GI Insight Engage issue 22 by GI Solutions Group

PAGE 02

Successful Multichannel delivery for Sky PAGE 06

How do I improve response rates?

ISSUE 22

Mail in the digital space

In this issue 03 Successful Multichannel Delivery for Sky Read about how GI Solutions delivered a fast turnaround, multichannel campaign for Sky.

04/05 Mail in the digital space Discover how our ‘Campaign’ tool can allow you to truly target the right customers, with the right message, at the right time.

06/07 News Includes details of our latest white paper as well an offer for a Creative Workshop from GI Red.

Welcome to Engage, the GI Insight magazine with the latest industry news and ideas. Our recent research shows that 71% of customers start their purchasing decisions online. Depending on the purchase, most of us, at some time or another, will search for products and services we are interested in to get more information. Now you can respond quickly to this interest online, and send mail/email to your interested customers, with our new product ‘Campaign’. See pages 4 and 5 for more details. Data hygiene is increasing in importance for many good reasons – not wasting money and targeting customers effectively, being just two. Our new vlog series, presented by Bud Singh, Head of Digital at GI Solutions, explains the different types of data hygiene services we supply and why they will save you money. Read about our recent research, which examines how consumers regard different communication channels and how well they are being used on page 6. We hope you enjoy this issue of Engage. All feedback is welcome, so please do not hesitate to send any comments to marketing@gi-solutionsgroup.com, or contact me using the details below. Thank you for reading Engage.

08 Enhance Your Customer Experience Sign up to one of our highly successful seminars which are run every month.

Yours sincerely,

Andy Wood Managing Director andy.wood@gi-solutionsgroup.com

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This magazine was delivered in an Oxo-degradable plastic polylope and printed by GI Solutions, 147 Scudamore Road, Leicester, LE3 1UQ. Tel: 0116 232 1711; Fax: 0116 232 1611; Website: www.gi-solutionsgroup.com. For more information contact Tara Pickles, Head of Marketing on 07970 263 943. We will hold your details in accordance with our Privacy Policy and may contact you by mail, email or telephone on the products and services offered by GI Solutions. If you would like to unsubscribe from the GI Solutions mailing list please email marketing@ gi-solutionsgroup.com with your details.

ENGAGE 22

Kirk Dobie

kirk.dobie@gi-solutionsgroup.com

07970 830 035

Sky Line Rental Price Change Successful Multichannel Delivery for Sky The Challenge Sky operates the most comprehensive multichannel, multi-platform television service in the UK, Ireland, Italy and Germany. Legally, Sky must keep customers informed of any changes to their contract or rates within a strict time schedule. For price changes, customers must be informed 31 days before the new price is charged. Fiona Millard, Print Manager, Sky, explains, “Our team was challenged with informing 5.3m customers of the impending price change, within a mandatory time period, using 2 channels: Mail, and Email. This campaign would utilise a total of 141 template variants, across the 2 channels. This meant we required a supplier that had expertise in delivering integrated marketing campaigns with complex data builds, and a solution that would allow us to proof all streams together, regardless of channel.”

Key points

As a trusted supplier, they approached GI Solutions for ideas.

• Fast turnaround to hit clients’ critical KPIs

The Solution

• Increased efficiency

GI Solutions have managed Sky’s data for over 10 years, providing complex data and multi-variant template builds for high volume, fast-turnaround direct mail and complex daily transactional mail requirements. GI Solutions imported Sky’s data and assets and composed 82 email templates and provided HTML. At the same time, in the same stream, and from the same data and asset input, 59 letter templates were created and proofed together making it easier for the team at Sky to check and approve.

Results • On time - The 3m mailed packs were produced, mailed and landed within the mandatory time period, meeting critical KPIs. • Saved money - Using Mailmark® Sky saved £6,714, but more importantly Sky had full visibility of the mail landing. • Simple process - All email templates were set and the HTML delivered accurately and on time, at 1/3 of the usual cost, providing a considerable saving.

• Reduced cost

“As an extension of the project team GI Solutions were extremely proactive, diligent and demonstrated their understanding of our requirements, showed great attention to detail and certainly lived the Sky values. The routes to market are changing as swiftly as our business and we have every confidence that GI Solutions can facilitate what we need.” Fiona Millard, Print Manager, Sky

www.gi-insight.com

Mail in the digit 71% of customers say the web is the starting point for most of their major purchases1. Using technology we know when customers visit your website and which pages they visit. Visiting to a product page indicates customers are considering buying, placing items into a basket shows an even stronger commitment to buy, and checking out and buying the product or service is the goal. However, over 90% of visitors to a website won’t check out for many different reasons.

Now with our unique ‘Campaign’ tool, you can trigger communications based on consumers’ website behaviour, converting a greater % of visits into purchases. Even a 5% conversion of ‘abandoned baskets’ will deliver significant lost revenue back to your business. ‘Campaign’ lets you set up personal email and mail campaigns – reacting in real time. 1

Source: GI Insight, The Omni-channel Imperative 2016.

GI ‘Campaign’ tool Now you have the true ability to target the right customers at the right time with the right message.

Daily web page visits

2This is an

indicative example

10,000

Search/browse

7,000

View product

4,000

Add to basket

1,500

Checkout

1,200

Buy

600

Converting 5% of abandoned £30 baskets

£1350 per day additional revenue2

Send an email reminder to abandoned basket customers

al space Mail connects with people better than any other media. The Royal Mail’s Private Life of Mail used a neuroscience technique to measure engagement, emotional intensity and long-term memory encoding when the brain is processing advertising messages. The more effective results from using mail have been linked to its tangibility – the fact that you physically receive a letter which you open and read. The research also showed consumers have a place to keep the mail they receive – one outstanding finding was that mail stayed in the home for an average of 17 days, which shows how mail supports your brand awareness.

Entice interested customers with an offer into their home via mail.

250

Index vs. ‘normal’ resting brain

Send communications to engage browsing customers with additional information

200

150

100

Engagement

Mail

Emotional Intensity

Long-term Memory Encoding

Television

Source: Royal Mail MarketReach, Neuro-Insight, 2013

Interested in improving your customer experience? Get in touch You must ensure you have permission to use customer data for analysis purposes and to contact your customers by mail and email. Make sure it is clearly stated in your terms and conditions when customers agree to be contacted and also it is clearly stated in your cookie policy. For more information on how to win your customer’s trust by gaining their permission to contact them, go to www.dma.co.uk.

marketing@gi-solutionsgroup.com

0116 412 0017

News PROMOTIONS, NEWS, IDEAS & UPDATES How do I improve my response rates? Get in touch to organise a Creative Workshop.

data driven creative

Our Creative Workshop will help you identify the best ways to optimise return on your budget. We will improve your response rates and provide your customers with a better brand experience.

Meet your objectives Improve results

Our 6 simple questions will provide us with enough insight to make recommendations to bring your communications to life for your customers.

Enhances Customer Experience

For more information contact Paul Sumner:

Improve response rates www.gi-red.com

marketing@gi-red.com Paul Sumner on 0116 232 1711

for a Creative Workshop

ity Profitabil g Proven Deliverin

How should you adapt to an omni-channel marketplace? UK consumers say that most organisations still have a long way to go to become truly omni-channel. The good news is that this presents an opportunity to take the competitive lead in your market.

i-channel

The Omn

NELS LE CHAN OSS MULTIP STRATEGIES OUR ACR NEL R BEHAVI NI-CHAN CONSUME WITH OM KING AT PONDING REPORT LOO INESSES ARE RES CH EAR A RES LY BUS EFFECTIVE AND HOW

But where do consumers today begin their purchasing journey? And how many prefer to buy online as opposed to in a shop? These questions and a great deal more besides are answered in GI Insight’s latest research paper, ‘The Omni-channel Imperative’.

For more information, get in touch with Kirk Dobie, GI Insight Commercial Director: 07970 830 035 or 0116 412 0017 kirk.dobie@gi-solutionsgroup.com

ENGAGE 22

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Go to www.gi-insight.com/whitepapers to download your copy or scan the QR Code below.

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0116 412

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Seminar Dates How data hygiene can enhance Customer Experience and improve Campaign ROI To help you ensure your data delivers the best response for your campaigns, we created our Data Hygiene vlog series. In each issue, Bud Singh, Head of Digital Operations at GI Solutions, will share best practice tips and advice for keeping your data healthy and cost effective. In Issue 1 of the series, Bud discusses Gone-aways, and how you can benefit from monitoring and removing them.

Data Protection Seminar

Friday 24th June GI Insight, Leicester

Direct Mail Seminar

marketing@gi-solutionsgroup.com

Thursday 30th June GI Solutions, Leicester

0116 232 17 11

Watch the vlog at www.gi-solutionsgroup.com/ gi-solutions-knowledge-centre/data-hygiene-vlog or scan the QR Code above.

Go to www.creativeformats.com

Integrated

Communications Seminar Thursday 28th July GI Solutions, Leicester

259

Input the format code number in the search bar to watch 3D animations of the formats.

Seminar registration Go to gi-solutionsgroup.com/ seminars or use the QR code below. Download a free code reader app at www.beetag.com

www.gi-insight.com

Enhance your Customer Experience by attending our Seminars Customer Insight Seminar

Integrated

Communications Seminar

Direct Mail Seminar

Explore how to use cross-channel data more effectively and deliver a practical understanding of driving profit from on and offline data.

Discover the data choices, creative opportunities and technology advances which will enhance your customers’ experience and improve your control and reporting.

Gain a practical understanding of the direct mail production process, how to maximise your budget, target effectively and create campaigns with maximum impact.

Thursday 22nd September 2016 Thursday 10th November 2016

Thursday 28th July 2016 Thursday 29th September 2016 Thursday 24th November 2016

Thursday 30th June 2016 Thursday 25th August 2016 Thursday 27th October 2016

“The seminar gave me a good understanding how offline & online data can be used to build a strategy to drive revenue.”

“Very informative. Obvious that each speaker really knew their subject, and overall delivered with a great deal of enthusiasm.”

“Really informative without being too fact-led and heavy. Great interaction.”

Holly Sullivan, Group Customer Propositions Manager, New Look

Lee Bevan, Service Delivery Manager Print, British Gas

Loyalty Marketing Co-ordinator, M&Co

0116 412 0017