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5 Tips For Optimising Personalisation

Alistair
November 16, 2019
Digital / Email / Future / Infographic / Information / Laws / Lead generation / Lists / Mobile / News / Privacy / Research / Sales / Story / Tips / Trends
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Personalisation is a great way to get cut-through in the crowded land of email marketing, however it's often a balancing act between charming and creepy. Read on for tips on how to…

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Over 15 years experience helping Australia’s largest brands has taught us how to establish a direct line to the prospects you really want rather than talking to thousands you don't.

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TELSTRA

ContactAbility worked with Telstra to drive engagement and create the largest consumer lead generation campaign of its type in Australia. We identified potential consumers outside Telstra’s already established customer base and worked with them to improve their complex prospecting processes and accuracy of their leads. The results: 20% response rate, 500% return on investment. The campaign delivered 200,000 qualified prospects in 6 months. “Realising a return on investment of $5 for every $1 spent exceeded all Telstra’s expectations.” ADMA Award Book 2006.

STGEORGE

Our objective for this campaign was to engage a very specific and (traditionally) difficult market to pinpoint. Additionally, the product St George wanted to introduce had very specific lending criteria. We used highly accurate and targeted list sources with intensive online and phone research to qualify and then filter prospects according to the briefing criteria. Using an intense focus approach and intelligent data meant that high value packs were sent to the right people and there was no returned mail. St George reported an increased response rate plus significant time and cost savings.

ANGLICARE

The Anglicare brief was to create innovative campaign ideas that would attract new donors to support their reputable community programs and services – the big challenge for any charity. After analysing previous prospect mailing results we put together a smarter customer acquisition strategy to charm the socks off best-match potential donors. Anglicare were so impressed with the results we continue to plan and optimise their campaigns today.

OFFICEWORKS

ContactAbility worked with Australia’s top stationery retailer to enliven its tired direct marketing strategy and improve response rates. By conducting a data audit we tested list selections vigorously to validate their ongoing value. We also set up profiling and analysis of customers to better understand each customer segment. Establishing a new acquisition plan helped Officeworks intensify their focus on those business groups that had proven to deliver greater ROI.

FREEDOMINSURANCE

Freedom Insurance own a market leading insurance product so it’s no surprise they have considerable acquisition goals . ContactAbility was tasked with driving qualified leads to Freedom’s call centre to help them meet their big dream goals. By harnessing the reach of the ContactMeDirect network we were able to reliably drive large volumes of quality leads every day. Finding people who actually wanted to receive a call from Freedom resulted in a very high conversion rate. Here’s what Freedom Insurance had to say.

VIRGINMONEY

Building market share quickly for a newly launched credit card was the name of the game for this campaign. Virgin Money wanted people who would actively consider and apply for cards. More precisely, they wanted people whose applications would be approved. ContactAbility was up for the challenge. Developing an online performance-based strategy delivered a silver platter of new credit card customers to Virgin Money throughout the campaign – week in, week out. Here’s what Virgin Money had to say.

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