Challenge: GAF was utilizing a cumbersome, outdated direct mail process that involved pre-printed shells and manual labor. Their challenges included:
•
•
•
• |
Time-consuming manual entry of lists and ordering of pieces;
Restricted flexibility and customization of design;
Wasted inventory of pre-printed shells;
Low participation rate from dealers. |
Solution: Lexinet developed and implemented an efficient, online direct mail production system to replace GAF's existing process. The versatile, highly-automated Print-On-Demand Smart Mail program enables GAF to produce better direct mail documents more efficiently and cost-effectively. The program includes:
•
•
•
•
•
•
•
• |
A dealer's web site on the GAF corporate web site;
Automated design displays based on dealer number;
Flexible design options, including different post card sizes, copy choices and coupon options;
Editing capabilities for variable information such as the amount of the coupon offer, with on-screen viewing of the formatted piece and the data entered;
Mail list selection by geographic range, using zip code, city, neighborhood and street;
Mail list retention in the system for future use, updating and editing;
Real-time pricing information so the dealer can adjust quantities, etc. as data is entered;
Postage options for various mail options. |
Results: GAF now has a reliable and flexible program for their dealers. The new program offers the company a wide range of benefits:
•
•
•
•
• |
In the first month, the program doubled dealer usage.
Orders are now printed and mailed in three days.
GAF can now easily change and/or update document design, customize their pieces to reflect different offers/areas/times.
Print-on-demand eliminates the waste of pre-printed shells.
Dealers will soon be able to build their own messages right into the system. |
To learn how Lexinet can help your company with the implementation of a more efficient, more effective one-to-one marketing program, contact us at 620-767-7000 or click here >>.
|
|
|