18 Mar Direct Mail Marketing Tips: Transactional Level & Individual Level Events
Understanding the distinction between the transactional and individual-level selection and suppression of records from your direct mail marketing campaign populations is essential to implementing intended business logic in your 1:1 marketing strategy.
Customer experiences with your direct mail marketing campaigns can make or break customer loyalty, especially when the individual customer expects personalized marketing even when they are a member of a mailing list from your brand.
What are Transaction Level Events?
Each time someone enters your CRM or marketing database, through any number of sources, they insert as a new row with a corresponding ID, which counts as a transaction level entry into your environment. It’s important to note that in this context, a “transaction” is not necessarily tied to a purchase, although a purchase is one example of a transaction level entry.
What are some other types of transaction-level entries? They could be a lead who contacted a call center for more information on your products or someone who applied for an account or policy with your brand online.
Most importantly, transaction-level events tie to specific interactions with your organization. They are particularly useful in direct mail marketing since you can create highly personalized messaging, and that helps drive conversions.
What are Individual Level Events?
Individual-level events assign a unifying ID to the same person across all of their “transactions” or interactions within your organization. This type of aggregation is particularly useful for analytics and reporting. Using a more meaningful dimension, you can look at an individual user’s various cross-channel interactions with your brand over time.
How to use Transaction Level & Individual Level Events to Increase Brand Loyalty
Let’s look at an example that illustrates this concept in action and how it can affect universe selection for a direct mail marketing campaign. In this case, we’ll use purchase history (transactional level event) to select our population but will use the individual dimension to apply our suppression logic.
GOAL: Cross-sell customers who purchased a BIKE with an offer for a HELMET. We want to exclude customers who have already purchased a HELMET.
If we applied our selection and suppression logic at the transactional level alone, we would contact TOM, JANE, and JILL, suppressing the x777 transaction ID without selecting the RACQUET transaction x444. However, this is incorrect because we want to suppress JILL at the individual level (INDVIDUAL_ID = 101) based on the fact that she has also purchased a HELMET in transaction x777. The desired implementation of these business rules requires suppression at the individual level rather than applying the logic only at the transactional level.
Our example highlights how misinterpreting the way you apply business logic can cause your campaign to over contacting users, adversely affecting response rate and, ultimately, ROI. Most importantly, over contacting users is not cost-effective, and a lack of personalized interactions with customers can hurt your overall brand perception.
To learn more about how to get the most out of your direct mail campaign, read our other blog post featuring tips on uplift modeling to optimize ROI in direct mail campaigns, or discover how you can avoid wasting money in retargeting campaigns.