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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 in your company profits.
Are there key pieces of information missing from your data base 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• Out of Date information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 are maximising marketing dollars.
Statistics show that up to 20% of records within a typical in-house data file are undeliverable, seasonal or vacant? In addition, up to 5% of records are identified as as small to mid sized businesses, which typically require separate marketing strategy than a consumer campaign.
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 whether your records include homeowners, parents, members of particular ethnic groups, or even customers who are connect to the Internet.
• Add revealing business details, including SIC codes, sales volume, business site type (for example, headquarters ot branch office), number of employees, or contact names.
• 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, personalised 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 modelling 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.
Barbara Spagnda
Posted on 30th March 2010