Category / SAAS

by Jeff Midgley

Helping CMOs listen to their data with Adobe analytics.

Reviewing and deciphering key customer analytics is a critical activity for just about every organization. Adobe wanted to generate awareness of its analytic services to CMOs.

To do that, Adobe selected the Fritz & Andre agency to create an integrated campaign to CMOs promoting the Adobe Marketing Cloud. The agency invited me to join the project and create a number of campaign concepts that would also include a dimensional mailing and a product incentive. Ultimately, Adobe selected the theme of “Listen to What the Data Is Trying to Tell You.”

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We wanted CEOs to know just how important it was to listen to and act on their data. The first touch to the targeted list of CMOs was an email teaser that let them know how they could request a small gift.

Adobe Listen Email

Responders to the email received a set of Skullcandy headphones in custom Adobe packaging which we created.

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The third touch was an iPod digital music player in custom Adobe packaging. The campaign was successful in getting the message through loud and clear, with a significant number of recipients requesting appointments and learning more about Adobe Marketing Cloud.

Adobe_Skullcandy Box

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by Jeff Midgley

Telling a family story through personalized Ancestry mail.

 

Ancestry.com was looking to test new forms of direct mail for its sales letters promoting a subscription to the online family history service. They asked Rastar Digital Marketing to propose a variable-data direct mail campaign. We put together several concepts, with the winning concept being a tie to the Civil War. Using the Civil War records database, we used the last name of the prospect to look up how many of their ancestors fought on each side of the war. Then, based on the result of that search, a unique headline would populate on the letter, which would also show through the envelope window.

For example, the intro line might read:
Montgomery Soldiers in the Civil War: Yankees 221, Rebels 18

In this case, where the Yankee number was higher, the headline read:
Looks Like the Montgomery Family Helped Start the Yankee Win Streak.

If the Rebel number was higher, the headline read:
So This Explains the “Rebellious” Side of the Montgomery Family.

If the number was equal, the headline read:
So That’s Why the Montgomery Family Is Always Taking Sides.

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The campaign proved to pull a higher rate than the control (offset printed direct mail). However, the results were not high enough to offset the added cost of producing a digitally printed campaign. The test was valuable in determining which forms of direct mail would continue to increase campaign ROI.

 

Ancestry.com Variable Data

Ancestry.com Variable Data

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