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Pre-Event Direct Marketing Campaign: Personalized Envelope Mailing Outperforms Self-Mailer Eight to One

The challenge

Reed Exhibitions is the world’s leading event organizer with a growing portfolio of more than 460 events in 36 countries, including trade and consumer exhibitions, conferences and meetings, ranging across 44 industry sectors – from aerospace and aviation to beauty and cosmetics to sports and recreation. The Reed marketing team wanted to try using personalization tactics in their outbound marketing as a way to improve response and event attendance to an upcoming medical conference they were having. They immediately called OlleyMay.

The solution

Working with Reed’s marketing and database teams, OlleyMay suggested trying two different outbound marketing approaches as a test. The first approach included segmenting their database and varying content based on the type of physician that was being targeted. The marketing tactics would include an oversized, full-color selfmailer, multiple e-mail waves and a personalized sign-up Web page per recipient. The second approach would include the same three channels of communication, including the personalization strategy. However, OlleyMay suggested changing the direct mailer from a self-mailer to a conventional invitationstyle format containing a letter printed on cream-color stock, a matching invitation envelope, a business reply envelope and a matching personalized mini-brochure.

The benefits

The client was very happy with the results. In addition to them achieving their attendance target and staying within budget, response tracking conveyed that the invitation-style campaign outperformed response by 8 to 1. The client is now interested in using the new format for other events.

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