rethinking direct mail in a digital environment
TRANSCRIPT
Let’s back up In our last webinar we discussed:
The importance of cross-channel marketing The effectiveness of a hyper-personalized email strategy The need for personalized conversations across all channels
market more efficiently and consistently
Community financial institutions have to
to remain relevant.
57% of Millennials have made purchases based on direct mail offers. (Felicia Savage, “Don’t Hide In The Bushes: How To Use Direct Mail To Target Millennials,” PERQ, October 28, 2013)
Build relationships Direct mail can be extremely targeted. You can define the market you’re trying to reach and send just to those targets. But how can you get the right consumer data so you can know who to mail to?
Collect it yourself
Purchase access
Work with a partner that has access. 1 2 3
Cross sell, upsell, and retain Direct mail campaigns for cross-selling can make account holders more profitable, bring in more deposits at a very low cost, and be the start of a long and engaged relationship. Cross sell:
Loans Saving accounts ID fraud protection
Upsell: Product utilization More utilization
from account holders
Retain: Welcome Birthdays Anniversaries of
service
Once you get into the right consumer’s hands, you have to connect with them.
But it’s not HOW you connect with them, it’s about WHO you connect with.
The only marketing tactic that puts you right in a consumer’s home
Direct mail = An opportunity to create a connection that enhances digital and email channels.
vs
Make it compelling. The more it feels like you’re talking directly to the consumer, the more effective your campaign will be. One way is to personalize:
Name Location Account history Reminders Personalized URLs
The other way is to make a compelling offer.
Direct mail is a complement to your digital strategy
Consumers spend 25% more when a business uses a mix of direct mail and email marketing.
Pitfalls to avoid
Mailing just to mail Sending the same
message to all demographics
Creative that doesn’t capture attention
An offer that doesn’t entice the consumer
Not knowing the
preferences of the consumer
Steps to a direct mail campaign
Determine objective Use data to figure out target audience Create a segmented mailing list Develop messaging and design Create call to action and offer
Make a landing page for recipients Choose a print and distribution
vendor Mail the campaign Track results
For any marketing organization, integrated direct mail can be:
Difficult Costly Time Consuming
But technology to make it easy is now within reach.
Case study: Midsize credit union
Entice members to open relationship-building, NII-earning transactional accounts.
OBJECTIVE PLAN
Deploy a 60-day upsell campaign into Kasasa Checking, cross-sell campaign into Kasasa Checking, and a prospecting campaign
Case study: Midsize credit union
$3.2 million in new, non-Kasasa deposit balances
$107,364 net increase in checking balances
296 non-Kasasa deposit accounts opened
44 new Kasasa
accounts
Case study: Midsize credit union
Industry Average
2.28%
Kasasa Checking
2.59%
Upsell Response Rate
Industry Average
$250.00
Kasasa Checking
$151.50
Campaign Cost-Per-Account
What if …
Target consumers 1.5x – 3x as likely to open an account 1
3 Utilize technology to automate the marketing with no new staffing
Leverage network data insights and reduced pricing 4
2 Multi-Channel Marketing to increase program performance 3x
Multi-Channel consumer engagement
1
15 45 30 60 1
60
Cross – Channel Details
One list to drive all engagement
Personalized creative
Cross channel alternating cadence supported by consistency in social channel
Direct Mail, Social, Email utilizing new platform
This is all it takes to create a cross-channel strategy that includes direct mail: Creative Knowledge of the consumer Segmentation
Access to the channels where they are consuming media
Compliance
Measurability testing Data management Resources to provide process improvements
Predictive models Workflow improvements
Pricing improvements
...Now do that every day
Kasasa has the resources:
Data on consumers who are 1.5-3X as likely to buy Robust targeting High-quality prospect lists Creative assets Campaigns that run continuously Compliance language
Cross-channel marketing and integration at Kasasa Kasasa has access to material and programs to run across many channels: Direct mail Digital Social Email Television Pandora In-branch Events
Our goals Reduce the time and energy required to engage consumers. Create a shared pool of knowledge that helps improve our clients' marketing strategies. Develop more profitable marketing opportunities for every financial institution in the Kasasa network.
153% Kasasa direct mail sees an average marketing ROI of
(Kasasa analytics) 27% the average ROI for direct mail in general. (2016 DMA Response Rate Report)
Fast growing industries create risk Too many options Time it takes to decide on a path Risk of meeting business requirements Implementation risks Resource and skill risks Execution risks after implementation
When evaluating vendors, avoid: Unnecessary features No reporting capabilities Systems requiring certain expertise Lack of financial service knowledge Systems that require daily attention from your team No tested, proven campaign strategies