One of the direct mail campaign types available in Retention Pro are 5 Around mailers which are designed for new customer acquisition.
A 5 Around campaign in Retention Pro is a direct mail campaign that will send to the neighbors of your customers instead of sending directly to your customers. This allows you to target potential customers that live in areas where you already have existing customers.
There are two type of 5 Around mailers:
5-around One-Time Campaign - A one time campaign that sends to a batch of your customer’s neighbors.
5-around Continuous Campaign - A continuous campaign that goes out in intervals to your customer's neighbors.
The campaign edit screen for a 5 Around mailer will look much the same as a standard Direct Mail campaign.
You will continue to configure your filters and triggers just as you normally would. However, it's important to remember that, although the campaign sends to your customer's neighbors rather than the customers themselves, the filters and triggers are still directly tied to your customers.
For example: If you set the Days Since Last Visit filter to 90-365 days, the campaign will send to the neighbors of your customers that came in between 90-365 days ago.
For more information on Direct Mail Campaign filters please see Direct Mail Basic and Advanced Filters
If you are sending a one-time 5 Around you will see a customer list at the bottom of the campaign screen. The customer list will show you any customers that meet your filter criteria but there will be an extra column titled "Number Of Neighbors".
The Number Of Neighbors column represents who the campaign will actually send to. So if the column shows 3 Neighbors then the campaign will send to only those 3 Neighbors and not your actual customer.
Once the campaign has been sent you will have a Campaign Tracking page like you would with other Direct Mail campaigns. However, if you are reviewing the "Sent" items you will see your customer listed multiple times for the pieces that were sent to their neighbors.
Let's say you sent out a 5 Around and it went to 5 Neighbors of your customer Larry. You would see the following on your tracking page:
You can identify the recipients of the campaign by referring to the "Address" column, which displays the addresses of the neighbors who received the mailings, rather than your customer Larry himself.