Case Study: High-Tech
BI developed a direct marketing program that helped this imaging company update its data records to maximize its communications investment.
Results
- 14% of customers responded and updated their information. Industry standard is approximately 1% for a successful campaign.
- The company now has a much better understanding of its customers. It spends its marketing dollars in a more effective manner through reduced communications churn and increased message targeting.
BI runs an award-winning, end-user loyalty program for this industry leading manufacturer of imaging systems. As part of our continuing program improvement, BI developed a data update and cleansing initiative to ensure communications messages were reaching the company’s business partners.
Issues
The company wanted to:
- Maximize its communications investment by decreasing the amount of wasted or misdirected partner communications.
- Ensure each communication “touch” reached the right person and was on target.
Solution
- BI designed a two-pronged communications approach. E-mail messages and print mailers were sent to their 400,000 program customers, asking them to update their profile and address information.
- Most customers were offered a gift for updating their information. The offer was a national coffee chain gift card.
- A control group was asked to update its information without the gift offer.
- Customers were prompted to go online to update their information.