Unleashing The Power of Unpowerful Data

Having a unique monthly audience of over 2 million is a luxury many marketers in New Zealand don’t have. Scarcer still is the ability to combine that audience with data and marketing automation, as well as products worth talking about.

At Stuff, we have all these things. This is a pretty sweet deal which has given us the power to transition from broadcast marketing to more one-to-one, targeted and relevant communications. We’re empowered by combining seemingly unpowerful data in ways that improve our advertising, and in particular email marketing.

Here is a recent example of how we were able to unleash this power, thanks to our marketing automation software…

Background
Neighbourly, a Fairfax Media joint venture, is a free and private website connecting neighbours in their community. To ensure integrity and value to their users, Neighbourly relies heavily on guaranteeing that their members live where they say they live. Typically they do this by verifying via addressed mail – a costly but necessary exercise.

What we did
We sent two identical emails to our audience (marketing opted-in) inviting them to sign up to Neighbourly. One email used our data for further targeting, one didn’t:

  • Data email: We used Mosaic, an assumption-based segmentation mode which uses a DPID (delivery point identifier /where you live) to select a recipient list of who we thought would be more likely to sign up to Neighbourly. With Marketing Automation, we delivered unique links to each recipient that not only pre-populated the customer’s address, but removed the need for a piece of addressed mail to be sent by Neighbourly because we already had a verified address for them.
  • Broadcast: creative for this email was exactly the same as the data email, except it was sent to a broad marketing communication opted-in database and had no unique links carrying a recipient’s pre-populated address, therefore still requiring the need for address verification via direct mail.

What happened

Let’s put these results into some context. If we were to do a basic ROI calculation based off a $1 cost per email send, the ROI for the data email was 423% times better than the broadcast email. That’s not even taking into account the cost saving of not having to send out addressed mail to verify the user!

The lesson
Seemingly unpowerful data, like where a customer lives, can make huge differences to the success of an email campaign when combined correctly with powerful marketing automation software.

Kent Yeats, Marketing Project Leader, Fairfax Media