AVI-SPL was searching to make a personal connection with the targeted decision makers at the companies near their local office. With all the clutter that we see online on a daily basis, they decided that the best way to be personal was to go offline, and deliver a personal invitation through the mail. They still wanted the offline piece to be integrated with their marketing automation program, and work with a multi-channel approach. They reached out to Enthusem.
The process included working together to design a super personal direct mail piece that incorporated a personalized element, such as the recipient's social media profile image and name, or their company's name, logo, job title, or company name. This was accomplished with Enthusem's software. It dynamically obtained available imagery from the web and incorporated it into an otherwise static design. At the bottom of the mailer was a "signature" from the event host.
The key feature that turns this direct mailer into a multi-channel marketing piece, is the code on the inside that directs the recipient online where they were able to view additional video content created by AVI-SPL. When the recipient viewed it, Enthusem sent a notification through SalesForce to AVI-SPL where they were able to immediately followup with a phone call to encourage registration for the event, and answer any questions that the recipient had. If the contact didn't respond after 5 days, an email was automatically triggered out of Salesforce with the same code that was printed in the mailer, as a follow up or in case the card hadn't yet reached their desk.
