CASE STUDY: 'Points Update Mailing' for Nectar Business by The Crocodile
Points Update Mailing (PUM) has two key objectives. Firstly, it communicates personalised points statement information and relevant programme updates to collectors. Secondly, it enables Nectar Business sponsor brands to communicate directly with collectors with highly targeted bonus point offers, driving spend lift and frequency.
The main PUM direct mail is supported by a range of digital communications, including a digital version, chaser email and supporting web page. Data segmentation is managed for each sponsor, ensuring their objectives are achieved in the individual offer strategy. To ensure relevancy and drive offer response rates, a range of data segmentation models have been developed for the PUM.
In addition, data collected through Nectar Business transactions is used to create the highly personalised messages within the communication. The successful use of personalised data for messaging and transactional data to develop offers segmentation has driven the success of the campaign, resulting in a high average response rate of 12 per cent for the March 2010 PUM.