HOW MARKETING AUTOMATION IS TRANSFORMING DIRECT MAIL KLEERMAIL.COM

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1 The Drive to Digitize HOW MARKETING AUTOMATION IS TRANSFORMING DIRECT MAIL KLEERMAIL.COM

2 Digital technology has increased flexibility, variability and speed to market for online marketers. NOW IT CAN DO THE SAME FOR DIRECT MAIL KLEERMAIL.COM 2

3 It might seem as if there s only one way to do Direct Mail... Like many enterprise-level marketers, you re most likely spending millions of dollars per year on Direct Mail, which is driving a significant chunk of your top-line revenue. But you re probably doing it through an extended team that consists of many internal resources, external agencies, printers and other specialized vendors KLEERMAIL.COM 3

4 Now there s a better way. What if you could handle all your Direct Marketing activities through a centralized platform that optimized every aspect of your operation a platform that enabled you to: STREAMLINE Remove much of the internal labor from your workflow SIMPLIFY Free yourself of the mind-boggling complexity of trying to make the disparate pieces of your DM operation work together TRANSFORM Put more Direct Mail programs in play faster, drive increased revenue and ROI, reduce costs, and transform your entire approach to managing your offline resources IT S GENERATING RESULTS FOR MARKETERS RIGHT NOW. The technology is here, and it s driving the success of many progressive organizations that have adopted this new way of doing business. Here are some of the key results they re currently enjoying results you can experience with your programs, too KLEERMAIL.COM 4

5 Increase revenue and program velocity big-time. FROM LIMITED ABILITIES You re most likely committing all your people resources to creating and executing your DM programs, but you re limited by each individual and team s capacity. TO UNLIMITED FLEXIBILITY Now imagine an automated system that s built to eliminate human intensive processes and potential for human error all while enabling you to get campaigns out the door, faster. Instead of waiting for the big quarterly mailing to go out, you d simply set business rules to generate hyper-personalized and lower-volume programs at more timely intervals and deliver an increased number of programs on a higher-frequency basis. In effect, you d be building a leaner, more agile marketing environment with the flexibility to adjust your campaigns to meet changing business conditions and finding an easier way to keep even the most demanding stakeholders happy KLEERMAIL.COM 5

6 Stuck in the Direct Mail status quo? Still managing multi-million dollar Direct Mail programs with low-tech spreadsheets? Is your Direct Mail team constantly coveting your Digital team s automated solutions? Direct Mail may seem like it is beyond improvement, but nothing could be further from the truth. With the right Direct Marketing automation platform, you and your DM teams can experience the transformational benefits of digitization, and exponentially improve the effectiveness, efficiency and market-altering impact of your Direct Mail programs. You can finally optimize your existing technology investments. And that, of course, helps you greatly reduce expenses over the long term, including your costs to engage and acquire customers KLEERMAIL.COM 6

7 Personalize at scale for potentially sky-high ROI. FROM MINIMAL PERSONALIZATION As a Direct Marketer, you know personalization works. The challenge is, how do you consistently deliver personalized content and offers that are individually relevant to each member of the target audience and simultaneously do that for millions of customers and prospects? TO MAXIMUM SCALABILITY Scaling has never been easy, until now. Today, with the right marketing automation platform for Direct Mail, you can achieve the personalization at scale you ve always sought. It s an engine that continuously feeds your Direct Marketing operation and that s designed to take your campaign ROI to levels you may never have achieved before. Personalization can deliver 5X 8X the ROI as non-personalized mail on a marketing spend, and can increase sales by 10% or more KLEERMAIL.COM 7

8 Speed up time to market and mail in the fast lane. FROM SLOW WORK-CYCLES A Direct Marketing automation platform can definitely give you increased program velocity and flexibility, but it s about more than just squeezing out additional campaigns in a specified period of time. It s about finding a revolutionary way to reorient your entire planning and execution work-cycle, and feel the positive after-effects in every area of your Direct Mail operation. TO FAST TURNAROUND TIMES Take the typical Direct Mail planning cycle in a large enterprise. It ranges anywhere from quarterly to six-to-nine months. With Direct Marketing automation, you ll be able to expedite asset creation and supply chain deployment not only putting you in the mail faster, but also enabling you to keep pace with the market s insatiable demand for fresh, engaging content. With all the time you save, you ll be able to use your extra hours to focus on other critical components of your programs, such as crunching data for added insights or developing new use cases that feature innovative Direct Mail formats and cross-media synchronization KLEERMAIL.COM 8

9 Maximize your vendors expertise and your ROI. FROM LACKING CONTROL OVER COSTS AND QUALITY Like most enterprise-level marketers, you re probably dependent on a patchwork of different print suppliers for everything from critical data, to dynamic content creation to marketing operations, because up until now, that s been the only way to get your Direct Mail campaigns out the door. The problem is, while print vendors are production experts, they are not experts in marketing strategy and execution, and these additional services can detract their time and attention from what they do best. This dependency on printers for every aspect of your Direct Mail programs also limits your view into how your programs are actually performing and gives you little control over content quality, time to market, and overall program costs. Is it any wonder your team is often frustrated with the outcomes? TO OPTIMIZING EVERY ASPECT OF YOUR DIRECT MAIL By leveraging new automated marketing technology, you and your team can now manage all aspects of your Direct Mail programs in a centralized digital dashboard. This allows you to see and understand how your campaigns are performing, easily forecast your costs, evaluate investment tradeoffs and review mailing formats without depending on your print vendors, who can now focus all their efforts on doing what they do best. Think of it as an on-demand supply chain with a standardized workflow across all formats and vendors, so that all your suppliers are now following one universal process yours. This not only saves you time and resources, it gives you full control over and easy access to, all information on every campaign with any vendor. Now you can easily automate the bidding process among suppliers, ensuring competitive pricing from vendors vying for your business and giving you the value of RFP pricing, without having to make fixed long-term commitments KLEERMAIL.COM 9

10 Are fast-moving budget opportunities passing you by? THE CHALLENGE Recently, a Fortune 500 company gave its DM department an unplanned $5 million to acquire new customers. The company placed only one caveat on the disbursement: After 60 days, the funding would disappear. THE REALITY Previously, the company s Direct Mail teams would have had a hard time creating and executing the necessary programs in 60 days, and the unused budget would have found its way to the faster digital channel. THE SOLUTION Because the company had adopted a digitized marketing automation solution, it was able to generate its Direct Mail programs quickly and on time, with the full $5 million budget being used in a successful mail only acquisition effort. Digitization and automation reduce campaign timeframes and give you more budgeting agility KLEERMAIL.COM 10

11 Turn channel pairing into a match made in heaven. FROM HAPHAZARD DROPS AND BLASTS Most Direct Mail drops and blasts are often not timed with total precision and content-based offers are not coordinated across media as well as they should be. And those are just two examples of how the reality of channel pairing falls short of the vision. TO PRECISION-TIMED CAMPAIGNS A Direct Marketing automation solution eliminates the need to approximate, and makes the use of best practices a certainty. Instead of managing Direct Mail and with different teams, you combine them in a single platform that s controlled from a centralized digital dashboard giving you the ultimate integration of Direct Mail, Digital and social media KLEERMAIL.COM 11

12 DIGITIZATION EQUALS RETENTION Reduce churn in your staff and set your team up for success. An investment in Direct Mail automation is an investment in the valuable people who comprise your Direct Mail team. You re showing them you support them with the latest and best technology. That means they re able to achieve optimal results with your company s programs, while enjoying greater job satisfaction. You make your numbers. They stay with your organization. Everybody wins with budgets going towards mailings, rather than recruiting new employees to replace the ones who ve gone elsewhere KLEERMAIL.COM 12

13 Move the needle with multivariate testing. FROM OCCASIONAL TESTING Does this sound familiar: You ve barely got the resources to do one significant test per year or maybe quarterly, if you re lucky. But you need consistent, ongoing testing to glean essential knowledge from your Direct Mail programs and improve them from relatively simple A/B testing to the complexity of full-throttle multivariate testing. But you can t easily do it if your operation isn t automated. TO ONGOING OPTIMIZATION Now you can use new automation technology to give you the capabilities for robust, regularly scheduled testing that finally fulfills your expectations for closed-loop continuous learning KLEERMAIL.COM 13

14 Bake in better security. FROM MULTIPLE SYSTEMS When you re managing your Direct Mail programs through multiple systems (versus a single source) and sharing data with a slew of vendors, there s always a chance your security will be compromised. The truth is, any time information is transferred and housed elsewhere, risk exists. TO A SINGLE, SECURE PLATFORM It s far better when you can rely on a solution that calibrates all relevant data within a single environment, sets up the data and business rules and logic, and then parses out and allocates information on demand to the specified vendors. A centralized platform also meets the needs of the CIO s office by supporting data and information security standards, an audit and compliance trail, and single sign-on (SSO) requirements KLEERMAIL.COM 14

15 The technology is here to do what was not possible before. ENHANCED ANALYTICS AND VISIBILITY CENTRALIZED DATA FLOW A single automated solution for your Direct Marketing allows you to quickly see how those much-anticipated programs in Q1 performed, and where you can make adjustments to hopefully boost those results. Enjoy the total transparency of having all relevant data across the Direct Marketing lifecycle in one place, with the right tools for revealing the insights that let you make better decisions. When you integrate results and comprehensive campaign deployment into one solution, you can prune underperforming programs and rapidly scale the successful ones KLEERMAIL.COM 15

16 Which would you rather manage? LIST VENDORS DATA PROCESSING SERVICES PRINTERS LETTERSHOPS EXCEL SHEETS POSTAGE MANUAL REPORTING TRADITIONAL SYSTEM Multiple vendors each requiring management VS SINGLE, STREAMLINED SYSTEM Digitized, automated, centralized platform RETURNED MAIL The choice is clear and the possibilities are unlimited: Simplify your Direct Marketing operation now KLEERMAIL.COM 16

17 KEY TAKEAWAY Direct Marketers can now do more, and do it better, with less time, hassle and budget. A centralized, automated DM solution can eliminate the countless hours of project management time, lower overall Direct Marketing costs and drive incremental revenue. LESS TIME LESS HASSLE LESS BUDGET KLEERMAIL.COM 17

18 The day has come to transform the way Direct Mail gets done. The naysayers have long claimed that the process of creating and deploying Direct Mail programs can t be improved. They are mistaken. With a digitized, automated Direct Mail platform, you can take a vital step forward and eliminate the marketing and operational inefficiencies that have stymied Marketing Executives for decades. The information age has revolutionized virtually every aspect of our existence. Isn t it time it brought transformational change to Direct Mail, too? ASK KLEERMAIL HOW TO PUT DIRECT MARKETING AUTOMATION TECHNOLOGY TO WORK FOR YOU KLEERMAIL.COM 18

19 KLEERMAIL.COM 361 Newbury Street Boston MA By moving the offline Direct Mail process to an online digital platform, KleerMail is transforming the way companies plan, execute, and optimize their Direct Marketing programs. With experience managing more than $1 billion of Direct Marketing investments, KleerMail uses digital technology and artificial intelligence to help businesses streamline their Direct Mail campaigns, align their Direct Marketing channels, increase their capabilities and improve their performance. Now marketers can do more testing and personalization in less time, track and analyze their data more efficiently and effectively, create personalized content dynamically and maximize the potential of their Direct Marketing programs while minimizing their costs. 1 Harvard Business Review, How Marketers Can Personalize at Scale, by Matt Ariker, Jason Heller, Alejandro Diaz and Jesko Perrey 2 DMN, Your ROI is in the Mail, by Ginger Conlon KleerMail. All Rights Reserved. KleerMail is a registered trademark of KleerMail Corporation.