SAS Marketing Automation helps Vistaprint understand customer needs

SAS, the leader in business analytics software and services, today announced that a year after implementing SAS Marketing Automation to help drive direct mail campaign strategy, Vistaprint NV is executing targeted e-mail campaigns better than before without using extra resources.

Vistaprint NV is a leading online provider of professional marketing products and services to micro businesses and the home.

"Different customers have different needs, and optimising campaigns to fit those needs is important," said Todd McClain, Vice-President of North American Marketing at Vistaprint. "Using SAS Marketing Automation, we can send out more tailored, customised campaigns and target customers individually. Now we know which customers will respond positively to different offers and campaigns, and in turn, are more effective as a marketing organisation."

For Vistaprint, a major reason for using SAS Marketing Automation is its ability to automate e-mails based on customer behaviour.

SAS Marketing Automation provides "smart" triggers that take into account the value of the customer before an offer is proffered. As an example, for high-volume customers who don't complete an order, the names can be automatically sent to customer service for a follow-up call. For products such as brochures, where a customer might need to work on the piece over several trips to the site, the company could hold the follow-up e-mail until a point when testing shows that it is most effective to make contact.

SAS Marketing Automation is part of the SAS Customer Intelligence suite that enables companies to deepen customer insights, choreograph customer interactions and continuously improve the organisation's marketing performance.

Customers worldwide using SAS to support customer initiatives include Cabela's, DeutschlandCard, First Citizens Bank, Grupo Santander, MBNA, Staples, US Bank and Wakefern Food Corp.