How One Company Got a 53 Percent Response Rate With a Festive Personalized Cross Media Campaign For Their Customers

Spring has sprung and we’re finally into April! The change of seasons gives a renewed sense of energy and it is the ideal time to take a fresh look at things. One of our customers in the UK, Latcham Direct, recently created a campaign that I think will pique your interest and hopefully give you a little inspiration as you set out your plans for the next few months.

Latcham wanted to showcase their sophisticated variable data cross media capabilities while thanking their customers, welcoming them into the holiday season and maximizing their charitable giving.

Kevin Pembroke, Latcham’s Sales and Marketing Director, said “We know that our clients sometimes struggle to manage different media and don’t understand how personalized cross media campaigns can be executed efficiently. For our Christmas campaign, we also wanted to give our clients the chance to experience a personalized cross media campaign from the point of view of the recipient and to see how powerful it can be.”

Latcham used XMPie’s PersonalEffect cross media solution to orchestrate their campaign, kicking off with the distribution of attention-grabbing Christmas cards designed with personalized images, text and Personalized URLs (PURL) that directed customers to a site where they could choose a charity, to which Latcham would donate on their behalf.

Additionally, they had the option to choose a gift for themselves, including a personalized box of chocolates, a handmade icing snowman or a calendar, to be delivered by a member of the Latcham sales team.

In the end, Latcham achieved a 53 percent response rate, along with many inquiries for potential projects, and over $2,030 raised for three local charities. Other key takeaways from the campaign include:

• Ensure that the campaign is relevant for the recipient – both in terms of design and content.
• Integrate a personalized delivery approach (e.g. meet the customer face-to-face) to open the door to further discussions about future business opportunities.
• Software demonstrations are a particularly effective and persuasive sales tool for prospecting in this market.
• Delivering a service that exceeds expectations is a sure bet for influencing the customer’s decision-making process for future projects.

Check out this and other XMPie Success Stories on our website.

Personalized cross media campaigns can provide fresh results for your company. So, how will you integrate personalization into your next campaign?