Grows segment response rates up to 52%
Reminding customers of their pets’ vaccinations and other periodic treatments had previously been undertaken by individual practices, but with varying degrees of success. The move to a centralised database meant a business-wide programme was required that utilised species, practice and vaccination date data.
Starting with a “blank canvas”, and broken into 2 phases, a weekly mailing programme was launched with species, reminder letter type, and practice detail variants.
The second phase, which rolled out in 2013, included sub-branding, breed-specific imagery for dogs and colour-specific imagery for cats and utilised more than 40 letter templates and 100+ practice details meaning that the number of letter permutations now runs in to 1000s.
“Paw Print”, the Vets4Pets branded marketing portal developed by Prime Group, is key to the management and maintenance of the reminder calendar and practice details while a specifically developed internal 2D bar coded suppression file systems prevents repeat mailings of movers and “gone aways”.
Results we achieved
Response rates on some segments
Unit cost reduction