V12 Group Blog
Email Data Services Critical to Successful Triggered Email
Jumpstarting your triggered email program
According to the Q4 2011 North American Email Trends and Benchmarks Results survey, recently released by the Direct Marketing Association’s Email Experience Council and Epsilon, triggered email messages had, “96% higher open rates and 125% higher click rates than “business as usual” (BAU) messages. These benchmarks were compiled from over 51 billion triggered emails sent across multiple industries during 2011.
Triggered emails are those sent in response to some action, or trigger including:
- Welcome
- Thank you
- Saved cart
- Abandoned cart or click trail
- Cancel
- Anniversary
- Birthday
- Elapsed time, etc.
Why triggered email gets a better open rate
One reason why triggered emails are so effective is that they are, more often than not, sent in real-time, so they are highly relevant. Some examples of this and their source for the trigger data are obvious like saved cart on an e-commerce site, welcome and thank you. For other examples, like anniversary, birthday, purchase of an automobile, purchase of a home, etc., getting the trigger data requires some digging. In addition, the more triggers you have per household, the more frequently you can send them a highly relevant email promotion. This is where email data services from the right email data services provider can come in handy.
Our email data services drive successful triggered email
At the V12 Group we can combine data from offline resources with on-line data to build comprehensive customer profiles that give you the ability to establish multiple triggers for a given household. Some of the off-line data sources that we use for our email data services are: public records, catalogue and magazine subscriber databases, consumer survey data, on-line communities, e-newsletter subscriber databases, as well as transactional data from catalogs, affinity programs, discount houses, clearing house and infomercials.
In addition, our email database, which we update on monthly basis, currently has over 185 million records with 260+ selects including geographic, demographic, lifestyle, interests and behavioral data, as well as1,000 ZIP and CRRT.
To further enhance response rates we can support multi-channel follow-up campaigns with over 90 million records that have both email and postal addresses and 114 million records with email addresses and residential phone numbers. The CASS mail-ready score of our B2C database is 99.2% with over 260+ selects that can be used for targeting, and our B2B database has been DPV confirmed to have 99% deliverable addresses with over 20 selects that include firmagraphic and contact level demographic data.
Contact us or go to our Email Resource Center to learn more about how email data services from the V12 Group can help you to create high impact triggered email marketing programs.
A Scrumdiddlyumptious Way to Help Small Business Grow. Email Marketing.
A powerful way for small businesses like restaurants, gyms, florists, and dentists to quickly and easily attract more customers using highly targeted email marketing programs.
Direct Mail Alive and Kicking Thanks to High-Powered Lists
It May Not Be High-tech But It’s Still High Touch
Let’s compare the experience of email versus traditional mail:
Traditional Mail177 billion received per year 53% is considered legit vs 47% Junk* Consumers prefer it more than email as marketing method from brands** 60% of U.S. Postal Service customers said they enjoy checking their mailbox for postal mail** |
14.4 trillion received per year 19% is considered legit vs 81% Spam* 34% of U.S. consumers who prefer email over mail cited “saving on paper” as the main reason, up strongly from 2010** |
We have some thoughts on this
Consumers might have fond memories of going to the mailbox. There’s always the chance of a letter from grandma. When they sort through their mail they actually pick it up and look at it. This may be one reason why direct mail has the potential to provide a much higher response rate:
- the increased attention time
- the tactile nature of it
- the fact that a direct mail piece has much more messaging space on its exterior than the subject line of an email
To fully take advantage of the statistics above, marketers who use traditional direct mail must keep a few things in mind. Direct mail must:
- Be highly relevant
- Be carefully targeted
- Have killer creative
Smarten up your direct mail lists for success
How can you achieve the level of relevance in your creative and granularity in your targeting required to drive high response rates? The foundation is your direct mail lists. In today’s marketplace your direct marketing lists need to have enough demographic, psychographic and behavioral selectors to support razor sharp segmentation and laser focused targeting.
With a rich set of consumer data you can develop highly relative creative that hits the right customers with the right message. Three tips to keep in mind are:
- Make it touchy-feely – fold-outs, scratch ‘n sniff, flashing lights, sound chips all make a direct mail piece more interactive and therefore more engaging
- Keep it simple – avoid information overload. Give the consumer just enough information to move them to the desired action (eg. Go to you web site, go to your store, call, etc)
- Tie it in to the latest gadget trends – drive the reader to your web site, mobile app, Facebook page, etc. Try QR codes, etc.
If your direct mail list doesn’t have a rich enough data set, don’t worry. You can easily add significant depth to your direct mail list with data appending services from a qualified, reputable marketing data solutions provider. Data appending is a quick and easy way to increase your knowledge of the customers and prospects in your existing direct mailing list. It’s the simple process of adding data to your existing direct mail list from an external data resource.
Direct mail lists and services from the best
At V12 Group we offer data appending from our multi-channel consumer database which is one of the largest in the direct marketing industry with over 208 million individuals and 110 million US households. The database is a hybrid file built from compiled and proprietary data sources. It combines postal, email, phone and mobile data, as well as 260+ selection parameters to improve targeting. These selection parameters include demographic, geographic, lifestyle, interests, and behavioral data.
The depth and breadth of our consumer data file enables extremely accurate customer profiling and granular audience segmentation which will help you to improve both your customer experience and your response rates.
Click here to learn more about how V12 Group can help you to get the most out of your direct mail lists.
Sources -
* U.S. Postal Service data from 2009
Data Vendor Helps You Get More from Big Data
According to a recent interactive marketing survey by Chief Marketer, the “list of interactive tools marketers can reach for to engage customers grew longer than ever for this year’s survey.” The survey also found that digital marketers are still struggling with, “not being confident they are using the right platforms to reach their target audiences… to finding the budget resources to implement those tactics and managing the fire hose of data that somehow still doesn’t illuminate the true ROI of campaigns.”
Digital marketing gets more complex every year, and so maintaining a competitive edge in your marketing gets tougher and tougher. It’s a complex environment, and even if you’re a large, well-funded marketing organization, you’re probably going to need some help. The best place to get that help is a data vendor with a full suite of services that cross the entire marketing value chain.
V12 Group is the data vendor that’s developed a full suite of services to help digital marketers manage today’s complex digital marketing technology environment and the big data it generates. The suite ranges from a full set of traditional digital marketing services like customer profiling, audience segmentation and targeting, data appending, etc, to two comprehensive data management solutions:
- Data Management as a Service (DMaaS) – helps clients integrate their disparate data sources together to create a 360 degree view of their customer and operational data accessible via a variety of integrated business intelligence and data visualization tools delivering improved business insight for marketing, operations and financial functions.
- Data Distribution Platform (DDP) – is a centralized direct marketing platform that provides clients with access to multi-channel, consumer, auto and business information, as well as a variety of business intelligence and digital campaign execution tools that maximize the usability of the information for new customer acquisition or cross-selling current customers
We also offer a complete range of marketing database services that spans your entire direct marketing supply chain from strategic planning to post campaign analysis including data acquisition and analysis, data appending and customer profiling and analytics, as well as creative, design and execution.
All of these services will help you to be more adaptive to changes in the marketplace, as well as significantly improve the performance of your campaigns.
Contact the V12 Group to learn more about how our suite of database, direct and digital marketing services can help you increase the relevance and effectiveness of your marketing programs and improve your return on marketing investment (ROMI). We’re the data vendor that goes far beyond being a data vendor.