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THE CHALLENGE
- Reestablish and introduce regular, targeted communication with previous buyers and new contacts
- Encourage transition from paper ordering to online ordering
- Increase traffic to web site
- Save on marketing costs
THE SOLUTION
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Worked with an e-marketer to create a system for targeted emailing
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Created an opt-in form for subscribers with 30 different subject categories
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Implemented regular, identifiable email communication with subscribers
THE RESULT
- $100k annual savings in postage
- $200k annual savings in printing costs
- Decreased direct mail by 98%; from 300,000 pieces/year to 6,000 pieces/year
- Reduced staff time committed to direct mail from 2 weeks per piece to 1 hour or less using email
- Increased brand awareness and customer satisfaction
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Before Informz, we were reaching people in a broad sense and we were unable to directly track the results of our marketing efforts. Now we can see instant results. We are sending the right message to the right people and the results are very satisfactory. Informz has been a significant milestone in the Press's 40-year history."
Susan Petrie
SUNY PRESS
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