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Boosting Sales with Personalized Promotions

The Situation: Needed 'Something Different'
Wells Fargo Bank, one of the nation's largest retail and commercial financial services institutions, wanted to utilize their in-house database to promote their annual incentive trip, Agents Getaway - an all-expense-paid trip for qualified mortgage bankers. They realized that they couldn't use conventional direct mail with just one message for all their mortgage bankers, because the criteria to qualify was regionally unique. They wanted something different, focusing on the importance of relationship banking.

Wells Fargo approached Touchpoint for its ability to create highly customized, highly personalized mailings. They wanted to send direct mail cards to each participating banker, individualized to each mortgage banker (including copy that reflected the levels needed to qualify for the trip), with the contact information of their regional representative. Given the need for local and regional personalization, the cards needed were going to be - in essence - unique one-to-one personal mailings.

The Challenge: Make Each Mailer Individually Unique
Wells Fargo needed to include multiple fields of information in the mailing pieces - including loans currently in the pipeline, performance to date, qualification amounts for the trip, direct contact information, and mortgage banker identification numbers (allowing each individual mortgage banker to log on to the website). Again, all individualized by sender and recipient.

"It's not humanly possible to make 5,000 phone calls all at one time to announce such specific information," noted Julie Forsythe, "and our audience was far too busy to read something on a website or sent to them electronically. We needed a printed vehicle that could leverage multiple data points. Although I was concerned that with all the different text information I was asking for in the card, I was confident Touchpoint would come through."

The Solution: Touchpoint's Personalized Printed Communications
Wells Fargo and Touchpoint created a mailing piece that leveraged over 20 different text and image variables. The end product was a card that broke through the clutter of standard direct mail, giving busy bankers a relevant message with extra impact.

Results: Response Increased Significantly
"This blows other direct mail out of the water," concluded Julie after reviewing the program's success and the Touchpoint solution. "It brought a very personalized approach to big banking, which was so unexpected by our audience that it was actually perceived as 'refreshing' by the majority of them."

The audience was not only receptive to the mailer and its contents, but their response increased significantly over the previous year's mailing. "As you can imagine, our sales people were delighted with the Touchpoint direct mail piece and the program results," added Julie. "The mailing card looked impressive, was very personal, delivered relevant information, and accented the strengths of our database and the Touchpoint service, all at a great price point. How can you beat that!"