Archive for Direct Marketing Mailing Lists
Direct Marketing Mailing Lists and Data Health
If you’re a direct marketing company you’re probably painfully aware to the fact that you live or die on the quality of your direct marketing mailing lists. Your direct marketing mailing lists are the lifeblood of your business. But, what are you doing to maintain the health of your records? Is there one person in your organization who “owns” the health of your these lists? And, does that person have the expertise and resources to maintain and grow them as a strategic business asset? Maintaining the health of your direct marketing mailing lists is a mission critical process because if your lists don’t strengthen and grow, your business won’t strengthen and grow.
Direct marketing mailing list quality keeps clients and prospects closer
The quality of your direct marketing mailing lists is critical to both strengthening the bond with your existing customer and acquiring new customers. Let’s look at customer loyalty first. Now that your customers have the ability to instantly comparison shop on-line, customer experience –even for direct marketers—becomes one of the few sustainable differentiators. The heart of creating a customer experience strong enough to retain customers is the degree to which you can personalize every customer touch point, and the key to personalization is the depth of data that you have on the customers in your direct marketing mailing lists.
Data appending critical to data health
The easiest way to quickly and cost effectively increase the depth of data in your direct mail marketing lists is to purchase data appending services form an external marketing data services provider.
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. It combines postal, email, phone and mobile data, as well as 260+ selection parameters to improve targeting.
Customer experience and personalization are also critical to acquiring new customers. But, in addition to the depth of data in your direct mail marketing lists, for acquiring new customers, another critical component of the health of your direct marketing mailing lists that you have to pay attention to is size and accuracy.
Size matters, the more prospect records you have, the more prospects you can convert into customers. But you need accurate contact information. In today’s highly mobile society postal addresses, e-mail addresses, land-line and mobile phone numbers change frequently. People opt-in and opt-out of e-mail marketing lists on a daily basis.
The data in a direct mail marketing list must be up to date, the data must be current and spelled correctly. At V12 Group, 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.
The depth and breadth of our direct mail marketing lists 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 marketing mailing lists.
Direct Marketing Mailing Lists from The V12 Group combine postal, email, phone, automotive, personality and mobile data, as well as 260+ selects to improve targeting.
Our direct marketing mailing lists targeting consumers come with an average CASS mail ready score of 99.2%
Contact The V12 Group today for your direct marketing mailing lists
Direct Marketing Mailing Lists, for the Holiday Season
If the nor’easter that hit the east coast recently is any indication, it looks like winter might be coming early this year. Before you know it, the lucrative holiday season will soon follow. If direct marketing is one of your channels and the holiday season represents a large part of your yearly income, then you should consider whether or not your direct marketing mailing lists are ready for the battle. If you’ve been banging your direct marketing mailing lists all year there’s a number of questions you should be asking to be sure they’re ready to stand up to the rigors of the epic battle for the holy grail of the consumers’ holiday spend. The battle will be especially tough this year; in case you haven’t noticed, there’s more competition chasing fewer dollars.
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Are your direct marketing mailing lists ready for the holiday season?
Here’s what you should be asking yourself to be sure that you have a robust set of direct mail marketing lists:
- Are my direct marketing mailing lists clean enough?
If you’ve been using your direct marketing mailing lists all year and if other organizations in your company like customer service or sales use the list, you probably should have a reputable marketing data services provider do some data cleansing for you. Data cleansing includes:- De-duping – removing duplicate records
- Moving data entered in the wrong field to the correct field
- Correcting misspelled names, addresses, etc. where possible
Data cleansing, when performed by the right external marketing data services provider, will cut down on the number of bounce backs, postal returns and wrong numbers which will give a boost to your list performance KPI’s.
- Are my direct marketing mailing lists still accurate?
In today’s highly mobile society, postal addresses, e-mail addresses, landline and mobile phone numbers change frequently. Also, people opt in and out of email marketing lists on a daily basis. So, the data in your direct marketing mailing lists must be up to date. Here again, many marketing data services providers offer postal address, e-mail address, and phone number verification as part of their data cleansing services. - Are my direct marketing mailing lists big enough?
That’s right, folks, this is one place where size definitely matters. If you’re going to do a good job of testing subject lines, creative offers will probably eat up 10 to 15% of the records in your direct marketing mailing lists for the testing alone. Once you’ve completed the testing and everything is optimized, the bigger the direct marketing mailing list, the more potential customers your campaign will reach. - Do my direct marketing mailing lists have rich enough data sets?
The depth of data in direct marketing mailing lists is also important. The more granular the data in the lists, the better you’ll be able to segment the lists. Therefore, you can personalize the offers and other customer touches to enhance your customer experience. A good marketing data services provider can append data to your direct marketing mailing lists from a variety of off-line and on-line sources to vastly improve the depth of data.
At The V12 Group we offer data enhancement services that include data cleansing and 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.
In addition, our highly experienced creative services team brings a unique combination of creative talent, industry best practices and state of the art software tools to implement creative designs that are optimized to impact your digital marketing campaign’s response rates.
Click here to learn more about how V12 Group data enhancement and creative services can help you to increase the power of your digital marketing campaigns in today’s roller coaster economy.
The V12 Group’s Direct Marketing Mailing Lists combine postal, email, phone, automotive, personality and mobile data, as well as 260+ selects to give you greater targeting control for your campaign.
Our direct marketing mailing lists targeting consumers come with an average CASS mail ready score of 99.2%
Contact The V12 Group today for your direct marketing mailing lists
Direct Marketing Mailing Lists Profiled and Segmented
This is the second in a series of blog posts on how you can use the data in your direct marketing mailing lists as a key enabler for customer loyalty and increased sales.
The heart of creating a superior customer experience is the degree to which you can personalize every customer touch point, and the key to personalization is the depth of data that you have on the customers and prospects in you direct marketing mailing lists.
Customer profiling in your direct marketing mailing lists
In the previous blog post we talked briefly about working with a marketing data services provider to append data from external sources to enrich the data in your direct marketing mailing lists for better segmentation and targeting. At The V12 Group our marketing data services go beyond data appending and audience segmentation to develop accurate customer profiles that identify the most descriptive traits and segments of the ideal customer, and then use those parameters to find prospects that look like them.
We also use the data to understand existing customers that cancel, default or demonstrate other negative behaviors, so that you can either avoid them or develop strategies to deal with them. Specifically, we use empirical evidence contained in your customer direct marketing mailing lists to:
- Identify traits of the buyers who use specific services
- Target audiences/segments that are unique in composition of: age, income, home ownership, marital status, ethnicity, wealth, behavior, discretionary spending, etc.
- Identify services that are most appropriately marketed together
Direct marketing segmentation techniques in your mailing lists
Another marketing data service that V12 Group offers to help you increase the value of your direct marketing data lists is segmentation scheme validation. We start by identifying the core segments of your database and researching them in-depth to gain a thorough understating of their behavior, the levers that impact value and the customer life-cycle. Then we use that knowledge to develop a tier-migration strategy that looks to increase the value of the customer relationship over-time by migrating the customers through the customer lifecycle and up the value chain into higher value segments. Contact the V12 Group to learn more.
Direct Marketing Mailing Lists Impact on Customer Experience and Loyalty
If you’re a direct mail and e-mail marketer, and you worry about the possibility of your sales declining along with the current economic contraction, the key to maintaining sales growth may lie in the existing customers in your direct marketing mailing lists.
According to a recent article in Response Magazine entitled Overcoming Economic Struggles by Focusing on Customer Loyalty, based on a recent Customer Management Exchange survey conducted ahead of the Customer Experience Exchange 2011, “improving loyalty is now a key objective for 58.6 percent of customer-experience professionals.”
If you want to keep your existing customers and expand your share of their market basket, you need to offer them more products and/or services that meet their wants and needs, as well as a superior customer experience. The same holds true for increasing the business you get from converting prospects and suspects to customer. Because today’s shopper can go to the internet for instant price comparisons, customer experience becomes the only sustainable competitive advantage.
This is the first in a series of blog posts that will discuss how enriching your direct marketing mailing list can be a key enabler for enriching your customer experience and increased sales.
So how do you provide the customers, suspects and prospects in your direct mailing marketing lists with a superior customer experience? The answer comes down to learning more about them and using that knowledge for:
- Better audience segmentation and targeting
- Personalizing every touch-point
- Developing products and/or services to meet a wider range of their needs and wants
And, how do you learn more about them? Well, there are three main channels of information on the customers in your direct mail marketing lists:
- Engaging them in an interactive dialogue by driving them to your web site and/or micro sites via direct mail, e-mail, on-line, print, etc.
- Importing data from internal sources like transaction and customer service data
- Data appending and other data enhancement services from external marketing data services providers
Data appending is a quick and easy to increase your knowledge of the customers and prospects in your existing direct marketing mailing list. It’s the simple process of adding data to your existing direct marketing mailing list from an external data resource. At The 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.
Contact us to learn more about the V12 Group and how we can help you get the most out of your direct marketing mailing lists.