1 / 10

Delivering Measurable Results

Delivering Measurable Results. Integrated Marketing Summit. Integrating Direct Mail with IVR. Patty Coldwater, VP Marketing. Marketing Techniques to Increase Response & Revenue. 719.636.1303 | www.TMRdirect.com. Delivering Measurable Results. Integrated Marketing Summit.

tulia
Télécharger la présentation

Delivering Measurable Results

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Delivering Measurable Results Integrated Marketing Summit Integrating Direct Mail with IVR Patty Coldwater, VP Marketing Marketing Techniques to Increase Response & Revenue 719.636.1303| www.TMRdirect.com

  2. Delivering Measurable Results Integrated Marketing Summit Integrating Direct Mail with IVR TERMS Direct mail includes direct communication whether distributed by the Postal Service or e-mail IVR = Interactive voice response. A system built on inbound voice mail that captures details about inbound calls, plays a recorded message for the caller, and offers an interactive survey and recording function. (I’ll explain more later). Response rate = a mathematical expression of the number of people who execute the call to action/the number of people who received the call to action. Results = the outcome of a campaign compared to goals Marketing Techniques to Increase Response & Revenue 719.636.1303| www.TMRdirect.com

  3. Delivering Measurable Results Integrated Marketing Summit How an IVR/Direct mail program works • Steps for the notice: • Toll-free number supplied by IVR processor • Database of recipients (either postal or e-mail) • Each contact is assigned a unique P.I.N. number • Write a direct mail or e-mail notice which contains: • A call to retrieve a recorded message at the toll-free number • Their P.I.N. prominently displayed • An offer for listening to the message and completing the short survey Marketing Techniques to Increase Response & Revenue 719.636.1303| www.TMRdirect.com

  4. Delivering Measurable Results Integrated Marketing Summit How an IVR/Direct mail program works • Steps for the recording: • Write a script that includes a greeting, main message, survey (with mutually exclusive, multiple choice answers • Record the script in the IVR system • Listen carefully and re-record if needed • Request the caller to record a message back by pressing 1 or be connected directly to a sales associate by pressing 0 • Record a voice mail message (they’ll hear if they choose to record a message back) • We usually request that the caller to record their name, job title and e-mail address Marketing Techniques to Increase Response & Revenue 719.636.1303| www.TMRdirect.com

  5. Delivering Measurable Results Integrated Marketing Summit Case Study • Manufacturer located in Loveland, CO • Product line of water analysis equipment, chemistries, and tools • About 12,000 different products costing a few dollars to $50,000 • Markets – municipal water and wastewater treatment plants; • industrial water analysis; analytical labs Marketing Techniques to Increase Response & Revenue 719.636.1303| www.TMRdirect.com

  6. Delivering Measurable Results Integrated Marketing Summit Challenge: Convert expiring warranties into paid service agreements Strategy chosen: IVR audio message • Notice was mailed to owners of equipment with a warranty expiring within 90 days of mailing • Recipient was assigned a unique P.I.N. number and asked to retrieve a 3-minute recorded message about their expiring warranty on specific equipment • Response included short survey (3 questions) or dial out to customer rep Marketing Techniques to Increase Response & Revenue 719.636.1303| www.TMRdirect.com

  7. Delivering Measurable Results Integrated Marketing Summit Warranty Expiration Notices 1, 2, & 3 Marketing Techniques to Increase Response & Revenue 719.636.1303| www.TMRdirect.com

  8. Delivering Measurable Results Integrated Marketing Summit Warranty Expiration Notices 4 & 5 Marketing Techniques to Increase Response & Revenue 719.636.1303| www.TMRdirect.com

  9. Delivering Measurable Results Integrated Marketing Summit Response Rates, Results 1st mailing December ’06 - 20% response 2nd mailing July ’07 – 10% response 3rd mailing November ’07 – 12% response 4th mailing February ’08 – 17% response 5th mailing July ’08 – 10% response Increase in service partnership sales after 2nd mailing 300% Marketing Techniques to Increase Response & Revenue 719.636.1303| www.TMRdirect.com

  10. Delivering Measurable Results Integrated Marketing Summit Serendipities of IVR Campaigns • System collects the following data: • Date and time of call • Phone number the caller dialed from • Length of time they stayed on the call • Caller’s PIN (links back to database to identify caller • Numeric tag of each multiple choice question • Any data the caller records can be retrieved and transcribed • Also the strategy collapses the response time to about 2 weeks after the message hits Marketing Techniques to Increase Response & Revenue 719.636.1303| www.TMRdirect.com

More Related