mail print
communications. There is a place for both.
However, if you are one of the marketers taking
advantage of ‘big data’ to create highly targeted
campaigns for a true one-to-one experience,
I suggest that you consider inline production.
Take it a step further and produce your mailings
inline with 100% variable 4-color print. You can
reduce production and management costs
associated with conventionally produced static
print runs with:
• Fewer start-ups and plate changes
• Less component sourcing and trafficking
• Reduced postage and fewer mail strings
Confidential Between RR Donnelley and the Intended Recipient
Results
// Inline Variable Print Solution #Q2153 / 6
RR Donnelley has the flexibility to provide you
with either inline or lettershop production. And
we have the expertise to guide you to the right
solution. We recently engaged with a Managed
Care organization to find a more efficient
alternative to their Age-In program that was
being produced as a conventional lettershop kit
in multiple versions.
An inline single format solution was developed
utilizing RR Donnelley’s ProteusJetSM Multiweb
variable inkjet imaging technology. The client
was able to reduce production costs by over
30% and cycle time by 14 days. They also saw
6-figure annual postage savings through postal
optimization. Finally, they could now fulfill their
vision of delivering highly relevant messaging by
fully leveraging their database. Communicating
with their audience in a meaningful way is
extremely important in today’s highly
competitive managed care market.
Confidential Between RR Donnelley and the Intended Recipient
Variable Data Maps #Q2154
/ 7
In this day of GPS devices that provide
directions to just about anywhere you need to go,
who needs a map? The answer is, we all need
maps – more than ever. The phenomenon of web
enabled mapping has left many people
completely dependent on a map to find locations
such as retail stores, meeting venues,
restaurants and offices.
Printed maps used in direct mail have been
shown to improve response in a variety of ways.
Although printed maps cannot provide audio
turn-by-turn directions, they can provide printed
instruction and show a quick at-a-glance picture
of your location and how best to get there.
There are several styles of variable printed maps
available depending on what you are trying to
achieve. Pick from simple single (or multiple)
point store locator maps or more detailed route
maps showing how to get from point A to point B.
Confidential Between RR Donnelley and the Intended Recipient
Results
// Variable Data Maps #Q2154 / 8
A nonprofit organization has recently achievedastounding success using locator maps printed onpostcards to help build attendance at educationalevents held for members.
Prior to adding maps to their mailings, eventattendance was below what they anticipated. Theytested variable data maps supplied by locr® mapsand printed at RR Donnelley with our patentedProteusJetSM imaging technology. Maps indicatedthe event location closest to the individual’s home.Attendance skyrocketed and the postcard with amap is now their control. They experienced anincredible 75% increase in response and15% increase in event attendance.
The combination of adding variable maps alongwith vastly improved targeting of the mailing listsdrove huge response. The high attendance levelsprompted them to develop a demand model formanaging responses and locations. In highdemand areas they are now providing a map withseveral different event location options within apredetermined radius around the member’s home.
Confidential Between RR Donnelley and the Intended Recipient
We hope we have presented a few helpful
techniques that you can implement in your next
direct mail campaign to increase openings and
response.
Although each of the Power Play techniques
have been tested and approved by numerous
marketers, you should be diligent about testing
new concepts like these to confirm they deliver
the added openings and response you seek.
The key to maximizing results is to continue to
test into new and better lists, offers, formats
and messaging to create the most relevant
communications targeted to the individual.
Remember, be relevantand whatever you do,never stop testing!
In today’s world, that means becoming
comfortable with data analytics and CRM
initiatives as well as integrating direct mail
with multichannel marketing. These critical
elements have been embedded within many of
the Power Plays presented here.
/ 9
For more Power Play information, contact your RR Donnelley account representative
or call 800-722-9001. Our website is available at www.rrdonnelley.com.
Copyright © 2015 R. R. Donnelley & Sons Company.
All Rights Reserved.