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Track: Customer Journey Showcase 
#CNX14 
#CNX14 
ROI: Automating Personalized Print 
and Digital Lifecycle Campaigns 
Cody Clark, Global Campaign Manager, ExactTarget 
Tom Dyson, VP SG360°INTEGRATions 
Terry Messervy, Commercial Director, Digital Logic 
Eliot Harper, Chief Technology Officer, Digital Logic
Track: Customer Journey Showcase 
#CNX14 
#CNX14 
ExactTarget Marketing Cloud 
Cody Clark, Global Campaign Manager
Track: Customer Journey Showcase 
#CNX14 
“Make an impression along the 
customer’s journey – give the 
sales rep an introduction.”
Track: Customer Journey Showcase 
#CNX14 
Campaign Types: 
1 2 3 
Quarterly 
Prospecting: 
Large-scale, product 
promotion intended 
as cold-call support 
for sales reps 
Event and 
Audience: 
Focused mailers 
supporting event 
follow-up and 
targeted audience 
interactions 
On-Demand: 
Launched mailings 
based on prospect 
interaction via digital 
channels and 
conversations
Track: Customer Journey Showcase 
#CNX14 
Quarterly Prospecting Campaigns 
• Large-scale 
• Customized and personalized 
• Introductory step for Sales Reps 
along their customer’s journey 
• Challenge: launched quarterly; leads 
can take some time before mailer is 
sent
Track: Customer Journey Showcase 
#CNX14 
Event and Audience Targeted Campaigns 
• Product, Event, or Industry-specific 
• Customized and personalized 
• Introductory step for Sales Reps 
along their customer’s journey; Or 
follow-up step along customer’s 
journey 
• Challenge: Timeliness – needs to be 
sent immediately following event to 
generate strongest response
Track: Customer Journey Showcase 
#CNX14 
#CNX14 
Blending Digital with Direct Mail 
Tom Dyson, VP SG360°INTEGRATions, 
www.linkedin.com/in/dysonthomas/
Track: Customer Journey Showcase 
#CNX14 
What We See Offline Often Influences Our Purchases 
An iProspect Study showed that 67% of Online Searches 
are driven by Offline Channels 
& 
39% Convert - Purchasing from the very company that caused 
them to launch the search 
Source: iProspect’s Offline Channel Influence on Online Search Behavior Study August 2007
Track: Customer Journey Showcase 
#CNX14 
Why Direct Mail continues to play an active role in an Online World 
Direct mail campaigns 
benefit from higher 
response rates than 
various other channels. 
Direct Marketing Association (DMA) , June 
2012
Track: Customer Journey Showcase 
#CNX14 
Why Direct Mail continues to play an active role in an Online World 
Data from the same DMA 
“2012 Response Rate Report” indicates that: 
 costs for direct mail are higher 
 but response rate is better for mail, 
 cost per order across direct mail, 
email, and paid search are roughly 
equal. 
It makes sense to combine 
the use of all 
Direct Mail is an 
important part of a 
Customer Journey
Track: Customer Journey Showcase 
#CNX14 
True Marketing Automation Must 
Address the Data, the Content, and 
the Response 
and 
Be Flexible to the Fickle Customer 
in Every Channel
Track: Customer Journey Showcase 
#CNX14 
Why Journey Management and Not Manual or Semi-Manual
Track: Customer Journey Showcase 
#CNX14 
Cody’s Quarterly – Triggered Journey’s Work 
Today the customer wants it when they are engaged not when we can engage 
200 
180 
160 
140 
120 
100 
80 
60 
40 
20 
0 
Triggers 
Quarterly Mailer 
Mobile 
Push 
Tweet Webinar
Track: Customer Journey Showcase 
#CNX14 
Ideas - Digital and Direct Mail that Works 
• Abandoned Cart - Send a direct mail triggered by an abandoned cart 
• Big Ticket Browsing - Direct mail triggered by prospect browsing by product category 
• Win Back/Reengagement - Reconnect via direct mail if your email is not responding 
• Email Opt In - Drive email opt-in with Direct Mail to Purl & QR code campaigns 
• Compliance - Link transactional email and s-mail to assure your customers always get 
the message 
• Reminder - Trigger a reminder email when a direct mail piece gets in home 
• Preference Management - via the channel they choose, email, mobile or direct mail.
Track: Customer Journey Showcase 
#CNX14 
#CNX14 
ExactTarget Marketing Cloud 
Cody Clark, Global Campaign Manager
Track: Customer Journey Showcase 
#CNX14 
On-Demand Example 
• Product-specific; Or latest white 
paper or promotional deliverable 
• Customized and personalized 
• Any spot among the customer’s 
journey: follow-up, introductory, or 
deal support/education 
• Challenge: Ease of use – currently 
require sales rep ordering mailer for 
interactions with their customers – 
need automation
Track: Customer Journey Showcase 
#CNX14 
#CNX14 
Digital Logic 
Terry Messervy, Commercial Director, Digital Logic 
Eliot Harper, Chief Technology Officer, Digital Logic
Track: Customer Journey Showcase 
#CNX14 
Why Printed Direct Mail is important 
• Personalised direct mail (65%) is the most influential channel of communication 
for customer retention* 
• After and websites (65%) TV (43%), personalised direct mail (43%) is considered 
the most useful communication channel for new customers looking to make a final 
purchase decision* 
• After websites (68%), personalised direct mail (48%) is the most influential 
channel for customers looking to make a final decision about switching brands* 
* ExactTarget 2012 Channel Preference Survey
Track: Customer Journey Showcase 
#CNX14 
Why Journey Builder & 
Printed Direct Mail are the 
Perfect Combination
Track: Customer Journey Showcase 
#CNX14 
Journey Builder + Printid™ 
Demonstration
Track: Customer Journey Showcase 
#CNX14
Track: Customer Journey Showcase 
#CNX14
Track: Customer Journey Showcase 
#CNX14
Track: Customer Journey Showcase 
#CNX14
Track: Customer Journey Showcase 
#CNX14
Track: Customer Journey Showcase 
#CNX14
Track: Customer Journey Showcase 
#CNX14
Track: Customer Journey Showcase 
#CNX14 
Benefits of Direct Mail & Journey Builder to ET 
Cost: Decreases costs per mail pack and uses most effective channels first, 
reducing waste & maximising ROMI 
Ease: Operated from within Salesforce ExactTarget™ Marketing Cloud a single 
platform to deploy all triggered print and digital communications 
Flexibility: Allows you to react to market response in the clients moment of need 
Control: Allows you to preset campaign parameters to suit your budget.
Track: Customer Journey Showcase 
#CNX14 
Benefits of Direct Mail & Journey Builder to ET cont… 
Speed: Automated all processes in real time, increases speed to market 
Simplicity: Requires only one contact, one brief, one set of data, one set of 
business rules and one platform, for all your cross-channel 
marketing campaigns 
Responsiveness: Responds to and records your customer’s digital body language 
Security: All data remains within one safe environment Salesforce 
ExactTarget™ Marketing Cloud - PDF print files provided to mailhouse
Track: Customer Journey Showcase 
#CNX14 
Additional Information 
available at 
www.printidapp.com
Track: Customer Journey Showcase 
#CNX14 
#CNX14 
Q&A 
Terry Messervy 
Digital Logic 
+ 61 407 804 688 
terry.messervy@digital-logic.com.au 
Eliot Harper 
Digital Logic 
+61 402 646 146 
eliot.harper@digital-logic.com.au 
Cody Clark 
ExactTarget 
+1 (317) 524-4681 
cclark@exacttarget.com 
Tom Dyson 
SG360 
+1 (484) 883-6429 
tdyson@sg360.com
Track: Customer Journey Showcase 
#CNX14 
HESTA Example 
Additional information available at www.printidapp.com
Track: Customer Journey Showcase 
#CNX14 
Take the after-session survey! 
Take the Survey in 
the Connections 
2014 Mobile App 
Join the 
Conversation! 
#CNX1 
4 
$50 
Starbucks 
Gift Card
Track: Customer Journey Showcase 
#CNX14
Track: Customer Journey Showcase 
#CNX14 
CUSTOMER JOURNEY 
SHOWCASE 
MARKETING 
THOUGHT LEADERS 
EMAIL MARKETING PRODUCT STRATEGY 
& ROADMAP 
PERSONAL 
TRANSFORMATION 
& GROWTH 
SOCIAL MARKETING MOBILE & WEB 
MARKETING 
DEVELOPERS HANDS-ON 
TRAINING 
INDUSTRY 
TRENDSETTERS 
CREATIVITY & 
INNOVATION 
SALESFORCE FOR 
MARKETERS 
ROUNDTABLES

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#CNX14 - Talk About Returns: Automating Personalized Print and Digital Lifecycle Campaigns Increases ROI and Response

  • 1. Track: Customer Journey Showcase #CNX14 #CNX14 ROI: Automating Personalized Print and Digital Lifecycle Campaigns Cody Clark, Global Campaign Manager, ExactTarget Tom Dyson, VP SG360°INTEGRATions Terry Messervy, Commercial Director, Digital Logic Eliot Harper, Chief Technology Officer, Digital Logic
  • 2. Track: Customer Journey Showcase #CNX14 #CNX14 ExactTarget Marketing Cloud Cody Clark, Global Campaign Manager
  • 3. Track: Customer Journey Showcase #CNX14 “Make an impression along the customer’s journey – give the sales rep an introduction.”
  • 4. Track: Customer Journey Showcase #CNX14 Campaign Types: 1 2 3 Quarterly Prospecting: Large-scale, product promotion intended as cold-call support for sales reps Event and Audience: Focused mailers supporting event follow-up and targeted audience interactions On-Demand: Launched mailings based on prospect interaction via digital channels and conversations
  • 5. Track: Customer Journey Showcase #CNX14 Quarterly Prospecting Campaigns • Large-scale • Customized and personalized • Introductory step for Sales Reps along their customer’s journey • Challenge: launched quarterly; leads can take some time before mailer is sent
  • 6. Track: Customer Journey Showcase #CNX14 Event and Audience Targeted Campaigns • Product, Event, or Industry-specific • Customized and personalized • Introductory step for Sales Reps along their customer’s journey; Or follow-up step along customer’s journey • Challenge: Timeliness – needs to be sent immediately following event to generate strongest response
  • 7. Track: Customer Journey Showcase #CNX14 #CNX14 Blending Digital with Direct Mail Tom Dyson, VP SG360°INTEGRATions, www.linkedin.com/in/dysonthomas/
  • 8. Track: Customer Journey Showcase #CNX14 What We See Offline Often Influences Our Purchases An iProspect Study showed that 67% of Online Searches are driven by Offline Channels & 39% Convert - Purchasing from the very company that caused them to launch the search Source: iProspect’s Offline Channel Influence on Online Search Behavior Study August 2007
  • 9. Track: Customer Journey Showcase #CNX14 Why Direct Mail continues to play an active role in an Online World Direct mail campaigns benefit from higher response rates than various other channels. Direct Marketing Association (DMA) , June 2012
  • 10. Track: Customer Journey Showcase #CNX14 Why Direct Mail continues to play an active role in an Online World Data from the same DMA “2012 Response Rate Report” indicates that:  costs for direct mail are higher  but response rate is better for mail,  cost per order across direct mail, email, and paid search are roughly equal. It makes sense to combine the use of all Direct Mail is an important part of a Customer Journey
  • 11. Track: Customer Journey Showcase #CNX14 True Marketing Automation Must Address the Data, the Content, and the Response and Be Flexible to the Fickle Customer in Every Channel
  • 12. Track: Customer Journey Showcase #CNX14 Why Journey Management and Not Manual or Semi-Manual
  • 13. Track: Customer Journey Showcase #CNX14 Cody’s Quarterly – Triggered Journey’s Work Today the customer wants it when they are engaged not when we can engage 200 180 160 140 120 100 80 60 40 20 0 Triggers Quarterly Mailer Mobile Push Tweet Webinar
  • 14. Track: Customer Journey Showcase #CNX14 Ideas - Digital and Direct Mail that Works • Abandoned Cart - Send a direct mail triggered by an abandoned cart • Big Ticket Browsing - Direct mail triggered by prospect browsing by product category • Win Back/Reengagement - Reconnect via direct mail if your email is not responding • Email Opt In - Drive email opt-in with Direct Mail to Purl & QR code campaigns • Compliance - Link transactional email and s-mail to assure your customers always get the message • Reminder - Trigger a reminder email when a direct mail piece gets in home • Preference Management - via the channel they choose, email, mobile or direct mail.
  • 15. Track: Customer Journey Showcase #CNX14 #CNX14 ExactTarget Marketing Cloud Cody Clark, Global Campaign Manager
  • 16. Track: Customer Journey Showcase #CNX14 On-Demand Example • Product-specific; Or latest white paper or promotional deliverable • Customized and personalized • Any spot among the customer’s journey: follow-up, introductory, or deal support/education • Challenge: Ease of use – currently require sales rep ordering mailer for interactions with their customers – need automation
  • 17. Track: Customer Journey Showcase #CNX14 #CNX14 Digital Logic Terry Messervy, Commercial Director, Digital Logic Eliot Harper, Chief Technology Officer, Digital Logic
  • 18. Track: Customer Journey Showcase #CNX14 Why Printed Direct Mail is important • Personalised direct mail (65%) is the most influential channel of communication for customer retention* • After and websites (65%) TV (43%), personalised direct mail (43%) is considered the most useful communication channel for new customers looking to make a final purchase decision* • After websites (68%), personalised direct mail (48%) is the most influential channel for customers looking to make a final decision about switching brands* * ExactTarget 2012 Channel Preference Survey
  • 19. Track: Customer Journey Showcase #CNX14 Why Journey Builder & Printed Direct Mail are the Perfect Combination
  • 20. Track: Customer Journey Showcase #CNX14 Journey Builder + Printid™ Demonstration
  • 21. Track: Customer Journey Showcase #CNX14
  • 22. Track: Customer Journey Showcase #CNX14
  • 23. Track: Customer Journey Showcase #CNX14
  • 24. Track: Customer Journey Showcase #CNX14
  • 25. Track: Customer Journey Showcase #CNX14
  • 26. Track: Customer Journey Showcase #CNX14
  • 27. Track: Customer Journey Showcase #CNX14
  • 28. Track: Customer Journey Showcase #CNX14 Benefits of Direct Mail & Journey Builder to ET Cost: Decreases costs per mail pack and uses most effective channels first, reducing waste & maximising ROMI Ease: Operated from within Salesforce ExactTarget™ Marketing Cloud a single platform to deploy all triggered print and digital communications Flexibility: Allows you to react to market response in the clients moment of need Control: Allows you to preset campaign parameters to suit your budget.
  • 29. Track: Customer Journey Showcase #CNX14 Benefits of Direct Mail & Journey Builder to ET cont… Speed: Automated all processes in real time, increases speed to market Simplicity: Requires only one contact, one brief, one set of data, one set of business rules and one platform, for all your cross-channel marketing campaigns Responsiveness: Responds to and records your customer’s digital body language Security: All data remains within one safe environment Salesforce ExactTarget™ Marketing Cloud - PDF print files provided to mailhouse
  • 30. Track: Customer Journey Showcase #CNX14 Additional Information available at www.printidapp.com
  • 31. Track: Customer Journey Showcase #CNX14 #CNX14 Q&A Terry Messervy Digital Logic + 61 407 804 688 terry.messervy@digital-logic.com.au Eliot Harper Digital Logic +61 402 646 146 eliot.harper@digital-logic.com.au Cody Clark ExactTarget +1 (317) 524-4681 cclark@exacttarget.com Tom Dyson SG360 +1 (484) 883-6429 tdyson@sg360.com
  • 32. Track: Customer Journey Showcase #CNX14 HESTA Example Additional information available at www.printidapp.com
  • 33. Track: Customer Journey Showcase #CNX14 Take the after-session survey! Take the Survey in the Connections 2014 Mobile App Join the Conversation! #CNX1 4 $50 Starbucks Gift Card
  • 34. Track: Customer Journey Showcase #CNX14
  • 35. Track: Customer Journey Showcase #CNX14 CUSTOMER JOURNEY SHOWCASE MARKETING THOUGHT LEADERS EMAIL MARKETING PRODUCT STRATEGY & ROADMAP PERSONAL TRANSFORMATION & GROWTH SOCIAL MARKETING MOBILE & WEB MARKETING DEVELOPERS HANDS-ON TRAINING INDUSTRY TRENDSETTERS CREATIVITY & INNOVATION SALESFORCE FOR MARKETERS ROUNDTABLES

Editor's Notes

  1. Processed 120 K 2pp records - format data, personalise, sort for maximum postal discount. – 2.37 mins