Campaign Planning and Production Service

Transcription

1 Campaign Planning and Production Service Wyvern DM Patrick Walker, Head of List Rental and Campaign Management

2 1 Executive Overview Wyvern DM can provide a full marketing service from campaign planning through to data acquisition and production. The service is comprised of: 1. Campaign Planning and Strategy 2. Data: Insight, Targeting and Processing 3. Design and Strategy 4. Analysis and Learning 5. Reporting - Campaign Goals and Tracking The campaigns should use internal lapsed customers for reactivation as well as external data. The target subscriber demographics will be applied to sourced data for segment testing, which will also be fully cleansed and enhanced prior to ing. The campaigns will then be a matrix of testing; data segments, different messages, images and techniques such as white paper triggers as well as multi channel post and telesales test. The campaign will be a series of touches with the audience. The key word is series since it usually takes several touches for your audience to recognise your message and respond. Analysis will go beyond the paradigm of cost per acquisition and open and click rates, but should also include web activity against segments. An outline of the service is given in the sections below. The benefits to you, the client, are: Increase sign-up and drive down cost per acquisition To save on internal marketing and IT resource Benefit from Wyvern expertise in campaign planning and management. Wyvern DM have an established data management division; Wyvern Direct Response as well as providers of a leading CRM application; Wyvern Magic. The management team have great depth and experience of marketing regularly managing multi-million campaigns every month.

3 2 Campaign Planning and Strategy Campaign Planning forms the corner stone of the service. The example below shows the approach and evaluation methodology that will be used. The substance of the multi-variant tests will be determined as part of the work, hence the framework only is shown here. A series of tests will be interwoven into the campaign schedule, with subsequent campaigns adopting winning strategies from the preceding campaign stage. Month 01, Campaign 01 - Content Test Segment Test Determinate Control Group 2 Subject line tests on 2 x 1,000 sample prior to launch Winning subject line used for campaign Reactivation group months Content style A, Standard Offer Reactivation group months Content style A, Price Test Winning Price used for future campaigns External List 01 Content Style A External List 01 Content Style B External List 02 Content Style A Winning Style used for future campaigns External List 02 Content Style B Test Regime Schedule Test Type Campaign 01 Test 01 Content and style Campaign 02 Test 02 High v low image to text ratio Campaign 03 Test 03 Information giving - white paper, survey Campaign 04 Test 04 Website activity segmented for follow-up Campaign 05 Test 05 Price Sensitivity Campaign 06 Test 06 Limited time offer Other Test 07 Postal Other Test 08 Telesales follow-up of openers/clickers

4 3 Data: Insight, Targeting and Processing The target audience will be identified through demographic analysis of current subscribers. Wyvern can do this through the application of demographic codes and significance testing. We will also include gender and geographical. A further layer of stratification can be applied through differentiation between products; print or electronic access. The insight will be applied to list research. Wherever possible, Wyvern will arrange swaps and negotiate list rental costs when this is not possible. We will also negotiate for multiple use to allow a series of message as the people can take several message before responding. External lists will be deduped against active customers/subscribers and suppression lists as well against each other. It is expected that lapsed subscribers/customers will be supplied as part of a rolling reactivation campaign segment. External prospect lists will then be split into test cells for marketing. 4 Design and Strategy design will be carried out in house by Wyvern designers. However we can use your resources if preferred. Wyvern expect to have control over the design in order to be able to test cells as set out in the Campaign Planning stage. In outline the testing schedule will draw from the following: Subject line tests on small sample prior to each campaign wave. The Offer different rates, subscription terms, number of frees issues etc Content Images and image to text ratio Triggers white papers, surveys Call to action Differing landing pages (the offer) Day and Time of Day

5 Multi-Channel testing: only plus post plus telesales 5 Campaign Analysis and Learning Each Campaign wave and segment will be analysed. Learning of successful techniques will then be applied to subsequent campaigns. It is important to test one thing at a time on the same data in order to be able to prove or disprove strategies. It is possible to test multiple items in a single campaign by using different data segments. However care must be taken to make sure segments counts are statistically meaningful we recommend 5,000 as a minimum. The analysis will extend to using available data to further refine segmentation. For example demographic codes relating to both your own and External data. Also if you are able to provide web page visits Wyvern will be able to build a propensity to purchase model based on pages visited and time spent on the website.