ASTECH DMA - Direct Marketing Automation

393 views

Published on

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
393
On SlideShare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
3
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

ASTECH DMA - Direct Marketing Automation

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

×