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 Industry: Govt, Education & Non-Profit Solution: Targeted Email & Print  Challenges:
Best Practices:
Shop.org, the association for retailers online, recently utilized Scene7’s Dynamic Imaging Solution to generate personalized imagery in a multi-channel marketing campaign for its 2004 Annual Summit. Shop.org wanted to deliver a uniquely personal marketing campaign that would stand out from the clutter and generate interest from its thousands of leading retail members and partners. The campaign included several emails and a print component, with each piece inviting the recipient to the Annual Summit and Kick Off Event at a local nightclub. The initial creative featured a guitar as the main visual element. To add impact, using Scene7’s dynamic imaging capabilities, Shop.org dynamically inscripted every recipient’s first and last name onto the main guitar image in stylized text rather than having to rely on simple HTML text or extensive manual graphic editing for the personalization. Scene7 can dynamically apply any stylized font and visual effect such as drop shadow, glow, rotate, and contour to any length text string and have it automatically size to fit within a specified area on an image. Any data-driven variable information including customer profiles, product-specific attributes (such as name or price), and promotional offers can be cost-effectively generated on the fly and delivered via any email vendor. Scene7 enables companies to quickly and easily deliver highly targeted, visual email campaigns that increase open and click-through rates and drive multi-channel sales – without putting a strain on technical resources and avoiding additional production costs. Shop.org extended the personalized campaign to a print postcard, with the same visual elements and visual personalization. Utilizing Scene7’s Variable Data Output feature, the recipient’s first and last name were imported via an XML file into Scene7’s Image Production System (IPS). This XML information was fed into a single IPS image template that dynamically inscripted the names onto the guitar image and created all of the high-resolution print-ready files. Results: The combination of one-to-one email and print invitations helped drive increases in response rates and conference registrations for Shop.org. The personalized email increased Shop.org’s response rates by 40%. The Shop.org personalized postcard contributed to an increase of conference registrations of over 200% in the week following the postcard mailing compared to the previous week and the week after. There were no other direct response pieces during this week, thus the increase in registrations can be attributed directly to the personalized print mailer. “We experienced excellent results from our personalized multi-channel marketing programs for our annual event,” said Scott Silverman, Executive Director of Shop.org. “We wanted to create a memorable campaign that would resonate with our members and raise the bar for marketing our conference. The personalized campaigns helped us achieve both of these goals as evidenced by the significant increase in open and registration rates – far exceeding any previous campaign.” To Clients Overview  |
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