Case sudy: Inside Track.

The Process

Using Inside Track's customer data, personalised URLs were generated and the first wave of personalised emails was sent out. At this point, the hottest prospects visited their personalised website and signed up, whilst 'warm' prospects visited their personalised website but did not sign up at this stage. There were of course, those who didn't respond at all.

Intimis delivered both this insight and the ability to target telesales activity at warm prospects only. This pinpointing of response reduced wastage of resources and increased cost-efficiency.

Following outbound telesales, hot prospects signed up, while a handful unsubscribed.

This further streamlined activity for wave two and the second email. At this stage, and based on real-time response monitoring and data, messaging was further personalised, highlighting workshops in the prospect's area.

The second wave of hot prospects signed up and once again, outbound telesales concentrated solely on warm contacts, maximising efficiency and minimising cost.

By wave three, only non-respondents from previous communications and non-contacts from outbound telesales in wave two were contacted via personalised, digitally printed DM. And the sign-up, follow-up, unsubscribe and non-contact process ran once more.

At the end of the process, non-respondent data was fed back into a CRM database, with the remainder becoming customers.

Intimis increased response rates threefold with a 50% reduction in cost. This boost in ROI was gained by streamlining the entire contact process, removing wastage and targeting activity where greatest opportunity lay.