Comments on: Recalibrating The Meaning of “Relevant” http://nxteramarketing.com/2008/03/11/recalibrating-the-meaning-of-%e2%80%9crelevant%e2%80%9d/ Elana Anderson's musings, ideas, and -- sometimes -- random thoughts about data-driven marketing. Mon, 30 Jan 2012 16:04:26 +0000 hourly 1 http://wordpress.com/ By: Elana Anderson http://nxteramarketing.com/2008/03/11/recalibrating-the-meaning-of-%e2%80%9crelevant%e2%80%9d/#comment-128 Thu, 13 Mar 2008 13:29:56 +0000 http://nxteramarketing.wordpress.com/?p=51#comment-128 Suzanne,
Thanks for the example. It’s a good one and it is on a different level from the hordes of bulk mail offers that I was referring to. The example highlights some key factors that obviously were a key part of making the campaign a success. The campaign was focused on current customers who had a mortgage relationship the bank, the data integration (prefilled forms only requiring a signature) to make things seamless and easy for the customer, etc. I think the example also underscores my point about thinking through the process from the customer’s point of view.

Thanks for sharing!
Elana

]]> By: Suzanne Obermire http://nxteramarketing.com/2008/03/11/recalibrating-the-meaning-of-%e2%80%9crelevant%e2%80%9d/#comment-125 Wed, 12 Mar 2008 22:30:29 +0000 http://nxteramarketing.wordpress.com/?p=51#comment-125 Now, consider this: you have just completed a loan application for that refi. This is after considerable research into terms, etc. Then, seemingly at the last moment, the lender tries to hit you with ‘hidden’ fees, or perhaps the loan officer fails to return your call in a timely fashion.

Then, a Fed X guy delivers a loan application package from your current mortgage holder. The app has been pre-filled out by your bank; you’re pre-approved for a loan with a low interest rate. All you have to do is sign and FedX back (which the bank graciously paid for). You do it gladly.

Now, in this case, the refi trigger is a success–it reached you exactly when you were shopping for a loan, and before you completed your transaction.

The above success story (even using 1st class mail or a phone call to deliver the refi offer) is the type of program that we experienced using credit triggers.

But, your point is very well taken. You need to take timely action on a timely (and pertinent) trigger to make these types of programs a success.

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