• Share
  • Email
  • Embed
  • Like
  • Save
  • Private Content
Contact Strategy Presentation 2012
 

Contact Strategy Presentation 2012

on

  • 460 views

 

Statistics

Views

Total Views
460
Views on SlideShare
450
Embed Views
10

Actions

Likes
0
Downloads
0
Comments
0

2 Embeds 10

http://www.linkedin.com 8
https://www.linkedin.com 2

Accessibility

Categories

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

    Contact Strategy Presentation 2012 Contact Strategy Presentation 2012 Presentation Transcript

    • CONTACT STRATEGY One Method of Trigger Based Direct MarketingBruce ReznikDirector, Database MarketingBoardroom Inc.203-635-4090Brucerez@gmail.com 1
    • Objective Drive incremental sales by reaching out to recent paid customers. Personalized “Thank You” with a special message and offer. 2
    • Evolution Phase 1: Increase circulation by offering free trial subscription to all paid Book Buyers. Phase 2: Segment buyers and offer them targeted products. Phase 3: Dynamically personalize offer with name and product purchased. 3
    • Evolution (continued) Phase 4: Build models to screen out low scoring customers. Phase 5: Use models to re-target top scoring buyer groups. Phase 6: Add new buyers to the groups being promoted. 4
    • Evolution (continued) Phase 7: Test creative and products to different segments (such as genre, gender etc.). Phase 8: Add scoring to better target re-mail segments. Phase 9: Test formats. 5
    • Evolution (continued) Phase 10: Test offers. Phase 11: Test media. Phase 12: Test continuity products Phase 13: Test subject lines and envelope designs to get more customers into the email / envelope. 6
    • Quantity Promoted 800,000 700,000 600,000 500,000 400,000 300,000 200,000 100,000 0 2007 2007 2007 2007 2008 2008 Q1 Q2 Q3 Q4 Q1 Q2 Q1 2008 is more than triple Q1 2007 Q2 2008 is more than double Q2 2007 7
    • Net Subscriptions 14,000 12,000 10,000 8,000 6,000 4,000 2,000 - 2007 2007 2007 2007 2008 2008 Q1 Q2 Q3 Q4 Q1 Q2 Q1 2008 is 2.5 times Q1 2007 Q2 2008 is 1/3 higher than Q2 2007 8
    • Sample Contact Strategy Grid Choice #1  Choice #1List Name List Select (Female) (OT Female) Choice #2 Choice #3 Choice #4 100% Female BNH old env BNH old envHealth Book Top 85% otw HCF BLP BWH BNH new env BNH new env BLP old env BLP old envNONH Book Full 100%   HCF BNH BWH BLP new env BLP new envHBB & prior PB Rml 40% BLP BLP  HCF BNH  NHBB & prior PB Rml 40% BNH BNH BLP HCF  BB All & prior PB 3rd Wave 25% HCF BNH BLP    Health Pub  BWH BNH  BNH HCF BLP  Health Pub  HCF         BWH BNH BLP    Health Pub  BNH          BWH BLP HCF    NONH Pub BLP BWH BNH HCF    NONH Pub TMW BWH BNH BLP HCF  NONH Pub WTH BWH BNH BLP HCF  Health Pub  Rml 60%    BLP  BLP BNH HCF  NONH Pub Rml 60%    HCF HCF BNH BLP  PB All 3rd Wave 30% HCF HCF BNH BLP   Depending on what you’ve bought and who you are there are 58 possible cell assignments above Samples available to review… 9
    • Campaign Proximity Analysis Determine quantitative impact of test campaigns. Set strategy to minimize cost and maximize profits. 10
    • Campaign Proximity Analysis Net $ Per Order - House Names Net $ Per Order - Best (Multi) Names$10.00 $10.00 $9.00 $9.00 $8.00 $8.00 $7.00 $7.00 $6.00 $6.00 $5.00 $5.00 $4.00 $4.00 $3.00 $3.00 <7 <=7 =7 =6 >7 >10 >12 =14 >14 >16 <7 <=7 =7 =6 >7 >10 >12 =14 >14 >16  The greater the time between campaigns, the higher the net profit per order - But keep in mind the total profit dollars. NOTE: Data contains 5 years of campaign history 11
    • Mail Overlap Analysis Overlap Name Net Response Index 200 150 100 50 0 0 2 5 7 7 12 14 Days Since Last Mailing The actual net response rate for overlap names (i.e.best/recent multi-buyers) are typically 30-50% betterthan non-overlap names. But mailing them toofrequently reduces this edge. This is the line to straddlein order to maximize profits. 12
    • Thank You!Bruce ReznikDirector, Database MarketingBoardroom Inc.203-635-4090Brucerez@gmail.com 13