While more emphasis has been placed on CRM data in recent years as marketers discover the potential of reaching their various audiences with tailored messages, it’s not a new phenomenon. Catalog retailers in particular began managing offline CRM data decades ago, and have been able to reliably use that information to drive their business model.
With the advent of digital CRM data (and people-based platforms to use it), offline CRM data has only increased in power, and more traditional retailers are realizing the possibilities of using that data to reach their customers in platforms beyond the physical mailbox. LiveIntent has seen great success with several catalog retailers who recently started using this approach.
One LiveIntent client, a leading catalog retailer, wanted to drive more purchases from their catalog sends. Their strategy was to reach the people who received their catalog with complementary messaging to drive awareness around the send.
To do this, they sent their mail file of physical addresses to a data partner to match physical addresses to hashed email addresses. The hashed email addresses were then sent to LiveIntent and matched across the LiveIntent platform of 157MM people.
The client used creatives that communicated information about the catalog send to recipients. When they sent out their catalog, their LiveIntent campaign went live as well, reaching the recipients whose addresses were matched to hashed emails.
People who received the ads were 27% more likely to make a purchase through the catalog, and there was a 22% revenue lift with these customers compared to people who did not receive ads.
To learn more about how LiveIntent can help amplify your direct mail and catalog efforts, talk to your account team or Contact Us here.