www.astech-intermedia.com

ASTECH DMA Direct Marketing Automation

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Why Direct Mail?

• Telemarketing is HARD • Do-not-call legislation

• Outbound efforts greeted with antagonism

• Low CPU; high delinquency

• E-mail marketing is INSUFFICIENT • SPAM filters, abuse, viruses pose impediments

• E-mail address databases lacking

• Direct mail is… • Personal

• Variable

• Measurable

• Comprehensive

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Direct Marketing Automation

• Objectives

• Leverage investment in MAAX • Segment

• Automate

• Evaluate

• Personalize

• Rapid, cost effective channel deployment

• Enhanced audience & messaging granularity

• Implement “best practice” applications

• Minimize oversight requirements

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Resulting in…

• Dramatic improvements in subscriber retention

• Increased sales productivity across all channels

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Underlying Assumptions

• Retention of an existing customer is more profitable – in both the short- and long-term – than a new start

• Marketing expenditures should be allocated accordingly

• Retention begins with the acquisition

• Focus on acquiring the RIGHT customers

• DM part of an integrated channel strategy

• Transactional data most powerful

• The “typical” LIST/OFFER/CREATIVE ratios do not apply to newspapers

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Creative

30% Offer

30% List

40%

The “Typical” Perspective

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Creative

20% Offer

40% List

40%

The Newspaper Perspective

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The Partners

• ASTECH InterMedia

• Industry leader in marketing automation systems

• SourceLink

• Specialists in one-to-one direct marketing production services

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ASTECH DMA Benefits

• Consolidate print streams for multiple clients

• Achieve production & postal discounts

• Increase personalization to optimize response

• Minimize delivery window

• Improve customer relationships

• Enhance acquisition productivity

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The DMA Process

• MAAX CRM

• Establish business rules

• Automate file output to…

• SourceLink

• Insert variable data and images

• Batch in like format

• Postal pre-sort, bar-coding

• Produce electronic versions

• Produce output

• Insert in mail stream

• Track delivery

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DMA Applications

• Start verifications

• Customer satisfaction surveys

• Complaint response & disposition

• Vacation re-starts

• Renewal notices & payment reminders

• Invoicing

• Private party – nonsubs

• Reactivations

• Upgrades

• New movers

• Triggered acquisition

Thank You

www.astech-intermedia.com