Now That's Lift!
There's a lot of buzz about customized multichannel communications, and for good reason. When done right, the results can be staggering. Regent Seven Seas Cruises, for example, mailed personalized letters to past cruisers--complete with a photo of the ship they had last traveled on and suggestions for new destinations based on their known preferences--connecting them with Regent's travel agent partners, and as a result generated a 40 percent lift in the targeted cruises. Nice. And Regent's not alone.
In "You Talkin' to Me?" (in the October issue of 1to1 magazine) we discuss the benefits of multichannel customization and cite the results of a project that Intel, Hyperion, and Hewlett-Packard partnered on to present Hyperion's business process management software to a wider audience. At press time the responses to the customized, multichannel campaign were triple that of previous campaigns, which had lacked that level of multichannel customization. But that's not the end of the story. According to an email I recently received from an Intel spokesperson, "roll up came in at 3.2 percent response, which we benchmarked against a base-level campaign that Intel ran with another one of its ISV's. That response was 0.7 percent, which gives us a 451 percent lift in response." Wow.
These results echo what we're finding in the wider market. We conducted a survey with Xerox on the impact of multichannel customization, which shows that relevancy boosts the bottom line. Among respondents making use of heavy customization in direct mail, roughly one in four reported a gain in sales of 25 percent or better; about 25 percent of customized emailers and 24 percent of Web site customizers reported similar gains.
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