This document discusses strategies for creating more powerful and personalized customer communications. It highlights how using customer data and analytics can help target the right messages to the right customers, increasing relevance and driving better results. Specific techniques mentioned include using segmentation and QR codes to bridge physical and digital channels, facilitating customer interactions and tracking responses. The document argues that a multi-channel approach combining mail, email and other channels can boost engagement when messages are personalized.

2. Deliver more powerful,
personalized communications
li d i i
Presented by: With Special Guest:
Neil Rader Darrin Wilen
Vice President & General Manager President
Small-Medium Business Wilen Media
Kevin Klein
Principle Consultant
Customer Communication Management

3. Deliver more powerful,
personalized communications
Communication opportunities
Mail and direct marketing are
effective – really!
ff ti ll !
Techniques for driving results
Questions
IT’S A CHANCE
TO TALK TO ME

4. The world of customer relationships is
evolving from individual to multi-channel
l i f i di id l t lti h l
Behavioural
DATA Attitudinal
GeoLocation
Contextual
Feedback
Psychographic
Response
Transactional
Demographic
Address Address
Door
D Direct
Di
drop mail
Telephone
Inserts
IVR
ATM Facsimile
Email
Mobile
CHANNELS
Transactional Online
Social
Documents
Media
Unsolicited commercial mail
U li it d i l il Telemarketing Di
T l k ti Direct M k ti
t Marketing Fax M k ti
F Marketing E il SMS F
Email FaceBook
B k
1954 1960 1967 1980s 1992/4 2004 2011

5. Communications opportunities
Drive
Data Insight Strategy Communications
consumer
behavior Company
Increase Target Attract Offer Onboard Serve Grow/Retain
Reconnect
customer
satisfaction Best Customer Lifecycle
Revenue
Importance of
personalization Typical Customer Lifecycle
and relevance $0
Importance of
channel
Aware Consider Purchase Use Love/Leave Repeat/Loyalty
Consumer

6. The power of more
personalized communications
Names only
Static full color
Personalization
& full color
Database intelligence
& localization
l li ti
0% 100% 200% 300% 400% 500%
Source: Personalized and Database Printing, Romano / Boudy

7. Mail and direct marketing
are effective – really!
Multi-channel marketing creates
connections for brands and
ultimately builds customer l
lti t l b ild t loyalty
lt
According to the DMA, customers
that combine mail and email, can
increase response rates by 28%
PLEASE STOP SENDING ME
“UN”VALUABLE OFFERS
UN VALUABLE

8. Innovative techniques
for driving results
Effective targeting-use of analytics
g g y
Achieving relevance-use
analytics, segmentation
Bridging channels-QR codes
Facilitating customer friendly calls
to action-QR codes
Leveraging the transactional
communication
MAKE ME FEEL LIKE I AM MORE
THAN JUST ANOTHER CUSTOMER

9. Effective targeting
use of analytics
Deliver the right message to the right person
– The most critical part of your marketing campaign
Effective use of data
– Capture, organize and analyze will give targeted,
actionable information
It’s all about measurement
– Proper measurement and tracking of leads with result
in enhanced ROMI

10. Effective targeting and relevance-
the role of analytics
Data Insight
Integrating and Understanding and
enriching predicting customer
individual behaviour
customer data
Communications Strategy
Managing and Deciding and
connecting cross‐ executing on the
channel customer customer best next
communications action
“Pitney Bowes is shifting the discussion from a dialog centered on cost control and
efficiency to one that also incorporates driving revenue for its customers.”
IDC

11. Achieving relevance – use of
analytics and segmentation
l i d i
Personalized communications is key
– Every communication should be driven by knowing
y y g
and understanding your customer
– Not just about WHO they are but WHAT they do
Personalize messages to the individuals likes,
dislikes, past behaviors and buying patterns
Knowledge i power: T
K l d is Targeted relevant
d l
communications provides customers with major
competitive advantages

12. Analytics and segmentation –
creating insight
Location Analytics
• Risk Management
• Assets Location Analysis
• Campaign Analysis
• Real-time monitoring
• Routing
• p
Sales area optimization
Insight
Understanding and
Data predicting customer
Integrating and behaviour
enriching Campaign Analysis
individual
customer data
Customer Analytics • Offer management
• Customer • Uplift Modelling
segmentation & • Contact optimization
Communications Strategy
Managing and Deciding and targeting
connecting cross‐ executing on the • Propensity to churn
channel customer customer best
communications next action and purchase
• Customer Lifetime
Value (CLV) Analysis
( ) y

13. Bridging channels – QR Codes
Your audience is key
Delivering personalized, actionable and trackable
messages to your targeted audience
Where you deliver the message is as important
as the content of the message
QR Codes…ideal for data capture, response
from your target audience and reinforcement of
your promotional message

14. QR Codes
Bridging h i l di i l
B id i physical & digital
Connecting physical communications to the mobile world
– Targetable: Complimentary to segmenting and profiling
– Personalizable : Encoded PURL for a personal customer experience
– Actionable: Deliver richer content, facilitate customer self serve
including payments
– Trackable: Capture customer interest and facilitate ordering p
p g process

15. The new formula
4 color VDP f envelopes
l for l
The power of color…
Variable - Unique
No Converting
Real Time – Data Drives Messaging
No Inventory

16. The power of data
Key
ey
Message:
Data drives a
successful VDP
project

17. The power of data
Analyze the data you have
Create a data strategy
Create data specific messaging
Produce a relevant and measurable campaign
Measurement leads to success

18. New applications
Not for profits…
Being
B i personal works
l k
Use creative to drive response
Create an emotional connection

19. What do recipients really want?
The Future of Direct Mail
Mail*
According to a recent customer survey direct mail is the
“preferred” medium among most consumers for receiving
p g g
and evaluating information about products:
* 66% want "highly-personalized" offers,
rather than ones not personalized at all.
SOURCE: CAPV

20. Right message to the right audience

21. Leveraging transactional communications
95%+ of transactional mail is opened
1 and 3 minutes spent reading
transactional documents
Multiple views per document
Specific calls to action
7% of direct mailings read
8.5% of prospecting emails are
opened
76% of online purchases are
influenced by mail
y
Sources InfoTrends,ExactTarget and the Direct Marketing Association

22. The common denominator
– variable data
Application template
form document design
Transactional data
Personalized,
targeted insert
Personalized,
targeted onsert Personalized,
targeted “ensert”
All created with 100% variable data

23. Triggers
Transactional Data
Address/Cluster
Statement Whitespace

24. Realizing the transactional
communication opportunity
i i i
Characterization
– Transactional application
pp
– Consumer profile
– White space opportunity
Build the campaign
– Load digital assets
– Select business rules
Reporting

25. Best practices in transactional
multi channel communications
multi-channel
Maintain the Brand
Convert documents from
compliance to relationship
enhancing Marketing & Line of Business
can:
– Content/presentation Maximize existing real estate on
Build in linkages transactional statement
Infinite variety of inserts
– Customer service features Gain more messaging per ounce
Target customer messaging
– C ll t action enablers
Call to ti bl Quickly execute new campaigns
Maintain control of messaging
– Intelligent and relevant Integrate campaign based upon
offers results

26. ANY QUESTIONS?