Trigger marketing has become increasingly more important to direct-marketing firms gather more data on customer behavior and activities. In recent months, Darwill has helped customers with complex data-driven trigger marketing campaigns. Let’s take a look at what’s involved. Banks are facing a tough retail environment, with fewer people walking through the doors. This is due to the growing popularity of mobile, of ATM and of online banking. As a result, it’s become more challenging to market financial products to consumer. Darwill created a campaign for a regional bank, offering a more personalized marketing message while being able to respond in-real time to behavioral and to changing market condition. This bank used a series of pre-determined triggers to deliver high-level, personalized messages, based on the activity level of credit-card users. The typical mailings are 60-90,000 pieces a month, in a variety of sizes and formats. If new card holders are not active in the first month of card receipt, they are sent a creative piece to entice and to inform them about the card’s features. If they are in the promotional period, the offer - like 0% interest over 18 months - is reinforced. Even if they are active card users during this period, the promotion is emphasized, to build card usage behavior. Depending on usage patterns - which can be tracked with data - low-level users are incentivized with extra bonus points to reach the next to reward level. Rewards and point values are communicated clearly, including on the outside the self-mailer envelope, conveying the high value of the product. Once an active card holder, the journey of the customer is just beginning. Ancillary services, like online bill pay, are promoted with a series of on-going communications. Once a customer engages with these ancillary services, the likelihood of them leaving the bank is reduced. The bank also manages this program in conjunction with their call center, in anticipating of account closures. This high-level of service has improved customer retention significantly.
Marketing for the travel industry can also be challenging. Big glossy pictures in catalogs build anticipation for adventures far afield, but these bulky printed volumes can be inefficient and expensive. To help a travel company be more effective, Darwill established an on-going trigger campaign that delivered highly personalized content direct to customers based on their interaction with the brand. These communications increased acquisition and conversation rates exponentially, while delivering highly personalized and relevant content. For this travel client, when the customer requests information about a destination, a real-time printed piece is created based on that location, and related content. The custom catalog includes the customer’s name, information, pricing and more. The personalized journey continues even after the trip is booked, with the delivery of a personalized itinerary to the customer. Linking events - like booking a cruise - to personalized content can create new marketing opportunities. For example, for a financial services company, an opportunity to make an new promotional offer may arise when a customer pays off a home-equity loan. These opportunities connect brands to the customers’ every day life in a natural way. Savvy marketers know combining demographic and geographic data with actual customer desires with personalized content can drive sales. By Mark Pageau, vice president, sales and marketing, Darwill By Mark Pageau, vice president, sales and marketing email: email@example.com Twitter: mpageau