fmi direct, inc. has announced the release of their campaign tracking system called totaltrac. fmi, a direct marketing service provider, serves marketing agencies and clients nationwide managing and supporting their direct marketing campaigns.
The totaltrac System allows marketers to make better marketing decisions, ramp up response rates, and conduct effective follow-up for direct marketing campaigns. Marketers use totaltrac to create triggered emails, voice messages, phone calls or even additional direct mail, to follow up on a campaign. As marketers know, one of the most important ways to boost response is by following up in a targeted, timely manner.
"This isn't just another mail tracking system, which other companies have been doing well for years," explained Erik Formica, Project Manager for fmi. "When we designed totaltrac, we included standard mail tracking capabilities, added user-friendliness, and made sure it was not visually bland."
totaltrac uses mail tracking and delivery data to trigger subsequent steps in the campaign. For instance, when an individual receives a mail piece (totaltrac knows this by capturing scan information) the next step may be to send a personal email to remind the recipient of a sale, a coupon, or other call to action. totaltrac launches that next step, and then tracks open rates and other relevant information. Also, if any action takes place specific to a mailing, such as an open or click through, it shows up on the totaltrac dashboard. "The beauty of this is that all of the information surrounding a campaign is in one place," said fmi president Lisa Formica.
For agencies managing client campaigns, totaltrac allows the agency to keep track of each client and all of their campaigns. It will track the status of both the mail delivery and all of the follow up campaigns, whether delivered via social media, email or call centers.
Innovative Print and Media Group is a direct mail agency whose clients use totaltrac. Clinton Fetterman, Production Coordinator commented, "We have a large client who wants to make sure their mail piece has been delivered, so that they can staff their call center and be prepared for follow up. We also keep tabs on their mail status, using totaltrac to see if and where the mail is hung up. Then we can contact USPS directly to take care of it."
"There are so many different ways the mail can get hung up," noted Amy Pressman, also from Innovative. "We have one client set up with totaltrac who receives an email report showing the status of her deliveries nationwide. She doesn't even have to login, the system sends her a daily email automatically" said Pressman "Also, one of the other totaltrac features we are about to implement is the returned mail feature. Returned mail has been very expensive for our clients, and up until now, we have been handling it manually to cleanse the bad names from the database. With totaltrac's returned mail feature, we won't even get the mail back - it is processed by the post office and return records are sent to us in a data file for our client. This will save our clients a great deal of time and money," Pressman notes.
Lisa Formica noted: "Print distributors and brokers who sell direct marketing services will benefit from using totaltrac. It adds value to their current offerings, and will help them stand out with a service that helps clients take action to boost response rates. The market is ready for a product like totaltrac to address the challenge of making results-based marketing decisions, without a huge hardware and software investment."