What Could Redesign Do For You?
When was the last time you took a close look at the design of your marketing collateral? How about your statements and invoices? Is there unused white space that you could use to personalize offers and maximize sales with cross-sells? Could highlight color improve response time? Where could you add customization or demographic segmentation? Let’s look at three redesigns that reaped huge benefits:
• Virginia-based First Market Bank decided to redesign its customer loyalty notifications to make better use of its white space. It added personalized messaging and filled this space with 1:1 cross-sells and upsells based on customers’ purchase history. Under the new design, members averaged one more store visit per week than regular loyalty program customers and spent 11% to 17% more per week than those in the regular program.
• Ameriprise Financial eliminated its bulky, static mailers and replaced them with streamlined, personalized statements that contain only information relevant to each recipient. Not only did customers have a much easier time understanding the new mailers, but Ameriprise’s bottom line benefited from the ability to incorporate cross-sell and upsell messaging as well.
• The State of California Franchise Tax Board (FTB) wanted to make its tax statements easier to understand. It redesigned its statements to incorporate highlight color and personalised messaging that explained to individual taxpayers why they were receiving the notice, how late their payments were, and the due date. Within the first month, the FTB saw a tenfold improvement in response time. Clearer information also reduced the number of inquiries to the FTB’s call center, resulting in $100,000 in savings—and that was just the first month.
What could a new redesign do for you? How could making better use of your white space and use techniques like personalization and highlight color to make your marketing materials more effective, improve response time, and boost your profitability?
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Author: Dirk Swisher
Date: March 19th 2015
