2006 astech tom
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2006 astech tom Presentation Transcript

  • 1. www.astech-intermedia.com ASTECH DMADirect Marketing Automation
  • 2. Why Direct Mail? • Telemarketing is HARD • Do-not-call legislationChanging Your Perspective. • Outbound efforts greeted with antagonism • Low CPU; high delinquency • E-mail marketing is INSUFFICIENT • SPAM filters, abuse, viruses pose impediments • E-mail address databases lacking • Direct mail is… • Personal • Variable • Measurable • Comprehensive
  • 3. Direct Marketing Automation • Objectives • Leverage investment in MAAXChanging Your Perspective. • Segment • Automate • Evaluate • Personalize • Rapid, cost effective channel deployment • Enhanced audience & messaging granularity • Implement “best practice” applications • Minimize oversight requirements
  • 4. Resulting in… • Dramatic improvements in subscriber retentionChanging Your Perspective. • Increased sales productivity across all channels
  • 5. Underlying Assumptions • Retention of an existing customer is more profitable – in both the short- and long-termChanging Your Perspective. – than a new start • Marketing expenditures should be allocated accordingly • Retention begins with the acquisition • Focus on acquiring the RIGHT customers • DM part of an integrated channel strategy • Transactional data most powerful • The “typical” LIST/OFFER/CREATIVE ratios do not apply to newspapers
  • 6. The “Typical” PerspectiveChanging Your Perspective. Creative Offer List 30% 30% 40%
  • 7. The Newspaper PerspectiveChanging Your Perspective. Creative Offer List 20% 40% 40%
  • 8. The Partners • ASTECH InterMedia • Industry leader in marketing automation systemsChanging Your Perspective. • SourceLink • Specialists in one-to-one direct marketing production services
  • 9. ASTECH DMA Benefits • Consolidate print streams for multiple clients • Achieve production & postal discountsChanging Your Perspective. • Increase personalization to optimize response • Minimize delivery window • Improve customer relationships • Enhance acquisition productivity
  • 10. The DMA Process • MAAX CRM • Establish business rulesChanging Your Perspective. • Automate file output to… • SourceLink • Insert variable data and images • Batch in like format • Postal pre-sort, bar-coding • Produce electronic versions • Produce output • Insert in mail stream • Track delivery
  • 11. DMA Applications • Start verifications • Customer satisfaction surveysChanging Your Perspective. • Complaint response & disposition • Vacation re-starts • Renewal notices & payment reminders • Invoicing • Private party – nonsubs • Reactivations • Upgrades • New movers • Triggered acquisition
  • 12. Thank You www.astech-intermedia.com