Presented at Clemson University to the Graphic Communication Majors Inaugural Session of Sales Training for the Print Industry

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Source: Wizard of Ads, Roy H. Williams citing Yankelovich
study, USPS Study Delivered to PIA Variable Data Conference,
January 2007

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Source: ES Research Group Study

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10. Relevant
Static DM
response
Over 3x higher averages less
Relevant DM than 2%
averages 6.5%
Just Personalized

11. Response Rate Learning
20x lift
Right Time
10x lift
Right Message
5x lift
Right Individual
2x lift
Recipient’s Name
20% lift
Static Personalized Highly Relevant

12. Trackable Capture
Messaging Response/Purls Information
/Channels Gurls/Curls
Data
Nurture
Revenue Activities
Best Practices

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•Profile existing data
•Create predictive models
Data •Purchase prospect data
•Hypothesize and test
•Continually learn from response

14. • Messaging
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15. Channels
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Sources: eMarketer Multi-tasking Consumers January 2007; DMA Study

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Source: Source: InfoTrends Study Provides Insight into Multi-
Channel Communications Opportunity, January 9, 2009

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Source: 1 ExactTarget’s 2009 Channel Preference Study, 2:
comScore data, Article By Ioanna Opidee 12/28/2011

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Source: USPS

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Source: Finding the Right Channel Combination: What Drives Channel Choice,
ICOM, a division of Epsilon Targeting

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Source: Finding the Right Channel Combination: What Drives Channel Choice,
ICOM, a division of Epsilon Targeting

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Source: Return Path monitored data from its Mailbox Monitor service
for campaigns conducted from July to December 2011, tracking the
delivery, blocking and filtering rates for more than 1.1 million
campaigns.

22. • Trackable Response/
Purls Gurls/Curls
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Source: 1Frank Hudetz of Solar Communications

24. Capture
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Source: Agile Education Marketing

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Learning
Nurture
Activities 20x lift
Response
Highly Relevant

27. Source: The Ninety Day Window of Opportunity, BAI Research

28. • Revenue
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29. Source: MIT, Insidesales.com Lead Response Management Study

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Best Practices

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