Magjak Printing Company, a Port Chester, NY creative marketing and cross-media production services company, recently leveraged XMPie PersonalEffect software to create a highly effective, personalized direct-mail campaign for a travel club looking to acquire new members and incent travel among current members. The campaign for Club ABC Tours, a 40-year old travel membership organization that provides travel support to more than 250 destinations around the world, generated a return of more than 10 times Club ABC Tour's initial investment in just the first month's sales.
 
The travel stimulus themed direct-mail piece was designed to encourage recipients to travel, despite the stressful economic climate, by pointing out the outstanding values delivered through the buying power of travel clubs. The communication mechanism was a highly creative, data-driven mailer, featuring three types of dynamic cover designs. One included a personalized image of a suitcase with an airline baggage tag, featuring each recipient's name and a destination that he/she would be most interested in visiting based on previous trips. Another version displayed an image montage of locales the recipient would most likely want to visit. A third design displayed a more subdued graphic with trip recommendations. The cover themes featured a travel message that varied depending on whether the recipient was a current or prospective customer. The mailer also included a fully personalized correspondence, featuring offers ranging from two-for-one membership rates to discounts on trips.
 
By capitalizing on XMPie PersonalEffect's ability to natively leverage Adobe InDesign, allowing the data to drive the design, Magjak was able to use its existing Adobe knowledge-base to quickly and efficiently develop the highly creative, high-impact mailer.
 
To ensure the greatest campaign success, Magjak strategically leveraged data that Club ABC Tours had about its existing customers and prospects, mining for the highest-value targets to generate the most significant results.
 
"XMPie PersonalEffect's powerful rule and data integration engines made leveraging the analytics results derived from Club ABC Tour's data a breeze," said Bruce Browning, president, Magjak. "It allowed us to smoothly and effectively integrate with the creation and production processes, making it possible for us to better target recipients with highly relevant messages, and track the results from each of the nine segments we created."
 
Not only did the campaign result in nearly $500,000 in new revenue and bookings in the first month, but it also successfully recruited nearly 150 new members in that same time.