1-2-1 Targeted e-marketing

For each email communication, the products offered, the pictures displayed, the message used and the content of the microsite (campaign website) landing and information pages are analytically selected and personalised for each and every prospect! 

Importantly - Tech4T do all the technical parts leaving you to optimise your sales and marketing.

This example campaign was targeted to deliver a tailored offer to selected customers based on their profile and lifetime value.  To do this, we built a 'targeting workbench', profiled customers, defined an appropriate segmentation scheme and put in place the campaign production infrastructure.  This included our targeting, email tracking and campaign microsite systems, analysis skills, support and much more.  We...

• Worked with the client to develop the campaign strategy. This covered phases for customer retention, growing value through up-sell, cross-sell and product migration, reactivating 'high-value' lapsed customers and recruiting new customers that had profiles similar to those of the most profitable existing customers.  For this we can research and acquire third party data.

• Merged and cleansed data from various lists and databases. We used a copy of the client's operational and historical data, matching records using 'fuzzy logic' as there was no unique numbering scheme to link data within all the files. We consolidated records in such a way as to create enhanced marketing intelligence whilst preventing any information loss from data attached to duplicated contacts. We also researched, acquired and merged third party prospect lists and used email 'pinging' routines to validate as many email addresses as possible prior to broadcast. This increases the likelihood of email deliverability and minimises the risk of spam blocking.

• Built a 'single-view' targeting workbench - for unrestricted data exploration, segmentation and to manage the campaigns.  This is not a conventional marketing database or CRM system, but a powerful analysis and 'train-of-thought' targeting system. Its' flexibility enables marketers to use any data and in any way to identify niche segments and to develop and deliver individual, personalised communications. 

• Defined target market segments. First we would analyse your data and then profile your customers. From this intelligence we would define an appropriate segmentation scheme to enable segment-relevant targeting. Typically we would develop anything from 10 - 30 segments based on recency, frequency, value, product , loyalty, etc., and use these to develop ways to win, keep, grow and win back high value customers. 
  In the example on the next page we used three segments: Trade; Consumers purchasing in the last 6 weeks; Consumers purchasing prior to six weeks...

• Analysed the sales data for every individual - then used this intelligence to create the rules and triggers to vary the email and microsite content person by person. This ensured absolute message relevance leading to higher response, conversion and margin.

• Commissioned the content - creative design, copy, offer and web page layout specially produced to match customer profiles, the campaign focus and sales and marketing objectives.

• Developed a campaign-specific data-driven microsite - with a customised database structure to automatically match the web page content to each visitor through a unique identification code in the email link.  Importantly, we set up an automated alert that emailed details about the microsite visitor to a pre-allocated sales person when a specific 'request for information' web page was opened.  The sales team could then follow-up 'warm' leads given they knew the prospect's interest even if they had stopped short of submitting an enquiry form.
  
  Note. To enable the sales team to view the specific 1-2-1 offers made, we can create a custom set of searchable web pages that mirror the products, price, offer, etc. sent to each individual prospect or customer.

• Executed the campaign and analysed the results. This included tracking each and every action each identified person took - who opened the email, which links that person then clicked on, which web pages they then looked at, when and for how long. This is rather different from web analytics where statistics are not linked to each individual customer or prospect.
  
  By analysing this data we determined each person's specific interest/s and which patterns of page visits resulted in sales of a particular type. We then combined this information with sales purchase data and used the resulting intelligence to plan refined and even more relevant communication strategies.

Outcome... From just the first wave of circa 10,000 communications, the return on investment (ROI) from costs directly attributable to the promotion was circa 300% - and that was based on retail products with only a very low margin! 

A promotion cost of just £4,000 brought in sales close to six figures and a profit well into five figures!

With other clients - where product/service margin is higher - we have seen promotion ROI between 1,000% and 5,000%

See communication examples here