CASE STUDY: A NATIONAL AUTOMOBILE ASSOCIATION

C.TRAC focuses on effective Cleaning of client data; the Creating of actionable databases and targeted efforts; Conversing via mail and e-channels; and drawing ongoing Conclusions.

For more info visit www.ctrac.com.

“We needed to find ways to improve our direct mail outreach, and fast.” – Director of Membership Operations

GOALS:

C.TRAC was contacted by a motor club and leisure travel organization serving more than 400,000 clients in the Midwest. During the recession of 2008-2009, their renewal rate was at an all-time low. They had just increased member dues and changed the look of their direct mail campaigns. In addition, their address files were not as clean as they could be, so they were having trouble getting these new renewal packages delivered to their members.
They needed to figure out ways to quickly improve their direct mail outreach.

SOLUTION:

C.TRAC was engaged to perform a Direct Mail (DM) Audit. The first step involved a review of 12+ months of mail campaigns and delivery reports. In analyzing mail piece design and copy, the audit identified a significant change in the letter design that may have confused recipients. The traditional logo had been removed and a different color scheme had been adopted, both departures from a long standing identity that may have eroded brand equity with tenured members.
While those recipients may have failed to recognize their renewal, others simply weren’t receiving their renewal offers on time or at all. The DM Audit uncovered areas for improvement in data quality and deficiencies in the mail production process. Ancillary mail validation and tracking programs could be implemented for the client with little cost and training. Once in place, these tools gave Association staff the information needed to hold print and mail fulfillment vendors more accountable. They also drastically reduced staff time spent keeping track of the processes manually.

SUCCESS:

Following C.TRAC’s DM Audit, the Association implemented all of the resulting recommendations. These revisions incorporated design, process, and delivery, and ultimately achieved:

• 5.73% increase in renewals over the previous year
• $40,000 savings on postage, including $7,000 on each quarterly campaign
• 7-day decrease in print and mail process
• Drastic improvement in address quality. The reduction in UAA (undeliverable as addressed) mail decreased the amount of time needed to research and correct the addresses on returned mail pieces.

The client also committed to C.TRAC’s ongoing data maintenance process to assure continuous improvement in their deliverability, proactively avoiding a similar erosion of renewals in the future.

CASE STUDY: Core’dinations ColorCore Cardstock®

C.TRAC is a Gold-certified partner of ExactTarget. We enable our clients to compile their data into an actionable marketing database allowing them to communicate timely, relevant messages to their subscribers

For more info visit www.ctrac.com.

“Growing our subscriber list is a critical part of building our business. C.TRAC and ExactTarget have enabled us to greatly exceed our list growth goals.” – Anthony Grinnell, Core’dinations, Director

GOALS:

Core’dinations ColorCore Cardstock is a major player in the paper crafting world. Selling through distributors and retail stores, Core’dinations did not have direct communication with its customers outside of its website. All that changed in 2010 when it was acquired by Darice, a leading craft supplier to retail giants such as Jo-Ann Stores and Walmart.

Wanting to capitalize on the marketing arsenal now at its disposal, Core’dinations set out to significantly grow its email database. It turned to Darice’s long-time partner, C.TRAC, and the ExactTarget Enterprise account it managed on Darice’s behalf.

SOLUTION:

Core’dinations and C.TRAC designed a Refer-a-Friend program that utilized ExactTarget’s email, social, and microsite channels. Existing Core’dinations subscribers and partners were emailed a personalized URL (PURL) that pointed to an email opt-in landing page. The Core’dinations subscribers were asked to refer their friends to Core’dinations by forwarding the email or, using ExactTarget’s Social Forward, posting their PURL on social networks such as Facebook and Twitter.

When a referred friend opted-in they received their own PURL and were invited to refer their friends. A continuous referral process was enacted.
As an enticement, Core’dinations offered a drawing for 50 packs of new, unreleased crafting paper. Each referral was worth an entry into the drawing.

SUCCESS:

Crafters are a social people. With its Refer-a-Friend program, Core’dinations learned just how social these crafters are.

By utilizing the multiple communication channels offered by ExactTarget, C.TRAC helped Core’dinations grow their email database 338% in less than thirty days.

Looking to the future, Core’dinations plans to conduct regular Refer-a-Friend programs in order to build upon the success they’ve already had. “We are continually introducing new products and project ideas. We are thrilled with how ExactTarget and C.TRAC have helped us reach a larger audience,” says Anthony.