Complimentary White Paper Connects Customer Service and Direct Marketing
According to a new white paper published by EU Services, companies and organizations in a variety of sectors — including publishing, finance, travel and nonprofit — are using variable data printing, micro websites, cross-media marketing, and web-to-print applications to sustain customer relationships. Consider how the following companies are using personalized communication with their customers to engender loyalty.
• Walt Disney World sends a welcome mailer to registered guests before they arrive, personalized with individualized recommendations on how to best enjoy their visit. The strategy has reduced cancellations, increased additional ticket sales and reduced costs by eliminating non-relevant marketing collateral.
• Barbour Publishing employs personalized web pages to attract customers to its Christian mystery book club series – an addition that not only increased response rates, but also gathered solid information about which lists produced the best results. The PURL campaign improved return on investment by saving on business reply mail postage and list key coding.
• Strayer University uses a variable data printing solution to respond to prospective students within 24 hours with a personalized mailer form their local Strayer campus. This quick response serves as a great way to launch that all important new-student relationship.
“Customer Service and Direct Marketing – The New Synergy,” by Crystal Uppercue, is now available from EU Services. This free white paper explains how savvy marketers apply common direct marketing capabilities to customer relationships. Download the white paper at www.euservices.com.
