Improving Business Agility, Efficiency and Response Rates with Messagepoint

IWCO Direct® (IWCO.com) is one of the largest providers of direct marketing solutions in North America. Earning customers’ trust by collaborating with North American marketers for more than 50 years, the company has a full range of direct mail and marketing services across all channels including print, email, SMS, Web and social media.

Challenge:  IWCO Improves Client Results through Personalization

IWCO Direct needed a solution that could help them micro-segment audiences to fully leverage personalization and targeted messaging. The team was looking to maximize response rates for their client’s direct marketing campaign strategies, leveraging their variable data publishing infrastructure across both print and digital channels.

Solution:  Empowering Clients with Content Authoring

IWCO chose Messagepoint due to the ease with which business users could dynamically target content to different customer segments, driving increased personalization in their campaigns. They saw the value in enabling their clients to directly create, manage, test, and approve the messaging, rules, and personalization within the communications. The ability to involve their clients in these processes and generate proofs and tests without the involvement of IT or technical resources would generate significant business agility and accelerate time to market.

Impact

IWCO has achieved many positive results through their use of Rationalizer and Messagepoint, including:

• New content onboarding has been reduced from hours to minutes
• Content authoring and change cycle time times are now measured in minutes and hours instead of days.
• Client campaigns have achieved increased response rates through a combination of content optimization and advanced content targeting and personalization of messaging and offers

”It all comes down to higher response rates for our clients. Using Messagepoint, we have been able to significantly increase our agility and speed to market, while also driving improvements to the levers that directly impact response including advanced personalization, content targeting and content optimization.”

David Klempke, Director, Portfolio Management Office & Strategic Solutions, IWCO.

Benefits

• Streamlined onboarding, intelligent content tagging and analysis processes using Rationalizer
• One-click consolidation of similar and duplicate content to reduce redundancy and content under management
• Identification of content optimization opportunities for readability, sentiment, and brand alignment
• Business user authoring and advanced content sharing and re-use capabilities to reduce cycle time and labor

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