Creating a successful direct marketing program involves clean data records with highly deliverable addresses. Cleaning, enhancing and filling the gaps in your in-house files will mean cost effective postage rates, minimal bounces in mail pieces, and an increase your company profits.
1) Keeping Your List Clean Are there key pieces of information missing from your database that could increase customer sales? Statistics show that most company's customer and prospect databases are missing key pieces of information:
• Phone numbers but no addresses • Out-of-date information • Details that could effect your marketing strategies such as homeowner, presence of children, income level, marital status demographics; business size, employee size, sales volume demographics and more.
Keeping your data files up-to-date and complete with data hygiene services is an important component of a direct marketing campaign. The end result is improved deliverability, savings on print material and postage. Cleaning and data enhancement is a proven method to ensure that you’re maximizing marketing dollars.
Statistics show that up to 20% of records within a typical house data file are undeliverable, seasonal or vacant. In addition, up to 5% of records are identified as small- to mid-sized businesses, which typically require a separate marketing strategy than a consumer campaign.
2) Connect with Customers via Data Enhancement Take the time to learn about the people behind those records. When you know who you're dealing with, you know how best to approach them. Here's a tip: Enrich your data with appended information. Here's just a few examples of popular appends provided by the most reputable direct marketing data solutions firms:
• Add postal addresses to records that only contain email addresses. Or add phone numbers, names or business titles to your current file • Add revealing consumer details, so that you can target your messaging for a higher response. You can find out whether your records include homeowners, parents, members of particular ethnic groups, or even customers who are connected to the Internet.
• Add revealing business details, including SIC codes, sales volume, business site type (for example, headquarters or branch office), number of employees, or contact names.
3) How Data Hygiene and Enhancement Boosts Your Bottom Line Sales Results • Saves you money on printing and mail-house fulfillment • Allows you to control mailing waste and save on postage • Gives you the opportunity to target your selling messages to the right audience at the right time • Opens up new channels to reach your consumer or business customers using the methods they prefer • Drives higher response through more specific, personalized offers (as opposed to generic, one-size-fits-all promotions)
• Helps build loyalty programs that drive up lifetime value • Leads to more profitable prospecting, through modeling and forecasting Data enhancement and hygiene can open doors to new sales opportunities, make your marketing efforts more efficient and cost-effective, and help you get the most return on investment for any campaign. Most of all, it keeps your customers happy and loyal, by making their mailings more relevant and accurate.
Data Cleansing - To learn more about this author, visit Barbara Spagnola's Website.
Like this article? Share it with your friends
 |
Related Articles |
|
 What is Your Data Quality Gameplan
|
| |
This article states importance of having a solid data quality gameplan in place. This way, you're getting the most out of your direct marketing dollars and not wasting valuable budgetary resources.
|
|
Foods For Optimum Health
|
| |
One of the important things we need to do to ensure a good balance in our lives is to be aware of what we eat.
There are certain foods that contain high amounts of beneficial substances - antioxidant vitamins and...
|
|
Data, One of Your Most Important Assets
|
| |
Small businesses have to realize the importance of their data...How it's stored, how it's shared, how it's secured, and how it's backed up. You don't have to spend a lot of money to implement a simple file storage ...
|
|
Work from Home Data Entry Jobs: What Are They?
|
| |
If you've ever worked in a business office, you know there are some people that spend their entire day entering data into computers. Whether it is textual data or numerical data, someone has to input it so that it c...
|
|
Analytics- A Marketing Managers Friend or Foe?
|
| |
A quick and basic look at Web Analytics. Understanding your analytics can help you maximize your efforts. Getting lost in your analytics can make you feel like you're adrift at sea.
|
|
|
Barbara Spagnola
(Visit Barbara's Website)
For Barbara, building a brand is so much
more than slick marketing slogans and
high-dollar advertising campaigns. After
putting in stellar performances as a sales
and marketing manager with Armour Foods of
South San Francisco and Western Insurance
Company of San Mateo, Barbara started the
first of two high-impact companies. And,
more importantly, she mastered countless
revealing practices on how, and how not,
to build a powerhouse brand.
One of Barbara’s natural talents is
creating a hard-hitting, multifaceted
marketing campaign. The days of “shotgun”
marketing are nearly extinct. With
countless mediums and the reach of
cyberspace, companies that bet big bucks
and hope they’ve made the right play
typically have a very short shelf life.
Her ‘full circle’ approach addresses the
key aspect of marketing in the new
millennium; a rich mix of tried-and-true
traditional concepts and promising current
theories that develops brands, sells
products and services, and just plain old
works. And that’s exactly what Concept
Marketing Group can do for your business.
Take you by the hand and empower your
business to not only weather the storm,
but build momentum in any market
condition.
|
|
 |
|
|
Barbara Spagnola's
Complete
List Of
Advertising
Articles
|
|
|
If you enjoyed this article, get Barbara Spagnola's Complete List of Advertising Articles For FREE!
|
| |
|
|
|
![[Get Copyright Permissions]](http://license.icopyright.net/images/icopy-w.gif){kind=small}
