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Multi-channel Communications

Multi-channel Communications. According to a report from InfoTrends:

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Multi-channel Communications

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  1. Multi-channel Communications According to a report from InfoTrends: “…it is imperative that suppliers of multi-channel communications solutions understand the benefits that these solutions afford their print service provider customers and communicate those advantages in the selling process. By implementing multi-channel offerings, print service providers can gain access to the more lucrative marketing value chain, making the transition from a print service provider to a marketing service provider. Multi-Channel Communications also bring print service providers new opportunities for valued-added services while driving increased volume to digital presses.” - OR - Providing MORE for your customer than what they expect Info Trends, “Multi-Channel Communications: Understanding the Benefits” July 21, 2008

  2. XMPie What does it all mean? One to One – touch points aimed at the individual VDP – Variable Data Printing (Publishing) PROGRAMS TO FULFULL PRINT and WEB BASED FUNCTIONS Print Production services – Variable data publications processed to product one pdf to pass along to printer. Email Services – Personalized email programs where text and images change per recipient PURLs – RURLs – Personal webpages – one site with variable info uStore – xmpie storefront capabilities

  3. XMPie - workflow The keys to a successful campaign is clean data and design that understands target marketing and variable data print along with a solid strategy and timeline. Once the foundation of the campaign is developed and designed, elements are passed to the server where the work horses take over Through print and online techniques, you are able to communicate with your customer as well as collect relevant data for future communications

  4. Mac Papers Event Campaign January 2012 • COMPONENTS: • Launch Email • Direct Mail Piece • Three follow up emails • PURL • TRACKING AND RESULTS: • 281 were emailed • 153 opened email • 66 went to the PURL

  5. Latest Mac Papers Event Campaign Program and Event – July 2012 • COMPONENTS: • Launch Email • Direct Mail Piece • Follow up emails • There was no purl for this • TRACKING AND RESULTS: • 338 Direct Mail Pieces • 280 Emails delivered • 187 opened (67% open rate) • 139 recipients returned their game piece – 179 attended event

  6. XMPie Benefits above and beyond putting someone’s name on a Direct Mail piece • Language versioning • Short Run / On-Demand Personalization • Data Management – update and add to • One file for multiple targets • Branding or co-branding – personalization of the branding (not the individual) • Online store for in-plant ordering • uProduce’s capabilities to rip thousand’s of records without lengthy rip times • Servicing merchants with co-branded collateral • Template files to be used for personalized sales collateral • Multi-Channels for around the world

  7. XMPie QR Codes, Intelligent Bar Codes, Text Documents, uImage

  8. LA Direct Blitz Phase II – November 2011

  9. LA Direct Blitz Phase III: Holiday program

  10. Tuesday Trivia! Tuesday Trivia for Xpedex sales reps, 6 bi-weekly emails: 35 recipients; 16-35 opened (44-100% open rate) 13-18 went to purl – 6-8 played each week (up to 51% rate)

  11. Pinhole Press Mother’s Day Promotion – Spring 2012 Emails campaign to encourage previous customers to order using a special PROMO CODE. 3867 total recipients 1917 opened the emails – 50% open rate 11 went to the site from the email, 80 orders using the code 4% order rate from those that opened the email 2% order rate from total number of recipients

  12. Spicer event: 75 recipients 56 opened email (78% open rate) 30 RSVP – 50 attended

  13. Education: June 7, 2012 event with WCPS. 86 recipients, 57 opened email, 21 RSVP, 30 attended

  14. DRUPA pre-show campaign: GERMAN: 2319 emails, 490 opened (21% opened rate) 33 hit PURL – 29 RSVPed ENGLISH: (USA and Asia): 4192 emails 1057 opened (25% open rate) 34 hit PURL – 27 RSVPed

  15. One2one Specialty Digital Campaign: Four Phases (Synthetic, Pressure Sensitive, Magnet and Embedded. Direct Mail personalized brochure, emails and PURLS. Insentives – Graph Expo trip give-away as well as specialty sample kits. Phase I – (reminder email to go out July 31) 1428 emails sent, 319 opened (22% open rate) 2728 DM’s delivered 97 hits to PURL (44 from DM, 53 from email (7% of total recipients have gone to the PURL)

  16. COMPLETED CAMPAIGNS: Spicer’s invite, April 2012 – Direct mail piece (901 with envelope), email and PURL 77 total recipients for direct mail piece 75 recipients for emails 56 opened emails (79% open rate) 48 total hits to the purl – 62% of total recipients 32 recipients went to PURL from email 16 from DM piece 31 RSVPs to PURL – 50 attended the event Pinhole Press, April 2012 – emails which directed the recipient to the pinholepress site to order using a special PROMO CODE. This was sent to previous customers. 3867 total recipients 1917 opened the emails – 50% open rate 11 went to the site from the email 80 orders using the code 4% order rate from those that opened the email 2% order rate from total number of recipients DRUPA pre-show campaign, April 2012 – this campaign was emails and a “register to meet us” PURL GERMAN: 2319 recipients received the emails 490 opened email (21% opened rate) 33 recipients went to the PURL – 29 RSVPed ENGLISH: (USA and Asia) 4192 recipients received the emails 1057 opened email (25% open rate) 34 recipients went to the PURL – 27 RSVPed Joel Theisen’s event with WCPS – program ran May 2012 for the June 6th event. Program consisted of two mailings, emails, PURLS and a Ustore element. The first mailing was a 904 cut to a 9 x 4 then inserted into an envelope. Second mailing was a combination of the 5mil table tent and a 7mil “ticket” which was a 9 x 4 sheet with a perfed card on the right side. 86 total recipients 57 opened the email (74% open rate) 44 received the direct mail pieces (not all recipients had an associated address) 23 total hits to the purl – 27% of total recipients, 40% or those that opened email 18 recipients went to the PURL from the emails 5 recipients went to the PURL from the DM pieces 21 RSVPed, 30 participated at event Circle Printers, May 2012 for May 16th event. Direct mail (901) emails and purl 225 total recipients 101 opened email (45% opened rate) 209 received direct mail piece 39 total hits to PURL (17% of total recipients, 39% of those that opened email) 26 from email 13 from DM piece 15 RSVPed, 25 attended Gary Bucci introduction, June 2012 – emails and direct mail piece (904 in an envelope) 431 total number of recipients 217 emails sent 77 opened email (35% open rate) 413 direct mail pieces delivered Gary received many correspondence from this campaign.

  17. Ladies of LetterPress, June, July 2012 (currently running) email and PURL. The recipients were invited to order complimentary cards and envelopes (10 per recipient) to create anything they would like. They are asked to send 6 back and keep 4. The 6 become part of Mohawk’s marketing of the upcoming Ladies of LetterPress conference in August. 1469 total emails 792 opened email (54% open rate) 283 went to the purl (19% of total recipients, 36% of those that opened email) 202 orders (14% of total recipients, 26% of those that opened email) This campaign is currently running so there are no final numbers to date. Melissa Stevens Education vertical campaign, May, June, July and August 2012 (currently running) – three direct mail pieces, emails, PURL and uStore element. Mailer one was a 904 cut to a 9 x 4 then inserted into an envelope. Mailer two was the 5mil table tent inserted into an envelope. Mailer three will be the 7mil sheet cut to 9 x 4 with a “ticket” that is perfed on the right side of the sheet… inserted into an envelope. The call to action for the PURL is to set up an appointment with a Mohawk Representative. 217 total number recipients 85 emails opened (39% opened rate) 210 direct mail recipients 32 hits to the PURL (15% of total recipients, 38% of emails opened) 11 from direct mail piece 21 from emails 5 recipients have asked for an appointment (3 % of total recipient list) One2one Specialty Digital campaign, July, August, and Sept 2012 (currently running). Campaign consist of 4 direct mail packages, emails and PURL. Recipient will receive 4 packages that represent the four main categories of Specialty Digital substrates (synthetic, pressure sensitive, magnet and embedded). They will receive two emails per mailing directing them to the PURL to play Substrates Stump which enters them into a contest to win a trip to Graph Expo. The first 50 responders to each mailing will receive a special sample kit. First mailing: 2728 total recipients 1428 received email 319 opened email (22% opened rate) 97 hits to the PURL (to date) (2% of total recipients, 30% of those that opened email) 53 from email 44 from DM 76 played Substrate Stump for Synthetics MAC Papers, MiniMac Store Opening, July 2012 (currently running). Campaign included one direct mail piece (901 inserted into an envelope) and several emails 338 total recipients 280 emails sent 187 opened emails (67% opened rate) 139 cards returned – 179 attended event

  18. Our biggest challenge is our imaginations Thank you!

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