ISSUE 23
e v i t a e r c s a e id
INSIDE THIS ISSUE PAGE 03
How Butlin’s implement A/B split testing on their pricing strategy PAGE 06
DM Trust aims to create a sustainable future for one-to-one marketing
In this issue 03 Butlin’s Holiday Promotion Read how Butlin’s implements A/B split testing on their pricing strategy.
04/05 Discover 5 new ways to stand out on the doormat Discover just a few of the many forms of direct mail available to use
06/07 News Includes photography tips; Information on abandoned baskets; a Royal Mail update and find out about the DM Trust.
08 InternetRetailing Conference
Oliver Welcome to Engage, the GI Solutions magazine that provides you with industry news and ideas for your company. Do you want to find new ways to stand out on the doormat? The best way to make an impact when sending direct mail is by producing creative, innovative pieces which engage with customers. Pages 4 and 5 show five key ideas to consider, from using scent to making it personal. On page 3 you’ll find a great case study, showing the results that Butlin’s had when implementing an A/B split to website visitors, assessing the performance of three pricing strategies. We find out about the DM Trust and their contribution to the marketing industry on page 6, along with tips for photography success and information on abandoned baskets. 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. Yours sincerely,
Patrick Headley CEO
Patrick.headley@gi-solutionsgroup.com www.linkedin.com/in/patheadley
View online www.gi-solutionsgroup.com/engage Or use the QR code below. Download a free code reader app at www.beetag.com
If you you need need more If more information, information, contactcontact me Oliver, me Tara Pickles
This magazine was 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.
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tara.pickles@gi-solutionsgroup.com 07970 263943
ENGAGE 23 0000016
Butlin’s Holiday Promotion Using Campaign to optimise promotions increased Butlin’s web purchases The Challenge
Results
The family holiday market is intense and competitive. During key sales periods, the marketing, sales and yield teams at Butlin’s make daily pricing and promotional decisions that affect the success of marketing campaigns.
The results were dramatic. The audience exposed to a ‘per person’ model were the most likely to convert, with 15.7% of visitors requesting a quote. The ‘family package’ approach generated a 14.9% conversion rate, and surprisingly, the discount approach fared worst… generating just over 10%. A key discovery of this test was that larger group/ families were in fact put off by a “per person” pricing approach. So the marketing approaches needed to treat these groups differently
Internally, there was a perception that ‘package based’ pricing, an approach driven by the business’ underlying technical platform, was not performing so well when applied to web-based promotions. However, there was insufficient data to facilitate clear decision making.
The Solution Using Campaign, and supported by GI Insight analysts, a website test was designed to assess the performance of three common pricing approaches. In real-time, visitors to the site were split into three distinct audiences and would receive one of the following three promotional wrappers:
Conversion rates for each promotion:
Per person price
15.7%
Family package price
14.9%
Discount
10%
• A “per person” price • An inclusive “family package” price • The “discount” currently available Campaign led the entire user experience – ensuring that each audience only received the chosen pricing approach – even during follow-up site visits.
Key points • Real time A/B website testing • Split Test offers • Fully Automated service
www.gi-solutionsgroup.com
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1 Go large Making your mail the same size as everyone else’s might mean you don’t stand out so consider making your mail larger. To see our Long Piece Mailer in animation, scan the QR code or search the ID number below.
crea ide
263
2 Use coloured film A striking effect can be created by using coloured or frosted film over a die-cut aperture on a mailer. To see our Superhero format in animation, scan the QR code or search the ID number below.
264
3 Attach a keepsake There may be information you want your customer to keep as a reminder about additional services you offer. A detachable card is one of the many ways you can do this. To see our Never-ending folded card in animation, scan the QR code or search the ID number below.
248 For more innovative mail formats & ideas f
creativeforma
4 Use scent Adding a scent to your pack will increase the emotional response. We used chocolate but you can use cinnamon at Christmas or strawberries in summer.
ative eas
To see our Chocolate slider in animation, scan the QR code or search the ID number below.
171
5 Personalise your envelope & letter Tailoring your message to your customers’ tastes and preferences will let you stand out against your competitors. To see how the digital envelope pack works, see our short video here www.gi-solutionsgroup.com/ gi-solutions or scan the QR code.
To view all the formats featured on this page, go to www.creativeformats.com and search the ID number.
For a sample pack get in touch with us at: marketing@gi-solutionsgroup.com
ats.com
0116 232 1711
CF code
Input the format code number in the search bar to watch 3D animations of the formats.
marketing@gi-solutionsgroup.com
News
PROMOTIONS, NEWS, IDEAS & UPDATES
DM Trust aims to create a sustainable future for one-to-one marketing Formed from the merger of the IDM Trust and the Direct Marketing Foundation, the Trust aims to create a sustainable future for one-to-one marketing by raising and distributing funds to support the best new talent in the industry and promoting fairness to consumers. It does this through two committees to distribute funds: the Derek Holder Legacy Fund and the Consumer Grants Fund. The Trust supports organisations providing educational and training opportunities to improve the skills of existing and future industry members; it funds projects which benefit the consumer and which contribute to general compliance and enhance the reputation of one-to-one marketing; and it awards grants to those organisations which increase our understanding of one-to-one media.
For more information contact Suzi Higman at The DM Trust Ltd on:
Applications will be accepted from organisations, educational establishments and groups of individuals.
020 7291 3350
Download our 7 tips for more successful photography
Tips & tricks for photography success in GI Red Alert They say a picture speaks 1000 words, so it is essential to convey the right message when using photography. This issue of GI Red Alert focuses on seven helpful hints to help maximise the impact of your photos, from focusing on the quirky, creative side to helping build the brand identity. For more information contact Paul Sumner: www.gi-red.com marketing@gi-red.com Paul Sumner on 0116 232 1711
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ENGAGE 23
www.dmtrust.org.uk
Seminar Dates Could your abandoned basket strategy work harder? To find out more about why customers abandon baskets our sister company, GI Insight looked at the reasons behind the behaviour. The findings were surprising and informative. Read ‘Do you Shop or Drop?’ to learn how different elements affect how customers behave and the most effective strategies to maximise your revenue and build customer loyalty.
Sign up to one of our highly successful seminars.
Direct Mail Seminar
Thursday 25th August See website for venue
Customer Acquisition Seminar
Thursday 8th September See website for venue
0116 232 17 11
Integrated
Communications Seminar
marketing@gi-insight.com www.gi-insight.com
Royal Mail introduces ‘Scheme for Growth’ Royal Mail is encouraging the growth of direct mail by introducing a postage credit scheme, with the aim of lowering prices for customers who use mail to grow their business. The scheme is designed to reward senders that grow their advertising mail volumes over a 12 month period.
Thursday 29th September See website for venue
Seminar registration Go to gi-solutionsgroup.com/ seminars or use the QR code below. Download a free code reader app at www.beetag.com
This scheme is open to join now and anyone intending to post at least 250,000 incremental mail items over the course of the next 12 months is eligible to join. For more information email: emma.v.fletcher@royalmail.com
www.gi-solutionsgroup.com
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