Case Study - National Retailer - Harte Hanks
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Delivering new technology to traditional channels.

 
Client:
National Retail Brand
Project:
Large Scale Personalized Direct Mail
Capabilities:
Data Analytics, Customer Segmentation, Digital Printing, Mail Fulfillment

The Challenge

 
Digital media grabs the headlines, but any company in the retail space knows direct mail still plays a vital role. And like with digital media, direct mail customers demand relevant, personalized messaging. The challenge for our national retail client was to highly personalize their direct mail without incurring the additional costs or timeline constraints traditionally associated with producing and mailing multiple versions of a mail piece.
 
 

The SOLUTIOn

The perfect blend of new technology with traditional media: digital printing. Not only does this process reduce time to market, maximize operational and postage savings, it allows for 1:1 direct mail customization—which realizes a 36% higher response rate and 54% lower cost.
 
Analyzed the retailer’s data to dig deep into consumer behavior. Based on behavioral insights, segmented the marketing database so the client could easily match message content to relevant behavior.
With printing expertise and leading edge technology, we automated the process of creating of custom, relevant mailings to each customer segment.
Digitally printed and mailed nearly 70,000 customized versions of the retailer’s spring mailer (up from only six versions in previous years). On time and on budget, thanks to our mail and logistics expertise.
 
 

The results

 
We transformed a traditional direct mail campaign into a highly relevant customer experience.
Moving from the limited messaging of six versions to a piece with nearly 70,000 iterations engaged the client’s customers in a much deeper way—so much so, the client is moving all direct mail printing to our digital process.
  • Conversion of 50 million total pieces from traditional to digitally printed
  • Realized conversion within 8 months and multiple campaigns
70,000 PERSONALIZED ITERATIONS 50M PIECES CONVERTED WITHIN EIGHT MONTHS
 
 
 

Our digital printing solution enabled unprecedented relevance for our customer, while keeping costs and timelines in check.

 
 
 
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