Fly Buys speaking to customers directly

Direct mail still the most effective way to communicate with consumers – here’s how

Direct mail still the most effective way to communicate with consumers – here’s how

Fly Buys (owned by Loyalty New Zealand) is the country’s largest customer loyalty programme. The company partners with Datam for its direct mail capabilities, because even in the digital age that’s still one of the most effective ways to talk to its 2.5 million customers in the most relevant way.

“Direct mail remains a channel with significant reach, and we get very strong cut-through – a lot stronger response rate than email," says Kim Rousell, Loyalty NZ marketing services manager.

Using data analytics to understand customer behaviour

Fly Buys and Datam work together with another Loyalty NZ business – LAB360 – which uses data analytics to help businesses understand customer behaviour.

This insight is then converted into a tailored offer that forms part of a Fly Buys points summary update, which Datam distributes.

“The points summary is a direct mail piece that accompanies the rewards catalogue we send out. It’s our primary project with Datam, and there are literally hundreds of iterations,” Kim explains.

“It’s our most complicated piece of mail in terms of dynamic content that has to be changed out.”

Monthly mailout running like clockwork

The company used to send this communication every two months but has moved to a monthly cycle.

“There’s been a lot of pressure on Datam to do a complex job quickly, and they’ve been really efficient in getting this to market,” Kim says. “I’ve seen it in operation – and it blows my mind! Datam is a leader in this type of technology.”

Solutions to combat redemption spikes

Kim explains the company is often “under the pump” to deliver something quickly in response to a competitor’s offer. Then there’s the added pressure on the Fly Buys contact centre, when there’s often a spike in reward redemptions after every direct mailout.

For every challenge, Datam always comes to the table with an efficient and innovative solution, Kim says.

“We have a strong, long-standing relationship with Datam – they understand our business thoroughly. I see them as experts in direct mail – they are exemplary. They have really strong technology that means they can drive efficiency.”

To see how your business can enhance its direct mail campaign results, get in touch with the team at Datam today. Let’s talk.