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News & Announcements

Tamarack Funds Boost Contributions Using Personalized Direct Mail

Category: Marketing

A direct mail marketing campaign printed on the Xerox iGen 3 boosted the company's investor deposits a total of 22%. Tamarack sent each individual in their target group a report that detailed the total amount of money that they could have in their accounts by age 65. The goal of the marketing program was simple but still yielded significant results. Let's take a look at how the direct mail campaign achieved a 22% increase in investor contributions, a six figure net profit and convinced 6% of their client base to increase their contributions.

Tamarack had never done a direct mail marketing campaign. The company had also never sent any information to the IRA clients to encourage them to increase their savings rate and many of the clients were not even contributing the maximum legal amounts to their accounts.  In order to creatively convey that investing small amounts over a long period of time can yield big results, Tamarack partnered with RSG, a variable data service provider, to implement a communications solution. A full color customized 6" x 9" mailer was created to illustrate the results of saving over time.

The cover of the mailer included the client's name, while the inside of the mailer included customization using demographic data from the client's account. The adjoining page on the inside included a hypothetical results chart that clearly indicated the potential difference that various investment levels could make. The remaining pages of the mini-booklet contained suggestions of several possible investment options, selected to match the recipient's needs as shown on their account and in their demographic data. The challenge with presenting personal and financial information is that it is difficult for it to make an impact and stand out. RSG's senior copy writer presented the information graphically and attributed the visuals as key, stating that "Customers pay more attention to a picture or graphic than to text."

Whether the mailer's success can be attributed to the incentive, the highly targeted message or the customization principle, one thing's for sure: The use of data is critical for the success of a mailer. While copy, creative and technology do play a large role in the potential of a high ROI, each client is looking for something that is relevant to THEM. If your business tends to generate a large amount of data and you've got a spreadsheet detailing demographic information, purchase history, special dates or finances--send it over and let's take a look at some personalized marketing applications!

Posted on Jan 06, 2011.

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