InfoCision Unlocks the Power of Business Intelligence
The dramatic cost drop of data collection and storage has revolutionized customization in the direct marketing industry. First, InfoCision used data to enhance mail and calling files, modeling likely donors or customers, while still generating a mass-market message. Now, coupling the data with the ever-decreasing cost of digital print, we have unlocked the power of customization in direct mail. InfoCision’s Business Intelligence Group (BIG) delivers the right message at the right time to the right person.
Together, Business Intelligence (BI) and digital printing solve some of the most perplexing problems in the industry, adapting messages to different audiences, timing messages to life events and even fulfilling compliance requirements.
Right Message
Text, messages, and even photos are customized to each individual. BI allows messages to be tailored to take into account a customer or donor’s previous buying/giving history, interests and lifestyle. It can reference gifts, include unique pictures of sponsored children, or provide updates on products of interest. Donors or customers with known health concerns can receive care tips, educational materials or offers for treatment. Variable text even adds known data about the target, including any demographic or psychographic characteristic (age, income, presence of children, hobbies, interests and education level). In acquisition pieces, requested gift amounts or products can be tailored to take into account the age or income level of prospects. InfoCision’s BIG enhances mail pieces to show people that you care about them individually.
Right Time
Perhaps the most practical benefit of digital printing is that it does not require millions of pieces per run. This unlocks the potential of pieces triggered by and customized to events in the life of the customer/donor or the organization. Pieces are generated when any bit of known data changes, including life stage of their children, themselves or a change in geographic location. Others might include a notification of upcoming events of special interest in their local area. The benefit is that critical mailings are timelier and the message has greater impact. Messages are updated with the most recently available information of world events, research breakthroughs and personal data. This type of timing is only possible when jobs run in small quantities with dissimilar purposes such as expired contracts, product updates, lapsed notices, thank-you notes and organizational updates.
Right Person
Acquiring new customers or donors sometimes proves to be a difficult task. With BI, InfoCision personalizes the message to increase resonance with a prospective donor or customer. Unlike typical mass-produced acquisition, customization creates an immediate connection with someone who has no organizational history. We do this by making references to personal interests, geographic concerns, or family status. Targeted messages and pictures get the audience to do one of the most difficult tasks of acquisition: open and read.
Regulatory Compliance
With the ever-increasing complexity of state and federal laws, direct mail pieces have become cluttered with more governmental regulation than appeal text. Disclaimers have grown beyond a small section on the back page and now require space on the front or necessitate larger sized fonts, stealing precious real estate from your message. Digital printing on-demand resolves these conflicts by printing only the relevant information needed, where it is required, and ensuring up-to-date disclaimers with no wasted stock when laws are amended. This frees area for additional text of your choice, compelling pictures, or educational materials that can help allocate some of the costs of the piece.
People are looking for fewer organizations to which they can build a sense of loyalty. To make the short list of favorite products or charities, it is necessary to cut through the clutter with relevant and relatable messages. InfoCision’s Business Intelligence Group gives you just the personalization you need to get the job done.
Back to Issue 11 / March 2010