National utility company that sent out welcome & renewal correspondence as part of their warranty communications to their customers.
The Business Challenge:
Client had an antiquated process of communication and follow-up for their clients and prospects.
They wanted to streamline their payments and invoicing system to reduce cost and turnaround time. Also wanted to introduce triggered customer communications for claim documents and integrate marketing & promotions into the process wherever possible.
The customer had a myriad of customer/ prospect data with over 332 combinations of information and details, nearly 25 versions of letters, various data points and lots of disclosures and disclaimers.
A cross-functional team developed a programmatic solution to help drive awareness & sales. HKM’s streamlined program executed weekly warranty letters and post cards currently with the introduction of emails, that were timed to hit the consumer the same time the mail arrived.
Results for Client
The team setup programming to match data records to 332 possible combinations and append needed information to each record to create one of 23 versions of letters of varying page counts with corresponding terms and conditions to print in color daily and mail first class presort co-mingled.
With the warranty postcards, HKM was able to systemically address and create programming to match data records to 144 possible combinations and append needed information to each record to create one of 6 versions of postcards and fold-over mailers to print weekly and mail first class presort co-mingled.
Marketing Automation: HKM setup a marketing automation process to email the customer a link within a customized body of copy for one of 12 versions of emails. Emails are sent daily and reporting and analysis is done to identify each customer’s interaction. Triggers were created based on the recipients’ action. Emails were followed up with a direct mail piece if emails went unopened.
Client Invoices: Daily marketing communications are sent and mailed the same day. The Client supplies a PDF for each letter to HKM daily and these are printed four color variable and mailed the same day, first class presort, co-mingled. Programming is set to match data records to 1,906 possible combinations and append needed information to each record. Programming was also set up to check for records to the same person that could be combined and sent via one letter with all the information.
Overall Benefits: New process reduced the number of letters needed to be sent by 10%. Letters of varying page counts with corresponding terms and conditions were printed in B&W every 2 weeks & mailed first class presort co-mingled. HKM’s print management solution reduced overall print cost, shortened response time to client’s customers needs and requests while increasing warranty sign-ups through increased marketing & promotional activity.