| Creating a successful direct marketing program | | | | information. Here's just a few examples of |
| involves clean data records with highly deliverable | | | | popular appends provided by the most reputable |
| addresses. Cleaning, enhancing and filling the gaps | | | | direct marketing data solutions firms:o Add postal |
| in your in-house files will mean cost effective | | | | addresses to records that only contain email |
| postage rates, minimal bounces in mail pieces, and | | | | addresses. Or add phone numbers, names or |
| an increase your company profits. | | | | business titles to your current fileo Add revealing |
| 1) Keeping Your List Clean | | | | consumer details, so that you can target your |
| Are there key pieces of information missing from | | | | messaging for a higher response. You can find out |
| your database that could increase customer | | | | whether your records include homeowners, |
| sales? Statistics show that most company's | | | | parents, members of particular ethnic groups, or |
| customer and prospect databases are missing | | | | even customers who are connected to the |
| key pieces of information:o Phone numbers but no | | | | Internet.o Add revealing business details, including |
| addresseso Out-of-date informationo Details that | | | | SIC codes, sales volume, business site type (for |
| could effect your marketing strategies such as | | | | example, headquarters or branch office), number |
| homeowner, presence of children, income level, | | | | of employees, or contact names. |
| marital status demographics; business size, | | | | 3) How Data Hygiene and Enhancement Boosts |
| employee size, sales volume demographics and | | | | Your Bottom Line Sales Resultso Saves you |
| more. | | | | money on printing and mail-house fulfillmento |
| Keeping your data files up-to-date and complete | | | | Allows you to control mailing waste and save on |
| with data hygiene services is an important | | | | postageo Gives you the opportunity to target |
| component of a direct marketing campaign. The | | | | your selling messages to the right audience at the |
| end result is improved deliverability, savings on | | | | right timeo Opens up new channels to reach your |
| print material and postage. Cleaning and data | | | | consumer or business customers using the |
| enhancement is a proven method to ensure that | | | | methods they prefero Drives higher response |
| you are maximizing marketing dollars. | | | | through more specific, personalized offers (as |
| Statistics show that up to 20% of records within | | | | opposed to generic, one-size-fits-all promotions)o |
| a typical house data file are undeliverable, seasonal | | | | Helps build loyalty programs that drive up lifetime |
| or vacant. In addition, up to 5% of records are | | | | valueo Leads to more profitable prospecting, |
| identified as small- to mid-sized businesses, which | | | | through modeling and forecasting |
| typically require a separate marketing strategy | | | | Data enhancement and hygiene can open doors |
| than a consumer campaign. | | | | to new sales opportunities, make your marketing |
| 2) Connect with Customers via Data | | | | efforts more efficient and cost-effective, and help |
| Enhancement | | | | you get the most return on investment for any |
| Take the time to learn about the people behind | | | | campaign. Most of all, it keeps your customers |
| those records. When you know who you're | | | | happy and loyal, by making their mailings more |
| dealing with, you know how best to approach | | | | relevant and accurate. |
| them. Here's a tip: Enrich your data with appended | | | | |