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Background
Our client is part of Australia’s premier gambling and entertainment group. An opportunity became apparent to grow revenue by targeting dormant accounts, leveraging on the 2014 FIFA World Cup.
Challenge
The campaign objective was to reactivate dormant accounts. Historically our client utilised email as their primary marketing channel. However, with this campaign they knew that they needed to really cut-through and engage with lapsed customers to re-activate their accounts.
Solution
Direct Mail was selected as the channel to drive the level of engagement needed to hit the ambitious campaign targets. The creative consisted of an A4 variable offer letter printed on Blue Star DIRECT’s High Speed Continuous Colour printer along with a personalised full colour digitally printed ticket with the corresponding offer. 80,000 lapsed customers were mailed.
Results
The DM campaign achieved conversion rates as high as 53.4%, with an average conversion rate of 21% across all five segments. A conversion was measured as a re-activated account. Our clients CRM Campaign Manager says “Blue Star DIRECT provided a brilliant concept for our World Cup Direct Mail campaign within a very short time frame. Though we requested a number of visual and data changes (some at the last minute), Blue Star DIRECT were more than accommodating and ensured any delays were mitigated. The high conversion rate reflected the efforts Blue Star DIRECT put into our campaign.”
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get your free consultation nowWorking with Blue Star DIRECT, I feel confident that the sensitive data we deal with is in safe hands. The team are proactive and consultative, readily available and regularly go ‘above and beyond’. They take an active interest in our Direct Marketing outcomes and work hard to ensure our continued growth while implementing cost-savings.
I would just like to pass on our gratitude to Blue Star DIRECT VIC and NSW for the achievement of getting our carbon dm campaign out the door on time with minimal issues.
In consultation with Blue Star DIRECT, our newsletter was revolutionalised into a highly personalised, targeted eNewsletter with an equally personalised print alternative (to fulfil bounce backs and for customers who express a preference to receive a printed newsletter).
We would recommend Blue Star DIRECT to businesses looking to work with a team of dedicated professionals who understand what your needs are and how to translate that understanding into the deliverables you desire. Blue Star DIRECT offer a consultative relationship over a vendor-customer based model and provide expertise in alternative solutions that you may not have thought of (you don’t know what you don’t know).
During a high profile crisis response project involving a global brand, the logistical challenges of communicating with customers became apparent during a fast-paced, uncertain environment and legally sensitive corporate crisis. We engaged Blue Star DIRECT to assist in a rapid response campaign that involved printing, collating and sending high-quality communications and fragile packages to customers. Their professionalism in managing this difficult project was second-to-none.
We have worked with Blue Star DIRECT for many years across a wide range of mailings; from stylised campaign DMs to BAU communications. What really makes them stand out is the level of service they provide and their advanced knowledge of data. The people genuinely care about their clients and the quality of work, and they’re always responsive and highly professional. Our data is complex; requiring sophisticated programming and Blue Star DIRECT have been consistent in providing clear and accurate DM communications for our donors/customers.
I have always found Blue Star DIRECT staff helpful and very efficient. Having several thousand files on site with Blue Star DIRECT means that in emergency situations it necessitates a request for file to be scanned urgently. They respond quickly and regularly exceed my expectations. Similarly whenever we query any scanned documents they are very responsive to investigate and provide us answers and or solutions. I can recommend their services and would be more than happy to talk to any prospective clients.
The Examinations team had a very positive experience working with Blue Star DIRECT. The customer service provided and knowledge of printing was of a very high standard. I personally enjoyed working with the Blue Star DIRECT team. I would recommend Blue Star DIRECT to other universities if they were to approach you for examination printing.
Blue Star Direct is your only logical choice to handle these crucial tasks
With over three decades of experience behind us, our history of excellence makes Blue Star DIRECT the obvious choice. Across our Sydney, Melbourne and Brisbane locations, our 250 staff work tirelessly to bring you the results you’ll love. And we’ve been in the game for 34 years, so we know what businesses want, and what your customers will respond to.
