BY: JOYCE KAREL, Marketing Director CRM

Direct marketing has always been part of Whirlpool Corp.’s marketing mix, but it has traditionally taken a back seat to other mainstream media channels.

That’s no longer the case. Direct marketing has become a key component in the company’s overall marketing efforts within the various divisions both in terms of nurturing relationships with existing customers and courting new prospects. The targeting and accountability of direct marketing has great appeal, especially in today’s environment of lean marketing budgets.

As an example, take Whirlpool Corporation’s KitchenAid brand. After every purchase of a KitchenAid appliance, customers receive a simple thank-you note designed to show our appreciation as well as provide customer service information.

The direct mail piece also includes a survey component in which consumers verify their personal and product information and can “raise their hands” if they want more information on additional products. Re-mailing this group has been a remarkably successful program in terms of helping the KitchenAid brand deliver the right message to the right customers.

In another initiative, the KitchenAid brand mails a select customer group a custom magazine designed as a brand- and loyalty-building vehicle. The publication gives readers information of interest such as cooking tips, recipes and organizational strategies.

We also engage in extensive database modeling to determine the likelihood that a customer is in the market for another product that we can cross-sell. The practice also lets Whirlpool make offers based on anticipated consumer value and relationship history. This has been a great source of incremental revenue for all the brands in the Whirlpool Corporation portfolio.

I can’t overemphasize the importance of the test-and-learn aspect of direct mail. We break our lists into customer segments and use control groups to determine the message that’s likely to elicit the best response. So we don’t have to make a huge investment on day one – we can test campaigns to the point where we’re comfortable, and once we follow through, we’re assured that our marketing dollars are working most effectively.

Direct marketing’s exceptional targeting and revenue-generating potential is what distinguishes it from other marketing channels. Here at Whirlpool, we’re expanding our efforts thanks to the clear value direct marketing delivers across our brand portfolio.