2. NEOPOST –
EUROPE’S NUMBER 1
SUPPLIER OF MAILING
SOLUTIONS
Welcome to our guide to creating effective
Multi-Channel Communications, which we
have produced with support from the DMA.
Multi-Channel Communications is a concept
that has developed over the last few years
as technology enables more methods of
customer communication.
In this guide, we will give you an
insight into:
• Is this a real and successful means
of generating more business or just
a marketing buzzword?
• How your organisation can use
Multi-Channel Communication to connect
more effectively with your customers
AGREED
that evolving into an
effective multi-channel
marketing company
will drive more sales
and profit.
AGREED
that successfully
integrating multiple
channels under a single
integrated marketing
strategy is crucial to their
long-term success.
THE DMA – REPRESENTING
THE UK’S ONE-TO-ONE
MARKETING INDUSTRY
The DMA is the professional body for the
one-to-one marketing industry.
The DMA is the industry voice in discussions
with the Government, Royal Mail and other
key organisations.
There is a wealth of knowledge within the DMA,
which we’ve used to produce this guide.
77%
86%
SOURCE: Forrester - The Multi-Channel Maturity
Mandate (August 2012)
3. RATING
FREQUENCY
BRAND
INTERACTION
RATING POINTS
BRAND LIFT
REACH
ROI
COST PER LEAD
REAL METRIC
NEW CUSTOMER
QUANTIFIABLE
LEAD
WHAT IS MULTI-CHANNEL COMMUNICATIONS?
KNOW YOUR CUSTOMERS
ABOVE
THE LINE
BELOW
THE LINE
We think that Multi-Channel Communication can be defined as
the use of online and offline channels to communicate with
target customers. As technology improves and an increasing
number of consumers turn to online channels for information
and other activities like interacting with businesses and brands,
consumer demand for multiple channels of communication
is growing.
Multi-Channel Communications add more
dimensions to methods of connecting with
customers and require an understanding
of the way that customers use channels.
TV
RADIO
OUTDOOR
NEWSPAPER
MAGAZINE
SOCIAL MEDIA
TRADE MARKETING /
SAMPLING
ROAD SHOWS / DOOR
TO DOOR
PROMOTION / SELLING
EVENT MANAGEMENT
DIRECT MAIL
EMAIL
WOW
WOW
WOW
SMS
SMS
How do they prefer
to be contacted?
How do they
respond and
purchase?
What can you
realistically
expect from
certain channels?
4. WHY HAVE MULTI-CHANNEL COMMUNICATIONS
SENDING
RESPONDING
EVOLVED?
The growth in technology has enabled
the rise of Multi-Channel Communications.
With the rise of newer technologies such as
email, SMS and social media, there are many
more facilities to send communications and
receive a response. More traditional methods
such as direct mail and telemarketing have
also seen developments that enhance impact
and efficiency.
Customers are more able to
receive and react to messages
with the advent of smartphones
and tablets.
More sophisticated technology means
that facilities can be included in websites
for customers to request information and
purchase products as soon as they receive
a message.
*1004 people sampled
INVOICE REMITTANCE
SMS
WOW
BUY
29%PEOPLE SAID
INFORMATION
SUPPLIED
DIFFERED BY
CHANNEL*
14% GROWTH OVER
THE LAST YEAR
SMARTPHONE OWNERSHIP
IN THE UK
(72%)
2014
2013
(58%)
SOURCE: Text Local - The Mobile Customer
Experience Report
SOURCE:Deloitte-ConsumerReview(2013)
7in
10PEOPLE
OWN A
SMARTPHONE
5. WOW
SMS
This is
how I
want it
KEEP ME POSTED
www.keepmeposteduk.com
An example of this pressure is
the Keep Me Posted campaign,
which has been launched by a
partnership of charities, interest
groups and businesses. It is
lobbying service providers and
government to give consumers
the choice as to how they receive
information, especially paper bills
and statements.
USE ONLINE
MANAGEMENT
SOFTWARE TO
STORE YOUR
CUSTOMERS’
CHANNEL
PREFERENCES
AND MANAGE
SENDING OUT
COMMUNICATIONS
IT’S WHAT CUSTOMERS WANT
of adults want
to choose how
they receive their
information
81%
of adults do not like it
when companies take
away their right to
choose how they are
communicated
with
84%
Customer pressure has been a key
driver in the growth of Multi-Channel
Communications. Consumers and businesses
are reacting against organisations who
change methods of communication from
paper to exclusively digital. The objective
must be to listen to your customers and
deliver information in the manner that they
feel is appropriate.
SOURCE:KeepMePosted(2013)
6. IT W RKS!
USE MORE CAMPAIGN CHANNELS FOR BETTER BUSINESS RESULTS
✔
l When print was the only channel used in a campaign,
the average response rate was 6%, with a conversion
rate of 16.2%.
l When email was added into the mix, the response
rate rose to 7.6% and the conversion rate rose
to 18.3%.
l When print and a web landing page were combined,
the average response rate was 7.6% with a
conversion rate of 15.3%.
l When email was added into the campaign,
the response rate increased to 8.2%
with a higher conversion rate of 16.5%.
l When print, email, a web landing page and mobile
marketing were used, the response rate increased to
8.7% with a higher conversion rate of 16.5%
l When print, email personalised URLs and mobile
were used together, the response rate jumped
to 8.7% and the conversion rate rose to 19.0%.
The increased response rates that organisations are seeing from Multi-Channel communications
show that it really does work. An InfoTrends study found that:
These results are typical for well-produced personalised marketing campaigns.
WOW
AND INCREASES RESPONSE RATES
SMS
A CROSS-MEDIA CAMPAIGN
WILL SEE ON AVERAGE A
HIGHER RETURN
ON INVESTMENT33%SOURCE: Printing Industries Alliance (2013)
(Percentage of respondents
who then purchased
or converted to
new business)
Percentage of people responding to campaign
SOURCE: InfoTrends - Understanding Vertical Markets Enterprise Communications Requirements (2012)
6.0%
PRINTONLY
16.2%
7.6%
PRINT
EMAIL
18.3%
7.6%
PRINT
WEBLANDINGPAGE
15.3%
8.2%
PRINT
EMAIL
WEBLANDINGPAGE
16.5%
8.7%
PRINT
EMAIL
WEBLANDINGPAGE
MOBILEMARKETING
16.5%
8.7%
PRINT
EMAIL
WEBLANDINGPAGE
MOBILEMARKETING
19.0%
7. SOURCE: Murphy Murphy - Leading on the Edge of Chaos (2002)
60
%
80
%
L VE YOUR CUSTOMERS
AND INCREASE THEIR VALUE
of customers
LEAVEbecause they
perceive you
to be indifferent
to them
COMPANIES THAT PRIORITISE
THE CUSTOMER EXPERIENCE
GENERATE 60%
HIGHER PROFITS
THAN THEIR COMPETITORS
FUTURE
PROFITS
WILL COME FROM
20% OF YOUR
EXISTING CUSTOMERS
SATISFIED CUSTOMERS TELL 9 PEOPLE HOW HAPPY THEY ARE
DISSATISFIED CUSTOMERS TELL 22 PEOPLE OF THEIR BAD EXPERIENCE
2%
10%
=
Reducing your customer defection rate by 5%
can increase profitability by 25 to 125%
25-125%
5%
TIMES
the cost
Acquiring new customers
can cost as much as five times more than
keeping existing customers happy
5
A 2% increase in customer retention has the
same effect as decreasing costs by 10%
68%
8. ££££££
EFFICIENCY AND
COST SAVING
Giving your customers information in
formats that they want is obviously a key
consideration. Adopting a Multi-Channel
Communication strategy can also result
in increased efficiency and cost saving for
your business. This is the case for both
outbound and incoming communication.
OUTBOUND
l You can use the same creative
approach, proposition and offer
strategy across all channels.
This provides a consistent image
and saves on cost
l Use of email, where customers
will accept it, reduces paper and
postage bills
l Technology can cut manual
processes and increase
staff efficiency
INBOUND
l Enable response by email or to
website to minimise Freepost or
Business Reply postal charges
l Response received by digital
channels enables you to react
more quickly
Neopost is the key ingredient to improved Multi-Channel
Communications at Ranson UK - go take a look at this
case study at www.neopost.co.uk/ranson
In Germany alone, businesses wasted
more than
(US$1.5billion) a year on
unproductive marketing - often due to
a narrow focus on single channels.
¤1 BILLION
SOURCE: Booz Co - Multi-Channel
Customer Management
Delighting Customers, Driving Efficiency (2010)
9. £
MULTI-CHANNEL COMMUNICATIONS
THE COMPONENT PARTS
There are many different channels that could
be used to target customers including TV,
radio, and outdoor advertising. We will focus
on what, for most businesses, are the most
relevant and prevalent. These are:
l DIRECT MAIL
l EMAIL
l TELEPHONE MARKETING
l WEBSITE AND CONTENT
MARKETING
l SMS
l SOCIAL MEDIA
In the following section, we will examine
how you can use each of these channels
in more detail and how you can combine
them to maximise the effectiveness of
your communications.
WOW
10. DATA RULES!
Accurate customer data is critical
to the successful implementation
of a Multi-Channel Communication
programme. It is also a must have
for all businesses. The Experian Global
Data Report 2014 found the following:
• Inaccurate data costs businesses
and fundamentally impacts on their
performance
• The average organisation loses 12%
of its income because of bad contact
data, through wasted marketing spend
and resources as well as lost productivity
• But the hidden costs may be even greater
– 28% of those who have had problems
delivering email because of bad data say
that customer service has suffered as a
result, while 21% experienced
reputational damage
of businesses
dependent on
databases have
reported that
they believe
some aspect of
the data they
hold is:
MOST THINK
THIS IS
MORE THAN
A QUARTER
94%
FLAWED
of companies that
INVESTED
in better data quality saw their
PROFITS INCREASE
last year
90%
HOW TO
To find out how to get more from your database go to:
www.dma.org.uk/guide/data-guide
SOURCE: Experian - Global Data Quality Research (2012)
SOURCE:Experian-GlobalDataQualityResearch(2013)
Investment in improving data accuracy
has the power to more than compensate.
Worldwide, the average increase in profits
was almost
£1
MILLION
per year*
*Over £940,000*Over £940,000
11. ‘ONE PIECE OF DATA CAN
CHANGE THE WAY YOU SEE
OR COMMUNICATE WITH
A CUSTOMER’
If email becomes your customers’ preferred
means of communication –
do you have an accurate email address
for ALL contacts? Does your database enable
you to maintain this?
1
ASSESS
what customer
data should be
collected based
on your
business goals
3
AUDIT
your data and
identify where
errors are
occurring
4
CAPTURE
data accurately
at the
point of
entry
2
IDENTIFY
within the business
where you can
obtain data
1
INSTIGATE
a data
maintenance
regime
3
STRIVE
to ensure
each record
is complete
4
BE
PREPARED
to amend your
data collection
regime to
support business
requirements
2
ASSESS
what you can do
in-house?
DATA
COLLECTION
RULES
DATA
MAINTENANCE
RULES
SOURCE: Experian - Data quality, The Key to Unlocking
Cross Channel Returns (2013)
DATABASE
12. 2/3rds
OF PEOPLE KEEP MAIL
FOR FUTURE REFERENCE
Direct mail has long played a key role in
communication with customers. This could
be for marketing or transactional mail such
as invoices, statements, etc. There is a
perception that mail has fallen out of favour
and has been superseded by the ostensibly
cheaper alternative of email, however recent
research by the DMA dispels that theory.
People continue to value direct mail and
printed communications from brands,
finding that it plays a seamless role within
their connected worlds, offers some
qualities not found in other comms and
is an essential part of the overall
brand experience.
Direct mail remains a vital component
in any communication programme and
is welcomed by customers.
It is most effective at:
l
Providing information
l
Generating a response
DIRECT MAIL TRIGGERS
AN ONLINE RESPONSE
58%MORE LIKELY TO CLICK A LINK
IF THEY RECEIVED SOMETHING
IN THE POST
67%REFER TO MAIL WHEN
SEARCHING FOR A PRODUCT
OR SERVICE ONLINE
Neopost and the DMA produced the ‘Practical Guide to
Creating Effective Direct Mail Campaigns’ - go to
www.neopost.co.uk/dmaguide to download your free copy.
PLANNING BUDGET
TARGETDATA
CREATIVEPRODUCTION
POSTRESPONSE
A
PRACTICAL
GUIDE TO CREATING
EFFECTIVE
DIRECT MAIL
CAMPAIGNS
SMART IDEAS FOR
SUCCESSFUL
COMMUNICATION
PEOPLE TAKE DIRECT
MAIL SERIOUSLY
79%OF CONSUMERS
REACT TO DIRECT
MAIL IMMEDIATELY
hello!
SOURCE:DMA-WhyDirectMailStillMatters(2013)
SOURCE:DMA-DirectMailDrivesDigitalResponse(2011)
HOW TO
To find out how to get the best from
direct mail go to:
www.neopost.co.uk/dmaguide
WOW
WOW
DIRECT MAIL
13. EM@ILThere has been an obvious growth in
email traffic over the last 10 years.
It can be a very cost-effective method of
contacting customers with offers and links
to websites. There are a number of email
service providers and also packages that
can be purchased to implement campaigns
in-house.
WHAT CAN YOU DO
WITH EMAIL?
1. INCREASE SALES
CONVERSIONS
Prospects may require up to nine
‘touches’ before making a buying
decision.
2. GENERATE REPEAT SALES
Keeping in touch on a regular basis
can generate repeat sales and improve
customer loyalty.
3. UP-SELL AND CROSS-SELL
YOUR PRODUCTS
Email provides a great opportunity
for you to help customers order “one
more” product while they’re in the
mood to buy.
4. GAIN FEEDBACK FROM
YOUR VISITORS
Email in particular provides your
customers with a unique opportunity
to give honest feedback.
5. DRIVE WEB USERS TO
OFFLINE PURCHASES
Email marketing is often a catalyst for
web users to purchase offline. More
than half of users in one survey had
made a purchase offline after receiving
an email promotion.
Receiving response – email enables
responders to get to you quickly.
Ensure you are set up to receive response
and capture important information.
SOURCE: DMA - Email Tracking Report (2013)
HOW TO
Visit the DMA website to find out to
construct a successful email campaign
www.dma.org.uk/guide/email-guide
Consumers who
receive email spend
83%more when
shopping
90%of consumers subscribe
to emails from
trusted brands
14. TELEPHONE
MARKETING
Telephone marketing is extremely effective
when deployed as part of a Multi-Channel
Communication programme. It can be
used for both outbound and inbound calls,
enabling you to speak to customers directly
about their requirements.
1. Telemarketing can work with either
‘cold’ or ‘warm’ lists –
You can use telemarketing to acquire
new customers and clients, close deals
and progress leads with people you’ve
already contacted or even sell to
existing customers.
2. It’s direct and elicits a direct response
This means immediate results
regardless of your objective.
3. It’s human!
Good telemarketers can listen as
well as talk.
4. It increases the effectiveness
of other marketing efforts
This is particularly true when linked
with direct mail.
5. It can generate key customer
and marketplace data
You can be filling in the gaps in your
database whilst making sales calls.
6. It’s extremely measurable
Every call provides data and
you can determine what
data is useful to you.
7. It’s flexible
As soon as you start making calls you
will start gaining valuable feedback.
Telemarketing can be responsive to
new information.
HOW TO
To find out how to get the best
from telemarketing go to:
www.dma.org.uk/guide/telemarketing-guide
SOURCE: SCI Study (2011)
SOURCE: SCI Study (2011)
A study found that
90%of marketing managers think
telemarketing is effective for
lead nurturing
of small business
owners rely
on phones
(telemarketing)
and, among them...
say such
efforts are
effective.
(constant contact survey)
73%
74%
15. SMS
SMS
SMS MOBILE
MARKETING
The rise of the smartphone has established SMS as a
communication channel that can be utilised effectively
within a multi channel communication campaign.
A Royal Mail survey found that 56% of people use
their mobile to access the internet from anywhere.
HOW TO
Visit the DMA website to find out to construct
a successful SMS campaign
www.dma.org.uk/guide/mobile-guide
1
2
3
4
5
6
SOURCE:
Textlocal -
The Mobile
Customer
Experience
Report (2013)
WHAT ARE THE BENEFITS
OF SMS?
It’s a direct, immediate
channel
You can use shortcodes to simplify
response and build
your database
It can support and integrate with
other channels
You can learn more about
your customers
You can increase customer
engagement
Response data enables you
to monitor, track and improve
SOURCE:
Pure 360 -
MCM - Why
SMS is
integral
to it (2013)
97%r
read SMS
within 15
minutes
45%r
of SMS
receive a
positive
response
16. HOW TO
To find out how to get the best from
content marketing go to:
www.contentmarketinginstitute.com
WHAT ARE THE BENEFITS
OF CONTENT MARKETING?
B2B marketers are using content marketing
tactics to affect the top of the sales funnel.
Content marketing objectives by program
(% of respondents)
82%Engage customers/
prospects
Drive sales
Educate the market
Build through
leadership
Increase web traffic
SEO
Stay up-to-date with
competitors
55%
44%
43%
43%
19%
2%
WEB CONTENT
MARKETING
A recent marketing development is the
increased use of content marketing,
which organisations are using to connect
with customers and move them up the
decision-ladder. Updating your website
with new content can keep it fresh and
encourage customers to engage with
you more.
WHAT IS CONTENT
MARKETING?
The Content Marketing Institute
defines it as:
A marketing technique of creating
and distributing valuable, relevant and
consistent content to attract and acquire
a clearly defined audience - with the
objective of driving profitable
customer action.
SOURCE: Emarketer - Driving Engagement (2013)SOURCE: Content Marketing Institute(2013)
93%of B2B Marketers use
content marketing
17. WHY DO B2B COMPANIES
USE SOCIAL MEDIA?
TOOLS USED TO MEASURE
SOCIAL MEDIA ROI INCLUDE:
SOCIAL MEDIA
Social media has become a cost-effective
element of a Multi-Channel Communication
programme. It is much more than just
Facebook as organisations are successfully
exploiting other sites such as LinkedIn and
Twitter to generate traffic to content on
their own website. The key social media sites
have sophisticated campaign planning and
execution tools.
79% brand awareness
74% customer acquisition
71% lead generation
64% customer retention/loyalty
64% thought leadership
60% web traffic
51% sales lead quality
43% sales lead quantity
45% social media sharing
41% direct sales
41% qualitative customer feedback
41% SEO tracking
SMALL AND MEDIUM B2B BUSINESSES WITH AT LEAST
50 TWITTER FOLLOWERS GENERATE TWICE AS MANY
ONLINE LEADS AND BENEFIT MORE FROM SOCIAL
MARKETING THAN LARGER BUSINESSES
SOURCE: Social Media B2B - Audience Statistics (2013)
SOURCE:SocialMediaExaminer-
MarketingIndustryReport(2014)
HOW TO
Visit the DMA website to find out how to
construct a successful social media campaign
www.dma.org.uk
92%of marketers saythat social media hasgenerated moreexposure for theirbusiness
18. BEST COMBINATIONS
A major benefit of Multi-Channel
Communications is the opportunity to test
different combinations to ascertain which
works best for your organisation. Also, asking
your customers what they would prefer will
help to direct your efforts.
When considering your strategy, the results
below may give you food for thought.
WOW
SOURCE: Royal Mail - Market Reach (2013)
SOURCE:DMA(2014)
SOURCE:Quadrangle-Howdoyouprefertohearfromnewcompanies/
companiesyouhaveusedbefore(2013)
of marketers found that
campaign performance
improved when
combining telemarketing
with another channel
81%
AS A DIRECT RESULT OF RECEIVING MAIL
92%
driven to online
or digital
activity
87%influenced to
make online
purchases
86%connected with
business
54%engaged in
social media
43%download
something
CONSUMERS SEE MAIL AND EMAIL AS PLAYING DISTINCT ROLES
Preference for Mail vs. Email
(Absolute: % Prefer Mail vs. % Prefer Email)
Mail Email
Brochures and catalogues 63 21
Welcome packs 62 23
Bills or statements 53 26
Loyalty rewards 49 27
Reminders 40 42
Issues or complaints 39 36
Information from companies not used before 26 43
Other products and services 22 54
Confirmation or follow up messages 21 57
Promotions and offers 21 53
News and updates 17 62
19. WOW
SMS
Hopefully, the previous pages have given you information that will help you to design a Multi-
Channel Communication campaign to suit your objectives and budget. We have suggested a
few things to consider as you are planning your programme.
HOW TO CONSTRUCT YOUR MULTI-
CHANNEL COMMUNICATION PROGRAMME
HOW TO
Visit the DMA website to find out how to
construct a Multi-Channel Communications campaign
www.dma.org.uk
1. ASK YOUR CUSTOMERS
It is vital that you communicate with customers
how THEY want to, NOT how it suits you. A
reasonable sample of customer research should be
the first stage in your planning process.
• What do they expect?
• What would they be
unhappy with?
3. ASSESS WHAT CHANNELS
YOU ARE ALREADY USING/
COULD DEPLOY
It is likely that you are currently communicating with customers
to send emails, statements and marketing information via direct
mail and/or email.
• Could you do more with those communications?
• Could you do more with those channels?
• What channels could you easily deploy to
in a Multi-Channel Communication? If you
have a website, could you add content?
• Do you have employees that could
assist in telephone marketing?
5. WHAT CHANNELS
COULD YOU QUICKLY
SET UP?
LinkedIn, Twitter and
Facebook profiles are
initially free, although
increased sophistication
can bring cost.
6. WHAT CAN YOU DO
IN-HOUSE?
• You will have expertise and resource
available in-house, how can that be used?
• What tools could you purchase to
increase the in-house capability?
• Where can you go
for external support?
• What tools do you need?
PLAN
WOW
PLAN
??
4. DO YOU HAVE
GOOD QUALITY
DATA?
Including:
• Accurate contact names
• Postal addresses
• Email addresses
WOW
01001010110100111
00100101101110000
00101010011101010
00101100000010101
2. PLAN YOUR ACTIVITY
• What are the key events that you need to
promote – product launches, events, etc.?
• Do you want to implement an
ongoing campaign
of lead generation?
20. To implement your Multi-Channel Communication strategy successfully, you will need
some tools. Exactly what will depend on your assessment of what you can do in-house
or use external resource. Here are some suggestions:
KNOWLEDGE
Embarking on
a Multi-Channel
Communication
programme may be
a new departure and
you may need
to draw on
knowledge that will
point you in the right direction.
The DMA website, www.dma.org.uk
has invaluable
information on
strategy, the
component parts
and approved
suppliers in all
the key areas.
INCOMING MAIL
You may currently receive customer
information in paper format. Make use
of DCS (Data Capture Solutions) to scan,
electronically capture and manage this
information to save time and minimise
data capture errors.
WHAT TOOLS
DO YOU NEED?
DATABASE
We have explained how
an accurate customer
database that is
regularly maintained
is fundamental
to the success of
your Multi-Channel
Communications.
The DMA website has
some good pointers,
including information
on suppliers.
At Neopost, we have some extremely
effective data management products,
to find out more visit:
www.neopost.co.uk/mailing-software
21. OUTPUT MANAGEMENT
SOFTWARE
www.neopost.co.uk/oms
l Design documents simply and flexibly
l Manage personalised content
l Use OMS to manage your customers’
communication preference -
mail vs email, etc
l Centralise production
l Manage distribution
via mail, email
and SMS
SEND BROCHURE
www.neopost.co.uk/send
All you need to
know about
creating,
producing and
distributing mail
is contained in our
‘Send’ brochure -
download yours
now at the
link above.
EMAIL
SOFTWARE
If you plan to add
sophistication to
your email marketing
and integrate it into
a Multi-Channel Communication programme,
you may need to acquire an email marketing
tool that will enable you to segment
communication and to analyse success.
MAILING PRODUCTION
EQUIPMENT
You may choose to create,
produce and distribute
mailings in-house. Neopost
has a range of equipment that could help,
including folder inserters and envelope
printers. For more information, please visit:
www.neopost.co.uk
FRANKING
MACHINE
A franking machine is an
easy way to achieve the
most up-to-date postage
discounts. Neopost has a full range,
visit www.neopost.co.uk or
call 0800 731 1334 to find out
which model is best for
your business.
WEBSITE
An effective website is vital to enable
customers to respond to you and to
showcase products and services.
The regular addition of new content will
obviously give them a reason to return.
22. RESPONSE
MULTI-CHANNEL COMMUNICATIONS IN
ACTION
We have included a few examples of
how businesses are using Multi-Channel
Communications to increase revenues.
Whilst some of these organisations are large,
some of the tools and techniques can be
scaled for any size of business.
NEOPOST
Here at Neopost, we are advocates of Multi-
Channel Communications and will combine
a number of disciplines in each marketing
campaign. This enables us to efficiently
target customers with consistent messages
using direct mail, email, content marketing,
telephone marketing and press advertising.
GATWICK AIRPORT
OBJECTIVE
• Improve customer support across a
range of information points.
METHOD
• Offered 24-hour Twitter support,
encouraging customers to tweet via
information screens.
• Transformed construction hoardings
into customer information points using
QR codes.
• Integration with ratings and
customer review pages.
RESULTS
• Widespread media coverage in the
offline press, including The Sunday
Times. The campaign also resulted
in more than 100 pieces of online
coverage internationally.
• From October to November 2010,
Gatwick Airport saw an increase in
online buzz of 57% with 85% of all
online comments being positive.
JOHN LEWIS
OBJECTIVE
• Increase online annual sales by creating
opportunities for customers to interact
with the brand through new and
multiple touch points.
METHOD
• Refocused their strategy and made
e-commerce growth its highest priority
- incorporating in-store kiosks (click
and collect).
RESULTS
• Results showed that a Multi-Channel
customer was worth on average 3.3
times more than a shop-only customer
shopping on average six times per year.
• There was also a 27% increase in the
number of Multi-Channel customers
over the period 2010/2011.
23. ELSEVIER
A provider of scientific, technical
and medical information products
and services.
OBJECTIVE
• Effectively use email as an additional
channel for communicating with leads
in the decision-making process.
METHOD
• Targeted customers and asked for a
click through to website content as the
call-to-action from personalised email.
• Offered content from multiple sources
- website, email and case studies.
RESULTS
• Combining email and content
marketing lead to a 35% conversion
rate for Elsevier.
• There was an average open rate of 13%
and click-through rate of 24%.
• The average conversion from click to
registration form completion of 35%.
TOPSHOP
OBJECTIVES
• Engage customers
in-store in an exciting
way as well as increasing
customer and prospective customer
engagement on Facebook.
• Increase content (particularly images)
using social media on Topshop’s
Facebook page and Instagram feed.
METHOD
• After receiving free style and make-
up sessions in-store, shoppers were
invited to create a digital ‘Wish You
Were At Topshop’ postcard using
photo-sharing app, Instagram.
• Customers were also given a copy of the
postcard to take home, and were also
able to upload the image onto Facebook
and an online Topshop gallery.
RESULTS
• An increase in Topshop’s Facebook
page views and unique views, as well as
over 2,000 comments.
• The campaign also helped to generate
a year’s worth of activity on Topshop’s
Facebook account in just four days.
• Total reach for the campaign exceeded
7.5 million.
• 2,595 unique images were created
on Instagram.
OBJECTIVES
• Recognised offline and online as
complementary channels, due to a
shift in customer behaviour so wanted
to create a seamless Multi-Channel
experience for customers.
• Develop transactional web sites for
brands Karen Millen, Oasis, Coast
and Warehouse.
METHOD
• Created a fully integrated
e-commerce platform to
coincide with existing stores - online
shoppers were able to verify product
availability in real time, resulting in a
more shopping experience.
• Offered complete web store flexibility.
Multi-Channel support was built in; as
were the links to back office systems
for customer ordering, call centre and
fulfilment processes.
RESULTS
• Multi-Channel strategy achieved by
successfully launching transactional
websites for all brands in just 18
months - resulting in higher rates
of repeat business.
• Business growth is already being
delivered - for example just five months
after implementation the Coast online
store became the brand’s top trading
store.
• Online stores delivered around 5%
of group revenue after five months.
BT EXPEDITE WITH AURORA FASHIONS
24. RESPONSE
If you need any further information on Neopost services
and products, please visit www.neopost.co.uk/mccguide
or call 0800 731 1334
Neopost Limited
Neopost House, South Street, Romford, Essex RM1 2AR.
www.neopost.co.uk
AND FINALLYHere’s a final checklist on how to create an effective
Multi-Channel Communications campaign
MULTI-CHANNEL CHECKLIST
1
Make sure you’re contacting
your customers in the way
they prefer.
Online Management Software
can store your customers’
channel preferences.
2
Have you planned your
campaign activity?
What key events are you
promoting, how will the
campaign continue to run?
3
Are you utilising all of the
available component parts
for your campaign?
Direct Mail, Email, Telephone,
Website and Content Marketing,
SMS and Social Media – all have
a role to play.
4
Do all of the component parts of
your campaign follow the same
creative approach?
A consistent image raises
awareness, is more memorable
and saves costs.
5
Is your customer data accurate
and up to date?
Don’t let inaccurate data cost
your business and impact on the
performance of your campaign.
6
Do your colleagues know about
the campaign?
Keep everyone in your business
involved in the process and ready to
respond effectively and efficiently
to customer requests.
7
Do you have all the relevant tools
for your campaign?
Data Capture Solutions, Email
Software, Mailing Equipment,
Franking Machine, Output
Management Software –
all these tools can help make
your campaign successful.
8
How will you capture, monitor and
analyse response?
Responder data can help you build
and enhance your database – a key
asset for your business and the first
step for your next campaign.
WOW
SMS
