Successful direct marketing regardless of the channel relies on data. The better the data, the more chance for success. When targeting a particular demographic of people and/or person, the key is focusing every bit of attention on the person you are trying to market to, finding out what they will respond best to and why. Whether distributing postal mail, telemarketing, or email marketing, for direct marketing to work effectively it is imperative that quality data, about the end consumer, is used.
Compiling the data is one thing, using it and maintaining its usefulness is another. Check out our list of key data points to consider below. If you want a little more information or to pick our brains about anything data related, just give us a call.
Database analysis and management
Database analysis extends across a wide range of skills from basic analysis to understand who your customers are and what they buy, to more complex statistical analysis. Generally, the aim is to understand and predict customers’ needs and behaviours so you are able to target marketing more effectively and provide better products. Proper data handling and management are crucial to the success and reproducibility of a database. The data collection, handling, and management plan play an important role in any project. The plan provides a guide documenting the flow of data through the sequential phases of collection, storage, cleaning, reduction, analysis, and finally to archiving. The plan, however, can evolve as more is learned about the data, and as new avenues of data exploration is revealed.
Gone away response analysis
Data is a dynamic and often changing, so it’s important to keep your database up-to-date. Data cleaning or data scrubbing, consists of maintaining a clean customer database by getting rid of ‘dirty data’. Many databases tend to build up inaccuracies and duplications over time. This can occur because people will move, change jobs, acquire new email addresses and/or phone numbers. Additionally, there may be a duplication of records sometimes caused by mistaken data entry, but also because customers have changed and duplicate records have been created. It is reported by Dobney that in a typical business to business database 20-25% of data will be out of date after a year down to people changing jobs alone.
Segmentation and selection
The selection of target markets is the second major phase of the STP process, or segmentation, targeting and positioning! Market segmentation refers then to the process of defining and breaking down a wide market into clearly identifiable and comparable groups of consumers with similar characteristics, wants, and needs. The basis for segmentation is a factor that varies among the groups of a certain market but is consistent within each group. The identified segments are profiled and each one must be evaluated before choosing a target market and how to appeal to them.
We offer a bureau service to ensure your database is working correctly. This can deliver better ROI and find out more about where your customers are and how they would like to be contacted. In turn, this would reduce costs as it would mean you are only mailing those who want to hear from you.
Order analysis involves studying what people buy from you or other companies. With this data gathered it allows you to decipher what to send consumers. If a customer regularly using your services/ buys your products it is important to reward them for their custom. By storing data about order history you can direct certain emails to certain audiences. This makes the brand seem more personally invested within their customers and builds brand reputation.
It is imperative that an up-to-date and well maintained database is used for any direct marketing campaign, in fact it’s extremely ineffective to attempt a direct marketing campaign without relevant consumer information. Data has revolutionised the way companies market. It can solve problems, improve the consumer experience, boost profit margins, cut down costs and can even provide insight to the smallest of business to consumer interactions. Direct marketing campaigns can be built around a contextual picture of the consumer. With over 80 years collective experience in direct marketing, please let us know if we can help you with any of your direct marketing queries!