National Electronics Retailer.

Problem

The past 4 years had produced extremely low conversion rates for NEW customer acquisition. This National Electronics Retailer’s traditional approach to Direct Marketing was a single contact methodology – with the same content for all prospects. Their list of prospects had been derived from major “List” providers based on their National Electronics Retailer Profiles. They were looking for “innovative” approaches to improve their LIFT in customer acquisition. They sought to increase their Multicultural customer base, which was less than 5% of their ~65M customers.

Solution

Delivery of a 1:1 Intelligent Data Driven Multicultural Marketing program focused on cloning their best “Consumer Electronics” customers and targeting individuals matching the clone in the African American, Latino-English, Latino-Spanish, Korean- English and Korean-Korean language segments. This multi-touch, multichannel engagement approach includes the delivery of 4 direct mail pieces and 2 e-Videos customized based on clone model insights and attributes.

Benefits

• Acquisition of new customers for first time in the African American, Latino English, Latino Spanish Korean English & Korean Korean segments
• Significantly higher Conversion Rates
• Digital Integration with Printed Media
• Significantly Higher Gross Margin Customers
• Lower cost per delivered piece
• Customized communications of 36 versions for a cost less than their traditional direct marketing methods

Results

Program Target

Conversion rate – 2.5%

Program Final Results

9.4%

National Insurance Provider.

Problem

With declining conversion rates, competitive pressures and a one-size fits all mass-marketing approach, This National Insurance provider sought new marketing approaches to attracting and retaining new customers.

Solution

Delivery of a 1:1 Intelligent Data Driven Marketing program focused on cloning their best multi-line customers and targeting individuals matching the clone in the General Market, African American, Latino English and Latino Spanish segments. This multi-touch, multichannel engagement approach includes the delivery of 4 DM pieces and 2 e-Videos customized based on clone model insights and attributes.

Benefits

• Acquisition of net new customers in every segment targeted.
• Significantly higher sales ratio
• Lower cost per printed piece
• Lower cost per delivered piece
• Increased speed to market (2 weeks vs 8 weeks)
• Full Brand Integration

Results

• Conversion Performance
• General Market: 514% increase
• Latino Spanish: 480% increase
• Latino English: 336% increase
• African American: 280% increase