As the nation’s biggest, most trusted multi-source data and database marketing solutions provider, AccuData America doesn’t just know the rules about direct marketing. We helped shape them.
With 15 years in the business, we at Accudata understand that some things about our industry will always remain true: after all, hard work and great ideas will never go out of style. But we also like to think of our industry as a work-in-progress. With every new technology and trend, the rules can shift. We love the challenge of putting brand new best practices to work for our clients.
We can help navigate the changing landscape of direct marketing. For starters, we offer a collection of golden rules for savvy marketers.
10) Calling first isn’t the golden rule anymore.
National Do-Not-Call legislation has changed the landscape of marketing in recent years. There was a time when “call first” was a standard marketing practice-but these days, that rule has changed to “call smart.”
Smart marketing means ensuring that your marketing campaigns are DNC compliant from start to finish. That includes establishing, monitoring, and enforcing a DNC procedure for your company; training your staff; and using a version of the Federal Trade Commission’s DNC registry that was updated no more than 31 days prior to the date the call is made.
9) Mass emails are a thing of the past.
As with so many other industries, marketing is looking toward personalization as the wave of the future. Experts agree that customers’ requests and behaviors should drive the emails they receive. Mass blasts on a weekly or monthly schedule area good way to get tossed in a customer’s “delete” folder.
Event-driven emails are easier to create and send than ever, thanks to technology solutions that allow companies to integrate customer histories, triggers and other data into their email marketing systems. In 2005 savvy marketers will begin to automate messages based on purchase dates, items purchased, customer segment and more.
8) Models aren’t just for fashion shows anymore.
“Modeling” is also a sophisticated selection strategy that allows marketers to analyze data and get amazing results. By using statistical models, marketers can identify new markets, predict customer loyalty, discover cross- and up-sell opportunities, retain current customers and pack more punch with every campaign. By drilling down into your marketing lists and databases, basic modeling solutions can show that the response rates for certain names and demographics are far higher that others. That information can be used to screen out the poorer performers.
Modeling can offer far more complex solutions, as well, and has been shown to increase response rates by an astounding 40 to 50 percent. And the best news of all? You don’t need a Ph.D in mathematics to harness this high-powered solution. All you need is a great a great data services provider, who can help you gain better insight and better response.
7) Resident Occupant data doesn’t have to be one-size-fits-all anymore.
Looking for wealthy Americans over 50? Internet-connected households with children? Pet owners or Hispanic families? Now you can find them, and increase your response by targeting the right audience.
Today’s Resident Occupant solutions don’t have to be just saturation mailings anymore. Now you can access more information regarding your target ensuring your mailer will have a higher ROI by helping you reach your most likely responders. The best data solution providers can offer virtually 100 percent coverage for ethnic households, laying the groundwork for culturally specific campaigns. They can help you choose data by individual lifestyles and hobbies. Or, you can access information by age, income, gender, occupation and much more.
6) Profiling isn’t just for the big guys anymore.
Do you know what your ideal customer looks like? If you don’t, it’s time to find out. Understanding and differentiating your current customers is the first step in making effective marketing decisions.
Luckily, determining your ideal customer and prospect target is simpler now than it ever has been. The industry’s best marketing solutions are amazingly precise and comprehensive, giving you more detail and insight into your file than was available even a few years ago.
Today’s profiling solutions allow you to identify key characteristics of the customers who matter most to your bottom line. Once you’ve profiled your customer base, you can use that information to choose highly responsive lists for every campaign you embark on. It’ll save you time, energy and precious budget dollars.
5) Business data must go beyond the basics.
When you’re looking to connect with business prospects and customers, targeting the right audience is essential. Getting business names and addresses is nice, but specialty data takes your efforts to the next level.
Depending on your industry and offer, you can target by business type, sales volume or even the square footage of the building. Once you’ve profiled your ideal customer, your selections become even more obvious. If you’re marketing insurance, make sure you target company headquarters. Or, save yourself time and money by targeting only the decision makers in any given business.
4) Everything old is new again.
Despite all the cool new forms of direct mail, it turns out that using an old-fashioned letter can pull results that are just as positive.
Don’t lose sight of the basics: direct marketing relies on a targeted list, a compelling message, and a great offer with a clear call-to-action. And in that age of instant e-communication, the power of a letter can be easily underestimated. Letters hold our personal attention, and they still represent “important” or “official” communication for many consumers and businesses. Many marketing experts assert that the further away a marketing message gets from the look and feel of a traditional letter, the less impact that campaign will have.
3) Your computer is a valuable tool - and not just for surfing and mailing.
If you’re still using your computer the same way you did five years ago - for emailing, writing and storing documents – you’re missing an amazing opportunity to “wire up” your marketing. Online tools including database management systems, count-and-order sites and data pipes are an absolute must for today’s marketers.
Whether you’re looking for simple ways to collect commissions, a more sophisticated method of enhancing your e-commerce site, or a way to better manage your marketing data, online tools can make it easy for you. All you need is access to the web, and a connection to a smart solutions provider.
2) Target, target, target!
With the glut of marketing messages being sent to consumers and businesses every day, now is the time to place quality over quantity. Why waste money on unqualified leads in a blanket marketing campaign, when there are so many solutions available to help you narrow and improve you focus?
The right data solutions provider can help you uncover which market segments are most likely to become valuable customers, whether you choose them by geography, demographics or business type. They’ll help you target consumers and companies at every level, from a broad, nationwide sweep to a specific, detailed search. It’s the smartest way to harness the power of data, and increase your bottom line.
1) Using one source is no longer enough.
Getting data from as many wide-ranging sources as possible gives you the assurance that you’ll get the very best information available. By using all available resources, multi-source providers deliver more and better data that most other single-source services combined.
Multi-source providers compile their lists from real-time, comprehensive sources. They continually update their records, to ensure that their data – and your access – is ready, any time you need it. And best of all, multi-source providers give you access to industry-best data without the high cost of buying information from several different sources.
