Modern Database Marketing with Direct Mail Personalization

Direct Mail Personalized

Direct Mail Personalized

Modern Database Marketing with Direct Mail Personalization

In the database marketing industry, we always throw around the word “personalization” as if everyone already understands what we mean.  It really is a generic term.  Are you telling personal secrets? Are you talking about how much they drank on their last trip? Are you getting too “personal”?

The problem with using a generic term to describe what we are doing is that everyone has their own idea what the term means.  To some people in the industry “personalization” means using the recipient’s name somewhere in the copy of the direct mailer.  That is what it meant… five to ten years ago!

Modern personalization  is an incredibly different animal that is not well represented by a one-word term.

Modern personalization is one-to-one conversations with each customer, en mass.

For example, Customer Mary visits the casino with her husband and enjoys playing Keno and eating at the buffet.  Customer Jim is single and likes to come to your concerts, drink beer and bet on sports. How do you make one invitation that appeals to both of these people?

Just putting “Hey Jim” in the direct mail piece is usually not enough to make an offer more appealing to him if it isn’t relevant to his interest in your property.

A customer asked me the other day why they get so few responses to their concert promotions.  They mail out 10,000 pieces and get 100 responses.  “How come?” they asked.  Well it turns out the exact same 10,000 people are invited to each concert and they aren’t sure if those particular people share a like for each particular type of concert.

They need to code their database with music interests and invite people that enjoy the type of concert you are promoting.  This is the first step in modern personalization.  Put the right act or promotion in front of your customers that like that act or promotion.

Music is a great way to have this conversation but it applies to everything about your Hotel Casino property. You don’t promote 80s hair band music to 60 year old guests and you don’t promote the steak house to people who like the buffet.  Send blackjack invites only to people that like blackjack and send slot tournament invites only to people that like slot play.  This is the heart of high response marketing.

This can be done all in ONE direct mail piece!

With today’s modern technology we can do all this in one direct mail piece. There are only a couple of hurdles to making this possible. First you have to find the easiest ways to match your event and hotel casino offerings to the guests that like each of your amenities.  This is best established by tracking EVERYTHING your customer does.  For example, you need to track the types of rooms they stay in and the types of food they prefer on property.

Next we need to establish things about your clients that you currently do not have access to.  For example, do they golf? Are they married? What kind of music do they like? What kind of occupation are they in?  There are many ways to do this with in-house surveys or modern data-append services using some great outside consumer databases to gather new information.

Finally, the last step is to learn how to build a marketing matrix.  This is a spreadsheet where we describe the differences in each dataset we have pulled and what offers each database receives.  Basically, we query each special interest we can find to market to and make a map to which offers will be rotating in each direct mail piece.  This  personalizes the offers, look and feel of each piece.

The art

Now the fun happens. We build four different art sets for the invitation.  One design caters to blackjack players, one design feels more like buffet and keno, one design is 80s hair band and buffet and the last design is a golf themed piece that includes a slot tournament and steakhouse offer for those people we know like those.  This is all for offers for the same weekend, of course.

We compile your databases together and rotate the graphics in the printing and outputting process.  This is the recipe for high response modern direct mail personalized casino marketing.

Everyone gets something that appeals directly to them and their interests in a gaming experience.

The biggest gain is that over time each person in your database starts to feel like your property is their favorite because it appears that your product is exactly what they are looking for.  Every player gets a unique experience that feels most comfortable to them and they end up visiting more often.  This gives you a greater share of their annual gaming budget.

 

Database Marketing Tips, National Change of Address

Database Marketing Tips:  NCOA your data!

Database Marketing Tips

Chris Ohm from our Data and Design Team

Building a clean and efficient database is the keystone to your direct mailing projects. Without such you may subject yourself to such “side effects” of higher postage rates, returned mail, low response and turnouts, and ultimately  un-reached clients.

Compiling a completely accurate list of your clients can take a long time, such as months and sometimes even years! By the time you decide to do a mailer, a quarter of those clients could have moved.

These clients would never receive your offer in the mail, and it would be mailed to the return address…you! If you have a 10,000 list of data and 100 people may have moved, this can result in a lot of people who will not receive your mailer. That’s where NCOA processing can save you some serious cash.

“National Change of Address” or NCOA, is a process in which your data is processed through a USPS backed second party. Once ran through the NCOA process anybody who had updated their current address through the Post Office, after moving, will have their address updated to reflect the new one. This can save a bundle of money and increase your advertisement’s response percentage.

You’ll want to utilize this with all mailing lists. On top of the NCOA process appending new addresses to old ones, It also produces a batch of addresses we call “NCOA BADS” these would be your clients that have moved, but did not update their address with the post office.

Here is an example of some percentages NCOA cleans in your data:

  • 80.92% Forwarded moves containing delivery point confirmed–New address provided
  • 1.18% Moves containing unconfirmed addresses – New address not provided
  • 13.80% Moved, left no address
  • 3.92% PO Box Closed
  • 0.18% Foreign moves

As you can see, a good portion of your data can potentially be un-mailable or returned back to you at great expense. Why waste the extra money of your print and postage costs?

Very few companies offer this service correctly, and even fewer offer it with the knowledge and capability that CSG provides for its customers.  For example, CSG can return you an updated list including the records that were corrected, the ones that did not move, and the few that moved but did not update their address.  Using this service maximizes your data’s efficiency so that your mailers will have higher response rates.

NCOA your data and the results can be rewarding!

Don’t forget to ask us how to get all that cleaned data back into your system.

Global Cash and Casino Share Intelligence™

Every day GCA, (Global Cash Access) is creating new innovations and concepts that lead to enhanced customer service and more robust profitability for it’s clients. This is the core value that provides the foundation for GCA’s boldest thinking. They focus on redefining the possibilities of cash access products and related services throughout the gaming industry – both in the U.S. and abroad.

The technologies created are the standard bearers for the entire industry, and continue to blaze new trails in terms of what cash access can do for casinos and their customers. In total, 1,111 gaming establishments worldwide come to GCA for ideas and innovation. GCA processed more than 90 million transactions and dispensed more than $18.9 billion in cash in 2010 alone. GCA’s global presence enables side-by-side work with all of its clients worldwide – and that means real customer service delivered in real time. GCA is poised to equip your casino with future-forward devices and solutions that generate more profitability on your floor.

So what is CSG Direct’s focus in all of this? One of the many services that GCA offers: Casino Share Intelligence™

Casino Share Intelligence™
If knowledge is power, then prepare for superhuman strength. By accessing GCA’s unrivaled database of player data, Casino Share Intelligence (CSI) derives robust algorithms that deliver trended shared reports over a 12-month period.

These include:

Market Share
Percentage of all GCA patron withdrawal dollars at your casino compared to dollars withdrawn in your competitive market—depicted in a convenient heat map format.

Patron Share
Percentage of all GCA patrons that made at least one withdrawal at your casino compared to the number of patrons in your competitive market.

Wallet Share
For those patrons that visited your casino and have at least one withdrawal, what percentage of patrons’ total wallet are you capturing? CSI offers a variety of patron filters—including value, age and distance—to refine results which enable you to identify shifts in share so you can take immediate action. This robust tool can even identify the top players in your market—and analyze how much cash they’re withdrawing in your casino compared to your competitors. For the first time ever, you’ll be equipped with information to proactively prevent player defection.

Image in the possibilities with this software in your casino. Be able to target your big players and keep them at your casino. We live and breathe casino databases, digital printing and results! If You are here today, it’s because you need results! We can make that happen! You will get your greatest results right here! You have a project that needs to be optimized. So Let’s do your next Direct Mailing Together!

At CSG Direct Inc. We’re known for providing you with The Greatest Value in Direct Mail!

CSG Direct Mail and the Postal Customer Council

The Postal Customer Council® (PCC®) program is a valuable resource for business mailers, large and small. Local PCCs serve as an open channel for USPS-to-business communication, providing information and best practices for cost-effective and profitable mailing, education and training, and solving local challenges. Though most PCC members include large business mailers, government agencies, and business mail service providers, small businesses can benefit from PCC membership, too.

Your local PCC offers these benefits…

• Learn from postal experts about marketing through the mail.
• Find new sources for mailing lists. Printing, database management, and more.
• Get discounts to major mailing industry events.
• Network with other mailers, business mail service providers, and USPS executives to discover new ways to make your mailings more efficient and profitable.
• Hear first-hand from other decision-makers on how they deal with the same challenges you face.
• Leverage best practices to improve mailing effectiveness, efficiency, and profitability.
• Gain knowledge about postal products, services, and tools to improve mail quality through workshops and events—and earn a professional certificate to boot.

The US Postal Service continues to modernize and automate steps to keep postage low and better serve its clients. Every event put on by your local Postal Costumer Council is a chance to come learn about new and innovative features.

For example the new Business Customer Gateway from the US Postal Service. The Business Customer Gateway gives you a single, unified landing point to access the Postal Services’ online business offerings. These channels consist of the products that support intelligent Mail Full Service Mailing. This includes PostalOne!, FAST (Facility Access and Shipment Tracking), CLDS (Customer Label Distribution System) and Mailer IDs (MID).

For more information and PCC locations in Nevada:

Northern Nevada PCC
2000 Vassar Street
Reno, NV 89510-9998Cindy Cornelison,
PCC Postal Co-Chairman

cynthia.k.cornelison@usps.gov
T (775) 788-0690
F 775-333-2805Matt Balzer,
PCC Industry Co-Chairman

matt@mmswest.com
T 775-331-5554
Southern Nevada PCC
1001 E Sunset Rd
Las Vegas, NV 89199-9996
Web siteCraig Colton,
Postmaster

craig.m.colton@usps.gov
T (702) 361-9200
F (702) 361-9215Marilyn Fenimore,
Customer Relations Coordinator

marilyn.m.fenimore@usps.gov
T 702-361-9544

CSG Direct Mail is proud member of the Better Business Bureau

You cannot be a trusted Direct Mailing and Variable Data Printer if you are not A+ rated by the Better Business Bureau

The vision of the better business bureau is to promote an ethical marketplace where buyers and sellers can trust each other. In order for a business or company to be a part of the Better Business Bureau one needs to follow certain standards. These Standards for Trust are a comprehensive set of policies, procedures and best practices focused on how businesses should treat the public – fairly and honestly in all circumstances.

Build Trust
Establish and maintain a positive track record in the marketplace.

Advertise Honestly
Adhere to established standards of advertising and selling.

Tell the Truth

Honestly represent products and services, including clear and adequate disclosures of all material terms.

Be Transparent
Openly identify the nature, location, and ownership of the business, and clearly disclose all policies, guarantees and procedures that bear on a customer’s decision to buy.

Honor Promises
Abide by all written agreements and verbal representations.

Be Responsive
Address marketplace disputes quickly, professionally, and in good faith.

Safeguard Privacy
Protect any data collected against mishandling and fraud, collect personal information only as needed, and respect the preferences of consumers regarding the use of their information.

Embody Integrity
Approach all business dealings, marketplace transactions and commitments with integrity.

All BBB accredited businesses as well as CSG Direct Inc. have agreed to live up to the Standards for Trust. At CSG Direct, we have a long history in honoring these trusts. Our direct mail team helps us create new mailing services that help you out from the moment you pick the phone to call us.

We are direct mail trainers, mailroom managers, database marketing managers, mail room service equipment operators and technicians. We know you aren’t “dabbling” in direct mail and neither are we. We have one of the friendliest, most experienced mailing services teams in the direct mail business.

“There are a lot of direct mail companies out there and everyone talks a good talk. We know that our gaming clients need this critical resource to execute their direct mail campaigns. We believe we have found the right partners in Michael Hemphill and his team at CSG Direct Mail. What’s unique about CSG, and especially boy “technical wonder” Michael, is that they are always looking for the latest tools to keep their clients at their most effective. They are not only a partner of Raving’s, we have been their client as well. We look to our partnership with the CSG Team – and sharing them as a strategic resource with our customers.” -Dennis Conrad, President and Chief Strategist, Raving Consulting Company

We live and breathe direct mail strategy, digital printing and results! From experience; if you always reach for ‘the cheapest bid’ it may be best to not mail at all. The road to Direct Mail success is littered with the bones of people who thought they tried direct mail only to have failed because they thought they we’re saving a couple bucks.