Twelve Horses Rounds Up Its First Mail Campaign

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Twelve Horses, Salt Lake City, UT, this week is concluding its first major marketing and direct mail campaign. Twelve Horses is a literature deployment company that launched earlier this year.


With its first business-to-business campaign, Twelve Horses is testing the design of the mail pieces and using five versions that include alterations of the text within the pieces.


According to Tom Reid, director of business development at Twelve Horses, close to 20 lists are being utilized.


"The people we are looking to go after are what we feel to be the most paper- or brochure-intensive companies out there," Reid said. "Nowadays, there are these companies that have a high frequency of change with their product, and by the time they print their brochures and send them out, it's time to change them already and add different features."


Twelve Horses takes text that a company is looking to send out either to its customers or employees in the form of brochures or letters and converts it into an electronic message that can be distributed at a much lower cost. The main product at the center of this program is its MessageMaker tool.


According to the company, MessageMaker is a permission-based customer-communications solution that enables companies to "corral splintered customer communications efforts into a coherent strategy" that businesses can deliver when and how they want. It is a Web-based service that enables businesses to create and send personalized electronic messages and embedded digital versions of applicable literature.


Bill Rozier, vice president of global marketing at Twelve Horses, said the number of pieces being sent out would be in the six figures. He did not wish to divulge who and what types of companies the campaign would be targeting. However, he said the majority of businesses would primarily be large-sized businesses in the customer service market, such as banking, insurance and hi-tech companies. He said it would also be reaching out to human resources departments within those companies.


The pieces discuss the benefits of the service, including the speed in which it can convert the literature and the savings it will produce. The messages printed on the front of the pieces vary, but push the same message: Stop wasting money on printing costs.


The piece aimed at high-level executives is enclosed in an envelope that contains a personalized letter. The other four pieces are all self-mailers. The text in the last half of all the pieces is generally the same. But the introductions vary slightly. They range from telling the recipients to "invest in sales -- not servers and software" and "don't print it if you don't need it," to "Serve Customers. Save Money. Everybody Wins" and "Stop the presses and stop wasting your marketing dollars."


To get recipients to act quickly, Twelve Horses is providing a digital camera offer in its pieces. Those interested in responding can do so by phone or e-mail or by mailing back the business reply card that is provided.


"We will not be asking them for any information that is out of the ordinary," Reid said. "Our goal is to pinpoint where they are in the buying cycle so that we can personalize the follow-ups as much as possible."


If all a potential prospect wants is additional information, they can specify how they want to receive the follow-up, whether it be via mail, phone or e-mail. If they want to make a purchase immediately, they will be put in contact with the sales department.


"Once we find out exactly what they are looking to do," Reid said, "then they will be directed to the appropriate part of the company."


Twelve Horses worked with Babcock & Jenkins, Portland, OR, on developing the campaign.
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