AccuData s Presenters

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Claire Stokes
5 years ago
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2 AccuData s Presenters Nate Petel SVP, Sales and Service Erika Serrano, MBA Product Manager, Marketing Solutions

3 Today We ll Uncover: The purchasing power of How marketing becomes an extension of direct mail Key considerations when combining the two channels

4 The Purchasing Power of 66% of online consumers made a purchase as a result of an marketing message 53% of respondents are more likely to communicate or purchase from a brand via computer 138% more money is spent by people that are marketed to via than those that aren t

5 Online Trends: and Shopping Ages % Ages % Ages % Ages % Ages % Netpop Research

6 is Not a Replacement for Direct Mail! is an extension of direct mail should be positioned as a complement to and reinforcement of existing direct mail programs Doing so can bring a boost in response rates for your clients and a boost in revenue for you

7 Key Considerations When Combining Postal and

8 Three Key Considerations: 1. The List 2. The Timing 3. The Branding

9 The List Ensure your client has the and postal component for each recipient to maximize impressions Appending Match and Deploy epostal Campaigns

10 Appending for Customer Data Receiving opt-in addresses that have been matched to an existing list of customer postal data The benefit is leveraging a new channel to reach current customers The average match rate on consumer appends is 25%, for business it s 15 20% Inquire as to how the recency and frequency of the addresses is handled The DMA s 2014 Statistical Fact Book showed that combining with direct mail could lead to an increase in response rates of up to 34%

11 Append in Action The End Client: A Midwest HVAC Company Industry standard open and click through rates for customer/loyalty s are 18% and 3%, respectively The Challenge: The Company wanted to utilize newly appended addresses to send out trigger-based s that would be used in addition to their direct mail reminders The Solution: data management and regular deployments The Outcome: Over the course of 12 months, the company s customer engagement increased when compared to the industry standards, but

12 Match and Deploy for Prospect Data Matching opt-in addresses to a prospect list of postal addresses so that an can be sent to those individuals To maintain compliance, addresses are not released to the end client The vendor partner will control the deployment of the campaign

13 Match and Deploy in Action The End Client: A Nationally-Recognized Auto Club The Challenge: New membership was stagnant with direct mail solicitations only Industry standard response rates for prospect marketing are.5 2% The Solution: By matching demographically-specific postal data to prospecting lists, we helped increase the number of impressions per recipient The Outcome: The client saw 1,243 conversions, a 2% response rate, which was double the number of conversions that they received through direct mail alone

14 epostal Data for Prospect Campaigns Using geographic, demographic, lifestyle, and firmagraphic data attributes to target prospective new customers with opt-in addresses Each record will have a postal address and address The vendor partner will control the deployment of the campaign 70% of consumers say they always open s from their favorite companies Exact Target

15 epostal Data Sample Sources Popularliving.com Studentsreview.com Netflix.com Expedia.com Asseenontv.com People.com Match.com Popular Selects Adult Age Children s Age Range Education Gender Home Year Built Homeownership Length of Residence Also Available Buying Activity Credit Cards Elderly Parents Grandchildren Home Loan Date Net Worth Vehicle Data Firmagraphics SIC/NAICS Codes Domain Job Title/Function Number of Employees Owner Gender Sales Volume Years in Business

16 Segmentation Using data-driven intelligence to create timely, relevant messages for specific audience segments Data provides you with the power to understand both current customers and prospects on a deeper level who they are, what they like This intelligence guides you in personalizing messaging and creative in a way that resonates with the reader In an American Marketer survey, 74% of adults said that they wished products and services were customized to their needs and tastes

17 The Timing The target audience needs to be touched multiple times to encourage engagement and response, and those touches need to be relevant Deliverability Trends Sending by Time Zones Who is Your Audience?

Deliverability Trends Email opens by time of day Email opens

18 Deliverability Trends opens by time of day opens by day of the week Average engagement period Multiple deployments

19 Deliverability Trends

AccuData s Guest Residential Engagement Solutions Sending Data by Time Attributes: Zone Age/Date of Birth Dwelling Type Estimated Income Home Owners Home Value

20 AccuData s Guest Residential Engagement Solutions Sending Data by Time Attributes: Zone Age/Date of Birth Dwelling Type Estimated Income Home Owners Home Value for Modeled more timely Credit Data deployment Square Footage Telephone Numbers Ask your ESP if this feature is available If not, consider segmenting your list

21 Who is Your Audience? Who you are speaking to impacts your send time Take into consideration their age, lifestyle, and occupation

The Branding Maintain consistency in both postal and email creatives use the same

22 The Branding Maintain consistency in both postal and creatives use the same messaging, design, and copy Brand Consistency Trending Techniques The Call to Action

23 Brand Consistency Complement print creative Use similar color schemes and imagery Speak with a similar tone and context

Digital Creative Develop email marketing creative that is complementary in design with your client s existing print creative Create a layout that encourages engagement images, buttons, links, and

24 Digital Creative Develop marketing creative that is complementary in design with your client s existing print creative Create a layout that encourages engagement images, buttons, links, and copy should be thoughtfully placed Design with the recipient s device in mind ensuring the is coded for optimal viewing on a variety of screen sizes Apply industry and design best practices With only up to 5 seconds to catch the attention of a prospective reader, creative optimization is essential

25 Consistency in Design

26 AccuData s Guest Residential Engagement Trending Solutions Data Content Attributes: Techniques Age/Date of Birth Dwelling Type Why Estimated Income Home Owners Home Value How Modeled Credit Data Square Footage What Telephone Numbers Start with Then focus on End with

27 The Call to Action The CTA tells the reader exactly what you want them to do

28 Cutco

29 And Now, We ll Address Your Questions!??? Follow us on and stay tuned for our $100 American Express gift card drawing!

30 Thank You for Attending! For more than 25 years, AccuData has been delivering printers, mail houses, brokers, and agencies top-notch data services that power their clientele's marketing initiatives. For more information on Marketing, or any of our other products and services, please

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