Tasty Profits and Decreased Costs!
A national mailer of prime-grade beef, lamb, pork and seafood called us because despite a high quality product and loyal repeat buyers, sales were lagging in an increasingly competitive market. Current suppliers were not meeting company standards and in-house lists were in disarray. The company faced strong competition in the market place and was falling behind.
Estee Marketing Group, Inc. was retained as its direct marketing services consultant, outsourcing to us responsibility for all circulation planning, list brokerage, list management, and analytics.
After undertaking an in-depth performance audit, we initiated the writing and issuance of an RFP for a new data services supplier. EMG managed the selection process, as well as the transition from the incumbent provider to the new service bureau. Concurrently, we initiated and supervised the redesign of the house file categories, establishing segmentation, and selection criteria beyond R/F/M to include new merchandise categories, seasonality metrics and customer contact timing and media strategies. EMG also put in place a formal circulation-planning process for house file and prospect mailings.
The client saw a decrease in circulation costs of 25% year-over-year, while increasing sales by 86%, along with an increase in orders of 48% and increasing revenue-per-catalog mailed of 138%. In addition, there was an increase in corporate gift buying of $1.2MM. EMG also helped them achieve a decrease in data management/service bureau costs of 40%, with a dramatic increase in data accuracy and performance.
Hot Off The Press — 70% Increase In Catalog Sales!
Without a formal circulation planning process, and a service bureau that could meet their needs, a leading for-profit catalog marketer of religious products, was losing money.
Estee Marketing Group, Inc. became the exclusive List Manager and List Broker. In the short space of 6 months, we recalculated all mailing results for the previous 3 years (18 mailings), and as a result we recommended changes in the composition of the mailings, their timing, and their frequency. EMG initiated and managed the RFP process for the identification and selection of a new service bureau, and managed the transition.
In-the-mail costs decreased by 20%, and revenue-per-catalog mailed increased by 70%, enabling the mailer to prospect at a profit. EMG also worked very closely with representatives from three of the database alliance companies to build effective prospecting models and lapsed-buyer reactivation models. As a result, the company returned to profitability and enjoys the benefit of a formal circulation-planning process that is driven by financial criteria, and managed by circulation professionals. As its exclusive List Manager for more than 6 years, EMG has delivered consistent, double-digit increases in both bookings and income year-over-year, without exception.
More New-To-File Donors Makes
For Smooth Sailing!
It was a perfect storm that almost had a national fundraiser drowning in losses. Despite all their efforts, they experienced declining new-donor acquisition results, and falling list-rental income, at the same time as they came up against increased need.
Estee Marketing Group, Inc. undertook a month-long marketing audit and uncovered seasonality differences that enabled us to reallocate new-donor mailings to different months of the year, away from softer months, and away from lists with only marginal results.
We successfully decreased the investment cost per new-donor acquired by over 20%, and increased the number of new donors acquired by over 10%. This translated into more new-to-file donors that we rented to an expanded universe of eligible mailers, increasing list rental income by 44% in our first full year as List Manager.
An 800% Increase Was Music To Their Ears!
A national catalog marketer of American music wanted to mine their files for income despite the fact that the files were from a mature, older-audience list that was long dormant and suffering from inattention.
Our List Management team repositioned the marketing for the list, and heavily promoted the list to mailers outside the narrow music vertical, targeting marketers of mature-age products and services.
In the first full year we increased list rental income by a factor of eight—an 800% increase in cash receipts.
The Right Tools Saved Their Lists!
A national specialty hardware accessories catalog was moving to new ownership and needed to generate list rental income on an ongoing basis during the transition.
In short order, our senior staff worked very closely with the new ownership to ensure the house files were maintained and updated regularly. List orders were accepted and income generated without any losses being incurred.
A smooth transition was achieved along with an increase of 25% in list rentals. What’s more, a solid relationship was built between the new owners and EMG.