Arriving amongst two other seminar invitations today was this one. Obviously it stuck out, massively in fact. It is well designed and rife with personalisation. On the outer alone I count seven uses of data driven personalisation including most frequently my name, company, job title and once on the addressing my academic award. I thought I’d share it as it is an effective use of data elements that most B2B brands will have access to.
Upon opening it up there are plenty more data driven elements mostly similar to the outer and using the creative treatment of the newspaper to show me a quote from myself on what I can get out of data [the event].
You can see the reverse of this piece, with further personalisation here.
After receiving the IDM piece I was reminded of a similar piece I had recently received from Cancer Research UK. This was as a direct result of a small donation I had made in the form of sponsoring someone.
Although I am posting it in January 2009 I did actually make the donation and receive the piece last year, with the sponsorship in the summer and the mail piece arriving in around November 2008. The reverse of the addressing immediately caught my attention. Upon receipt I could not recall what I did on 17th July 2008. It turns out Cancer Research UK remembered what I did.
Again, a great use of data driven personalisation. Because the captured the data, they have used the information to maximum effect. Upon opening the above tells me the name of the person I sponsored, the amount, the event that person participated in and how much the event raised for Cancer Research UK.
The piece goes on to request further donations to support the work of Cancer Research UK and makes a good enough case for doing so. The data elements were collected through the Just Giving web platform, at which point there is a consent question where the brand ask permission to contact the donor in the future.
The key data elements are potentially more hard hitting in the second piece, there are more of them and it is within the not for profit sector but in fairness to both brands they are using the data that they both have to exceptionally good effect.