With each of the three cover themes, the campaign was further personalized by demographic and past purchase history, if any. The travel message varied depending on whether the recipient was a current or prospective customer (for example, "[Heidi Tolliver-Nigro], are you ready to travel again?" Or "Heidi, we miss you." Or "Heidi, Join Club ABC"). The mailer also included a fully personalized correspondence, with offers ranging from two-forone membership rates, to discounts on future purchases.
10 personal effects By Heidi Tolliver Nigro Magjak’s ABC Tours Campaign: Digging Deeper for Best Practices ack in Sept. 2009, Printing News What’s important is that they tracked channels to hit recipients in different B did a profile article on Magjak, a printing company and 1:1 printer located in Port Chester, N.Y. About the the three creative approaches and found that there were noticeable dif- ferences between them. Knowledge of ways to boost response. The print mailer was preceded by a same time, I was independently looking these differences was subsequently series of three e-mails. The first alerted at a campaign mentioned in the profile, incorporated into future campaigns. people to the fact that they were about Magjak’s Club ABC Tours campaign. to receive a mailer with a special offer Precise Target Demographics just for them. The second—subsequent In this column, I want to take a closer Unlike previous campaigns, which were to receiving the mailer—reminded them look at this campaign because it largely undifferentiated, Club ABC Tours that they were chosen to receive this contains fascinating details critical to decided to focus its efforts on high- special offer and that it expired soon. making 1:1 tick. These kinds of “under value targets in the Tri-state area. This The third told them there were only a the hood” mechanics make or break meant recipients fell within a target few days left. the success of 1:1 campaigns, and they age demographic and matched other are details 1:1 printers and their clients demographics, such as home ownership Responses were tracked with a special need to understand as they seek to de- and income. promotion code. When respondents velop their own expertise in 1:1 printing. went to the Club ABC Tours Web site, With each of the three cover themes, they could enter their personal code. Club ABC Tours, a travel membership the campaign was further personalized At that point, their specific offer and organization operating in the New York by demographic and past purchase his- content came up. If people responded Tri-state area, was looking to acquire tory, if any. The travel message varied by telephone instead of online, they new members and encourage travel depending on whether the recipient was were asked to refer to the same code, among existing members. Working a current or prospective customer (for allowing ABC Tours and Magjak to track with Magjak, it decided to forgo its example, “Heidi, are you ready to travel the responses accurately. traditional method of printing large, again?” Or “Heidi, we miss you.” Or undifferentiated brochures and test “Heidi, Join Club ABC”). The mailer also Magjak handled the print production, a personalized campaign designed to included a fully personalized correspon- and ABC Tours handled the e-mail and encourage people to travel despite the
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