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Lisa Stark

A major Health Industry Super Fund was struggling with the effectiveness of their marketing campaigns for government co-contributions due to legislative changes. They worked with Digital Logic to implement a solution using Salesforce Marketing Cloud integrated with Printid, Digital Logic's push-to-print solution. This allowed them to first target members through email, then automatically send direct mail to non-responders. This optimized their spending by using the most cost-effective channels first. The results were an 89% open rate for emails, with 70.5% of opens spending time reading the content. The solution delivered $130k in additional value by maximizing exposure through targeted, automated channels.

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Customer Success Stories Completing the journey with Printid
A major Health Industry Super Fund gained greater control of their marketing spend by embracing Printid - Digital Logics push-to-print solution from within the Salesforce Marketing Cloud. Super Returns with Printid
Challenge Communicate time-sensitive offer using most cost-effective channels to eligible members Solution Leverage data management, eDM and Printid features of Salesforce Marketing Cloud to optimise timely response Results 財 Maximised offer exposure 財 Investment reduced by using most cost-effective channels first 財 Greater control and visibility of campaign activity 財 Tight timeframes were met due to automation of all processes
The Super Fund Serving more than 770,000 members and employing more than 150,000 people providing competitive superannuation and education services, they are Australias leading industry super fund for health and community services.
The Challenge In July 2003, the Australian Government introduced the superannuation co-contribution scheme to encourage middle to lower income earners to make personal post-tax contributions to their superannu- ation funds by matching these payments with $1.50 for every $1 contributed, up to a limit of $1500 per year. In 2013 significant changes were made to this legislation which not only lowered the co-contri- bution value (50%), but the maximum contribution ceiling ($500) and income threshold as well (from $61K to $49K). The legislation change had a huge effect on the number of members eligible for government co-contribution. This meant previously successful DM campaigns run by the Fund, were proving less and less effective, as not only did it affect the strength of their offer but also who they were able to target with it. Various attempts were made to improve the response rate of their campaigns, such as running competitions to encourage member response, but despite their best efforts, the responses to their co-contribution DM campaigns continued to dwindle, affecting company revenues and ROI. The Fund still wanted to be able to communicate the offer to their members but they needed to watch ROI at the same time. They wanted to find out if there was a simple way to use more cost-effective channels of communication first, before committing to another DM campaign and with the end of financial year looming, they had to move fast.
The Discovery Having worked with Digital Logic before on a range of cross-channel direct marketing campaigns, the Fund was already familiar with the companys strengths in linking the offline and online worlds as well as their commitment to customer service. At the same time, the Fund were using Salesforce Marketing Cloud independently of their campaigns with Digital Logic. However, it wasnt until a serendip- itous conversation that the penny dropped for Digital Logic Commercial Director Terry Messervy. We knew the Fund wasnt having much luck with their co-contribution DM campaign. And we knew that they loved using Salesforce Marketing Cloud for their online campaigns. It seemed obvious that our Printid solution would be the misssing piece in the puzzle as it would simply allow them to push-to-print from within their existing platform, enabling them to target these members in the most cost-effective and flexible way.
More specifically, members could be emailed first then the non-responders and hard bouncers would automatically be sent printed DMs as a second course of action, maximising the eDM channel first, before triggering a DM response. As Printid allowed one set of the Funds business rules to be created at the outset to drive both eDM and DM, it would minimise the investment required by exhausting the most cost-effective channels first. For the Fund, it was a solution that also offered them the simplicity they were looking for. With the automation of all campaign components, their campaign deadline was well within reach.
hard bounce hard bounce ope 2 we ope 2 we yes no 1. 2. 3. 4 Direct Mail 1 Personalised Email 1 The Solution - Salesforce Marketing Cloud with Printid The final solution was rolled out across a database of eligible members and involved a combination of printed DM and eDM components fully integrated, on-brand and automated from within Salesforce Marketing Cloud. 財 Business rules and data triggers were set up front, reducing the need for manual intervention once the metrics were in place. 財 Hard bounce emails triggered an immediate DM response. 財 A second email was automatically launched after two weeks, with a DM follow up a fortnight later for non-responders. 財 The additional information gained from the campaign data allowed the Fund to react to the market immediately during the campaign period, eliminating waste and improving ROI.
hard bounce hard bounce ened eeks ened eeks opened 2 weeks opened 2 weeks yes no no no 4. 5. 6. Direct Mail 2 Direct Mail 3 Personalised Email 2 1. Members database centrally housed within Salesforce Marketing Cloud 2. Printed DM sent to members without email addresses 3. eDM to users with email addresses 4. Hard bounce automatically send DM 5. Non-responders sent additional eDM after two weeks 6. Non-responders sent printed DM after another two weeks Plus: 財 All processes were seamlessly automated from within Salesforce Marketing Cloud 財 No manual intervention was necessary once campaign metrics were created 財 All digital components were mobile optimised
The Results The eDM component of the campaign (which represented 64% of the database) received an 89% open rate. Of these opens, 70.5% spent time reading the email as opposed to just opening it and deleting it. This meant that the campaign message received maximum possible exposure with minimal investment from the Fund as the use of printed DM was limited to those who didnt have an email address or didnt open the email. Simply put, the Fund was able to reach their entire database using the most effective channels available while measuring members response and adapting to it during the campaign period. Ultimately, Printid≒s channel prioritisation delivered value in the vicinity of $130K for the Fund, offering a much greater return on their marketing investment. Printid is transforming the way DM campaigns are planned and run. The seamless integration of email and print means marketers now have a simple yet powerful direct marketing solution.
Cost: Ease: Flexibility: Control: Speed: Simplicity: Responsiveness: Security: Uses most effective channels first, reducing waste and maximising ROI Operates from within Salesforce Marketing Cloud a single platform to deploy all digital and print communications Allows you to react to market response during the campaign period Lets you preset campaign parameters to suit your budget Automates all processes in real time, reducing timelines as a result Requires only one contact, one brief, one set of data, one set of business rules and one platform, for all your cross-channel marketing campaigns Responds to and records your customers digital body language All data housed within the one safe environment of Salesforce Marketing Cloud 8 ways that Printid gives you greater control of your marketing:
Digital Logic Marketing Solutions 477 Warrigal Rd Moorabbin VIC 3189 | +61 3 9555 5001 | contact.us@digital-logic.com.au | www.digital-logic.com.au Imagine more Digital Logic is Australias leader in specialist marketing services and innovators of the first seamless, integrated multi-channel platform solution with Printid. We build solutions that take a 360属 customer view to drive acquisition while enhancing value growth using a combination of retention and expansion tools and strategies. Leveraging our expertise and partnerships with technology leaders including Salesforce Marketing Cloud, Xerox, Return Path and Empirics, along with our knowledge, analytics, business and customer intelligence, we create a series of interactions that cut across the customer journey to deliver direct, personalised customer communication experiences that build lasting brand loyalty. Maintaining a single customer view, Digital Logic automates the delivery of these highly relevant and targeted one-to-one communications through the most appropriate channels to reach each recipient at the right time, through the right media and device. Directing personalised email, mobile, social, web, video and print media, we help our clients drive customer engagement, developing valued, life-time relationships.

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Customer-Success-Story-Generic

  • 1. Customer Success Stories Completing the journey with Printid
  • 2. A major Health Industry Super Fund gained greater control of their marketing spend by embracing Printid - Digital Logics push-to-print solution from within the Salesforce Marketing Cloud. Super Returns with Printid
  • 3. Challenge Communicate time-sensitive offer using most cost-effective channels to eligible members Solution Leverage data management, eDM and Printid features of Salesforce Marketing Cloud to optimise timely response Results 財 Maximised offer exposure 財 Investment reduced by using most cost-effective channels first 財 Greater control and visibility of campaign activity 財 Tight timeframes were met due to automation of all processes
  • 4. The Super Fund Serving more than 770,000 members and employing more than 150,000 people providing competitive superannuation and education services, they are Australias leading industry super fund for health and community services.
  • 5. The Challenge In July 2003, the Australian Government introduced the superannuation co-contribution scheme to encourage middle to lower income earners to make personal post-tax contributions to their superannu- ation funds by matching these payments with $1.50 for every $1 contributed, up to a limit of $1500 per year. In 2013 significant changes were made to this legislation which not only lowered the co-contri- bution value (50%), but the maximum contribution ceiling ($500) and income threshold as well (from $61K to $49K). The legislation change had a huge effect on the number of members eligible for government co-contribution. This meant previously successful DM campaigns run by the Fund, were proving less and less effective, as not only did it affect the strength of their offer but also who they were able to target with it. Various attempts were made to improve the response rate of their campaigns, such as running competitions to encourage member response, but despite their best efforts, the responses to their co-contribution DM campaigns continued to dwindle, affecting company revenues and ROI. The Fund still wanted to be able to communicate the offer to their members but they needed to watch ROI at the same time. They wanted to find out if there was a simple way to use more cost-effective channels of communication first, before committing to another DM campaign and with the end of financial year looming, they had to move fast.
  • 6. The Discovery Having worked with Digital Logic before on a range of cross-channel direct marketing campaigns, the Fund was already familiar with the companys strengths in linking the offline and online worlds as well as their commitment to customer service. At the same time, the Fund were using Salesforce Marketing Cloud independently of their campaigns with Digital Logic. However, it wasnt until a serendip- itous conversation that the penny dropped for Digital Logic Commercial Director Terry Messervy. We knew the Fund wasnt having much luck with their co-contribution DM campaign. And we knew that they loved using Salesforce Marketing Cloud for their online campaigns. It seemed obvious that our Printid solution would be the misssing piece in the puzzle as it would simply allow them to push-to-print from within their existing platform, enabling them to target these members in the most cost-effective and flexible way.
  • 7. More specifically, members could be emailed first then the non-responders and hard bouncers would automatically be sent printed DMs as a second course of action, maximising the eDM channel first, before triggering a DM response. As Printid allowed one set of the Funds business rules to be created at the outset to drive both eDM and DM, it would minimise the investment required by exhausting the most cost-effective channels first. For the Fund, it was a solution that also offered them the simplicity they were looking for. With the automation of all campaign components, their campaign deadline was well within reach.
  • 8. hard bounce hard bounce ope 2 we ope 2 we yes no 1. 2. 3. 4 Direct Mail 1 Personalised Email 1 The Solution - Salesforce Marketing Cloud with Printid The final solution was rolled out across a database of eligible members and involved a combination of printed DM and eDM components fully integrated, on-brand and automated from within Salesforce Marketing Cloud. 財 Business rules and data triggers were set up front, reducing the need for manual intervention once the metrics were in place. 財 Hard bounce emails triggered an immediate DM response. 財 A second email was automatically launched after two weeks, with a DM follow up a fortnight later for non-responders. 財 The additional information gained from the campaign data allowed the Fund to react to the market immediately during the campaign period, eliminating waste and improving ROI.
  • 9. hard bounce hard bounce ened eeks ened eeks opened 2 weeks opened 2 weeks yes no no no 4. 5. 6. Direct Mail 2 Direct Mail 3 Personalised Email 2 1. Members database centrally housed within Salesforce Marketing Cloud 2. Printed DM sent to members without email addresses 3. eDM to users with email addresses 4. Hard bounce automatically send DM 5. Non-responders sent additional eDM after two weeks 6. Non-responders sent printed DM after another two weeks Plus: 財 All processes were seamlessly automated from within Salesforce Marketing Cloud 財 No manual intervention was necessary once campaign metrics were created 財 All digital components were mobile optimised
  • 10. The Results The eDM component of the campaign (which represented 64% of the database) received an 89% open rate. Of these opens, 70.5% spent time reading the email as opposed to just opening it and deleting it. This meant that the campaign message received maximum possible exposure with minimal investment from the Fund as the use of printed DM was limited to those who didnt have an email address or didnt open the email. Simply put, the Fund was able to reach their entire database using the most effective channels available while measuring members response and adapting to it during the campaign period. Ultimately, Printid≒s channel prioritisation delivered value in the vicinity of $130K for the Fund, offering a much greater return on their marketing investment. Printid is transforming the way DM campaigns are planned and run. The seamless integration of email and print means marketers now have a simple yet powerful direct marketing solution.
  • 11. Cost: Ease: Flexibility: Control: Speed: Simplicity: Responsiveness: Security: Uses most effective channels first, reducing waste and maximising ROI Operates from within Salesforce Marketing Cloud a single platform to deploy all digital and print communications Allows you to react to market response during the campaign period Lets you preset campaign parameters to suit your budget Automates all processes in real time, reducing timelines as a result Requires only one contact, one brief, one set of data, one set of business rules and one platform, for all your cross-channel marketing campaigns Responds to and records your customers digital body language All data housed within the one safe environment of Salesforce Marketing Cloud 8 ways that Printid gives you greater control of your marketing:
  • 12. Digital Logic Marketing Solutions 477 Warrigal Rd Moorabbin VIC 3189 | +61 3 9555 5001 | contact.us@digital-logic.com.au | www.digital-logic.com.au Imagine more Digital Logic is Australias leader in specialist marketing services and innovators of the first seamless, integrated multi-channel platform solution with Printid. We build solutions that take a 360属 customer view to drive acquisition while enhancing value growth using a combination of retention and expansion tools and strategies. Leveraging our expertise and partnerships with technology leaders including Salesforce Marketing Cloud, Xerox, Return Path and Empirics, along with our knowledge, analytics, business and customer intelligence, we create a series of interactions that cut across the customer journey to deliver direct, personalised customer communication experiences that build lasting brand loyalty. Maintaining a single customer view, Digital Logic automates the delivery of these highly relevant and targeted one-to-one communications through the most appropriate channels to reach each recipient at the right time, through the right media and device. Directing personalised email, mobile, social, web, video and print media, we help our clients drive customer engagement, developing valued, life-time relationships.