Marketing Automation Database Driven Solutions for everyday problems

Marketing Automation Database Driven Solutions for everyday problems

How many times have you heard someone say “If I could clone you we could get so much more done”?  It’s been said many ways but the question always revolves around cloning someone because they are already so busy and their skills are needed somewhere else as well.

A dream we all have is to take our most motivated and driven staff and clone them instead of hiring and training other people that may or may not be as driven or as capable.

What if there was a way to free-up your most valuable personnel?  What if you could set them free to work in other areas?  You COULD get so much more accomplished each day!

This is where Marketing Automation comes in

What if every report, every direct mail campaign, every post-forma and every possible daily task was automated to happen wither someone came in to work or not?  Think about it.

What if you could put all your daily struggles on cruise control and your entire team got to focus on new guest experiences, contests, expansions and community outreach?

I’m not saying it’s 100% possible… But What If it was?

It would be like you just cloned your entire staff and the they all got to focus 100% of their time on those new pressing issues on the top of your internal bucket lists.  Think of how much more you could do if they were not stuck on mundane daily paper pushing, database queries, reports and spreadsheets.

The Big Bonus is that you only pay 1 set of wages even though you are getting the work done of an entire extra cloned department by automating as many tasks as possible. Then, if you have staff turnover all those items are still being completed as planned without any skipping a single beat.

Where do we start?

The best way to get started is to let everyone know that you are forming an automation task force to audit all the redundant, mundane but critical tasks that keep us at our desks and not in front of guests or directly working on refining and building promotions.

Have your IT department create a full audit of every report that is created by every person in every department. Document the time spent on building post-formas, mailing lists, email blasts, data entry, creating redemption codes and every other daily, weekly monthly task that involves your staff’s time.

Have an ongoing contest across your entire property to identify redundant tasks that could be automated even if they all seem like they could not be done at first. Offer rewards and incentives for the people that find the largest blocks of time that could be saved.

Don’t forget to automate this incentives program as well.

Many ideas will see unreachable at first but with all these ideas on the table at once it will be very easy to identify large blocks of time and energy that could be spared by programing them to be automated.

Low Hanging Fruit

The reason we start with an audit of all tasks is that we can quickly identify the largest savings of time and energy. For example, many reports can be combined into 1 report and generated on a timed basis in SQL and emailed daily/weekly to everyone that needs it.

Many decisions you would make based on that report could be automated as well so that the logic doesn’t change from day to day.

Imagine that every day a list of inactive guests is queried and an excel spreadsheet is generated.  You then forward that list to your hosts for them to call on.  They in return call those guests and offer them a special room rate.  The next step would be to mail those guests a special offer to get them back in.

Automate it!

Instead of the last scenario you program SQL to generate that exact same call list and forward it as an excel spreadsheet directly to the hosts themselves on a timed basis.  That same data is automatically transferred to our automated direct mail facility where those direct mail pieces go out daily. The host says “I’m sending you a special offer” and those personalized offers are already in the mail.  Hosts spend more time on the phone with guests and you just freed up expensive talented staff to do something else important.

Direct Mail Automation

You can call it “Triggered Mail” or “Timed Mailings” but what we’re talking about is putting your mailings on cruise control while still offering the same level of personalization and more.

Don’t wait until you have time to get to your customers that are going inactive.  Address it immediately, without any required labor; through automated offers triggered by events the database can track.  Don’t wait for a mailing of 1000 when you can reach out to every single declining play or declining trip customer with a mailing as small as 1 piece that goes out daily.

Why are you waiting to reach out to that client?  I know, “you’re too busy”.  Automate it!!

Setup a small data transfer every morning from your player database to our data center and your personalized direct mail art merges with your data and prints automatically on one of our digital Presses.  We then cut, fold, insert and apply postage and your new member, birthday or inactive mailers go out every single day.

With automation you also receive an email summary each morning of how many pieces were mailed with an opportunity to review the variables used in your mailer.  Records are also automatically cleaned and compared to the US Postal Service for accuracy as well as to make them look better in your mailer.

This is an easy service to setup and you can focus your time and energy on your more complex promotions where you need to be focused.
Think of all the marketing programs you can automate:
•    New Members
•    Birthdays
•    Inactives or trip frequency decline
•    Increased or declining play offers
•    Monthly Mailers

You can easily automate personalized Letters, Postcards and Emails with Variable Print, Variable Offers, Variable Images and variable Envelopes.

If you want Blackjack players to receive blackjack images and Keno people to get pictures of Keno just build that in.  In many ways automated direct mail can be much more personalized than the manual tasks you do now.

Automating your redundant marketing tasks may be the biggest no-brainer in marketing. It can eliminate the response-rate rollercoaster ride of all the manual methods you’re doing now. You truly get something measureable and consistent month after month and year after year since it is automated and not influenced by staff changes along the way.

Casino Triggered Automated Marketing

Everyone in the casino industry has struggled with new player signup bounceback mailers.

  • Can we send them something to bring them back?
  • How soon do we send them something?
  • How many man-hours can we spend on this each week?

Everyone wants to mail them daily but doing so is a distraction for your marketing department when you are short-staffed and have 1000 other things to get done.  So most casinos try and make sure they send them every 2 weeks or monthly.

Sadly, many casinos don’t mail them at all and lose the “Welcome to our Party” opportunity.

This is where Marketing Automation comes in

You can call it “Triggered Mail” or “Timed Mailings” but what were talking about is putting your new player welcome mailings on cruise control while still offering the same level of personalization and more.

We setup a small data transfer every morning from your player database to our data center and your personalized direct mail art merges with your data and prints automatically on one of our 9 Digital Presses.  We then cut, fold, insert and apply postage and your new member mailers go out every single day.

You also receive an email summary each morning via email of how many pieces were mailed with an opportunity to review the variables used in your mailer.  Records are cleaned and compared to the US Postal Service for accuracy as well as to make them look better in your mailer.

This is an easy service to setup and you can focus your time and energy on your more complex promotions where you need to be focused.

Once you have New Members automated, think of all the other “holes” in a marketing program we can automate.  Our automation works great for:

  • New Members
  • Birthdays
  • Inactives breaking trip frequency
  • Increased or declining play offers
  • Much Much More…

Letters, Postcards and Emails

We offer 4 different automation mailer sizes:

  • 6×9 Full Color Variable 4/4 Postcards
  • 6×11 Full Color Variable 4/4 Postcards
  • 8.5×11 Full Color Variable 4/0 Letters and Envelopes
  • 8.5×14 Full Color Variable 4/0 Letters and Envelopes

We offer email triggered marketing as an add-on to any one of these too.

Variable Print, Variable Offers, Variable Images, Variable Envelopes

Nobody out-variables CSG Direct so we make this VERY EASY to be VERY Personalized.  If you have 4 letters for 4 tiers or different offers for non-locals vs locals… We build that in.

If you want Blackjack players to receive blackjack images and Keno people to get pictures of Keno, slots, etc..  We build that in.  At only $485 1-time setup this is maybe the biggest no-brainer in casino marketing.

Personalized Envelopes???  That’s impossible!  Right?

Something truly unique that our programs offer is full-color variable envelopes. This means we print your letterhead and envelopes on the fly with your offers and you can do variable tag lines and variable images, return addresses and more in the same program.

Do you want a picture of your players club card with their names on it on the front of an envelope in daily mailings of 1 piece to 500?  That’s what people come to CSG Direct Mail for…  The Good Stuff, Cheap.

All kinds of great casino services and innovations are coming out of Nevada from CSG Direct Mail. We are the Largest Digital Printer in Nevada with a reputation for better results.

Reach out to us and tell us about your new member mailers.  We’ll automate them!

Triggered Direct Mailings in more detail

Continued from Triggered Mailings Part 1

Personalized Triggered Mailings

Personalized Triggered Mailings

Player guest Mary has been playing video poker for 3 days. She has accumulated enough points to move up to the Platinum level. The database notices this (we told it to watch for this) and triggers(1) a text to Mary’s cell phone “Hey Mary, you just made it to the platinum club. We are sending you a free Room offer as your first reward”.

The database also triggers(2) a personalized letter sent that day welcoming Mary to the platinum level with her Free Room night in it. This letter goes out by noon at the completion of her trip because the database triggered the data to merge and print directly on a waiting, automated press; hands-free.

She gets this offer letter 1 or 2 days after she gets home, not a month later when ‘the batch’ goes out.

The database also triggers(3) an email to be sent in 1 week later telling Mary that she earned some freeplay for her next trip (segmented and personalized based on your reinvestment plan). If she makes her reservation this week we can upgrade her to a 2-night stay.

The final scenario the database is looking for is to see if Mary comes back in or redeems our offers. If after 6 weeks Mary has not returned for a trip the database triggers(4) an increased reinvestment mailer where she is offered a free dinner for her and a friend if she books her room this week.

Design many trigger scenarios easily

Marys’ sample story is just that, a sample.
Triggers(1-4) included :

  1. Text on her cell phone (if she provided it)
  2. Personalized Bounceback letter
  3. Personalized Email offer coordinated with her letter
  4. An increased reinvestment mailer

You could have even triggered a text to her host to visit her on the floor if possible.

You can design as many scenarios that you can think of to create an endless array of personalized and automated triggered guest experiences that run all year long instead of bulk batches of mailings done monthly. Guests don’t always think in monthly batches like we do.  They are all on their own individual journeys and when we treat them that way we get our best results.

Triggered Direct Mail Marketing for Daily Success

Triggered direct mailings are mailings that are going out every single day that nobody has to manage. These mailings are known to work better than your other mailings because they are ‘triggered’ when all the ideal details come together for the guests you want most.

When you get stuck in budget meetings and everybody is putting out fires, there are mailings being sent out automatically from your player database to people matching your perfect criteria with your best segmented offer.

Automated Direct Mail Triggers

Automated Direct Mail Triggers

You can build perfectly timed, segmented and personalized mailings and put them on cruise control.

Send these daily offers to 1 person or thousands.

  • Nobody has to pull a mailing list
  • Nobody has to deal with postage
  • Timed and optimized with your favorite tiered offers

This is not a new concept so put those mailing labels down

In every phase of technology people hang onto the past because it becomes engrained.

Do you remember printing labels and giving those labels to the mail shop to apply onto your mailers? From labels we eventually gave the mailshop a diskette.  Then we started using thumb drives, email and ftp. Data moves fairly quickly now, but emailing a mailing list to a printer or a mailshop is the equivalent to printing labels these days.

In comes 2012 and casinos all over the world transfer data automatically outside of the player database to allow players to login to websites and see their points and what offers they have earned. The player database is being used to communicate in Kiosks and personalized offers are displayed directly on the machines too, automatically.

This is possible because your player database is updating outside vendor databases directly on a timed schedule.  Your player database has come a long way in how it communicates with your guests.

Why are we sending out mailings every 2-3 weeks when we can send them daily?

We tend to think in monthly cycles. We send out 2-3 mailings each month and we have a 1 week breather before we start working on next months. Usually we use the art from last month, make a few changes then pull new data and send all this to our vendor.  Rinse, Repeat.

Sure, we do analyze results to make changes to next month’s offers but the next mailer will go out before you have results from the last one so…  let’s just get this in the mail, it’s late right?

This monthly rinse and repeat cycle is the ‘labels’ of 2012.

For at least 2 of your 3 mailings you are using the exact same queries each month, applying the same reinvestment curve and just adjusting your event schedule.  I am by no means saying this is ideal but these things can be automated so you can focus more on the recipe and less on the processes.

Your time is best spent designing ideal client-relationship segments and reinvestment curves to match. You should not have to spend so much time pulling and sending lists, dealing with postage, handling return mail, uploading art and proofing content.

Build each player segment, matching art and put each one on cruise control.

Triggered Direct Mailings Continued here