ADDITION OF THE 'PREFERENCE CENTRE TO MARKETDEVELOPER
2. BROADCAST
Pass the Campaign creative to your Customer Account Manager with the Campaign Code. They will also need to liaise with you on links and the way that the positive response site is both held and then monitored for response. This is particularly important with the mail based response. (Please see below)
3. RESPONSE HANDLING AND CAMPAIGN METRICS
- Unsubscribes are managed by the Preference Centre and database records updated automatically
- Bounces are reported back to you separately and then logged automatically to MarketDeveloper
- Data Record updates and provision of Additional Information or indeed Referrals are handled automatically and the database records updated automatically.
- Click Throughs pass, transparently to the responder, through an intermediate web page that will allow us to automate the updating of MarketDeveloper as a positive Campaign response.
4. MAILING RESPONSE
The aim here is to drive response to the web to get access to the response pages. The strategic aim is to encourage these people to opt in for electronic communications so that ultimately all outbound can be electronically managed.
The way we handled this with ScotRail advance was to provide a URL in the letter that went out with a personalised username and log in. Please liaise with your Customer Account Manager for the detailed mechanics and costings of the mailout.
This username and log in took the responder to their database record within the Preference Centre. The text needs to be slightly different than the email Preference Centre page because it needs to be explained that we have to have their permission (opt in) before we are able to send any further offers or allow them access to the response pages. On submitting their updates they are routed then to the response pages. The response and the data update are automatically written to MarketDeveloper.
MARKETDEVELOPER CLOSES THE LOOP
The way MarketDeveloper manages eDM can be summed up in Fig 4 below.
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