Don’t Ditch Your Data — Fix It!

Think you don’t own enough data to do personalized marketing? That might not be the case. Often marketers do own enough data, but that data is not centralized or is incomplete or inaccurate. If you fall into the latter category, the answer isn’t ditching your dreams of personalization. It’s fixing the problems in your data.

The first step is to figure out exactly where you are and what you need to do. This often involves contacting a data specialist who can analyze your data. While this sounds daunting, it’s really no different than taking your car to a repair shop. The mechanic hooks up the car to a machine that spits out a report telling you where the problems are. Data specialists do much the same thing.

One data specialist gives the example of a data profile it created for a Canadian retailer. The retailer had plenty of data and wanted to use it for 1:1 print marketing, so the data specialist ran a data audit. One of the most glaring challenges that immediately came to light was that the retailer had addresses for only 50% of its customers. It did, however, have phone numbers. The data specialist contacted a list house that maps phone numbers to names and addresses provided the retailer with the missing information.

In another example, the data specialist found that each one of the retailer’s stores was gathering customer data in isolation. Each retail customer might have two, three, even five different customer IDs, one for each store in which they shopped. Once again, telephone numbers came to the rescue. The data specialist used each shopper’s telephone number as a common point of contact to consolidate each shopper’s data from each store into a single marketing database.

Seemingly overwhelming problems often have simple solutions. A basic diagnostic test is often half the battle. So if you think your data needs a check-up, don’t panic. Let us coordinate the project so that you get just the solution you need.

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Friday, April 22nd, 2016 Going Postal: News You Need No Comments

3 Ways to Make More of Your Data

One of the biggest misconceptions about 1:1 (personalized) printing is that marketers don’t have enough of the data to create personalized, highly relevant campaigns. This might be true in some cases, but you might also be overlooking ways to do more with the data you already have.

Here are three ways to maximize the use of existing data:

  1. Revive existing customer relationships.

Find those customers that used to order frequently but who might have dropped off the map. Send them a note telling them you missed them. Ask them to fill out a survey (to find out why) and offer a coupon encouraging them to come back.

  1. Cross-sell and upsell.

While prospecting is an important part of marketing, your most profitable relationships are the customers who already buy from you. Take advantage of these relationships by proactively cross-selling and upselling relevant products of use to them. If you are an auto dealer and know a customer’s lease is about to expire on a Toyota Corolla, for example, send a personalized brochure appealing to all of the benefits of upgrading to a Toyota Camry.

  1. Start a loyalty program.

Ask existing customers to join a loyalty program. These programs encourage customers to maintain their relationship with you based on deals. Buy nine, get the tenth free. Earn discounts and free stuff based on shopping frequency or referrals. Sometimes loyalty program benefits are discounts and free merchandise, but especially for luxury items, exclusive access and insider information can be powerful incentives, too. If you are a local winery, ask tour visitors to sign up for a wine club. Offer insider “deals” like exclusive wine tastings and access to lectures from local celebrities.

Need help maximizing your existing customer data? We’ve got great ideas. Just ask!

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Thursday, April 14th, 2016 Going Postal: News You Need No Comments

Find Where Data Is Hiding

Think you don’t have enough data to drive personalized print marketing programs? To boost your targeting and personalization efforts, maybe you need to invest in data gathering or renting a third-party list. Or maybe — just maybe — you have more data than you think.

Let’s look at some of the many types of data that can get overlooked.

  • Transactional data. This includes both brick-and-mortar and from the online store.
  • Submissions through web contact forms.
  • Customer care (found in your CRM system)
  • Business reply cards. Too often, your BRCs are left at the fulfillment house and the valuable information that can be obtained from them is left unused.
  • SMS/cell phone marketing contacts. If you have a standalone system, get that information out of your text marketing solution and back into your CRM.
  • Responses to e-mail campaigns. Like text messaging, these data need to get back into your marketing database so what you learn through email contacts can be integrated into your direct mail and other channels, too.
  • Trade shows/events. Get those “card swipe” responses back into your system after post-show follow-up!
  • Customer and prospect surveys.

Aggregating the data from these disparate sources will give you a more well-rounded picture of your customers and target audience. This data can be cleaned up, de-duped, and filled in if necessary so that you can use it to create more relevant communications and drive sales.

If you need to help locating or integrating data from all of these disparate sources, give us a call. We can help!

 

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Tuesday, April 5th, 2016 Going Postal: News You Need No Comments

Get Your Timing Right!

How critical is the timing for direct mail campaigns? Hitting the right window can make the difference between recipients saying, “That’s me!” and the piece being rejected out of hand. Nowhere is this better illustrated than in this tale of two campaigns.

Here are the similarities between Company A and […] Continue Reading…

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Monday, March 21st, 2016 Going Postal: News You Need No Comments

Freshen Up! Give Your Mailing List a Makeover!

When was the last time you updated your customer or marketing database? One month? One year? Five years? Never?

Your marketing database is the list of contacts and everything you know about your current and prospective customers that enables you to create targeted and personalized marketing pieces. It might include […] Continue Reading…

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Thursday, March 17th, 2016 Going Postal: News You Need No Comments

Why Drip Marketing?

Want more sales? Use the power of print to fuel your drip marketing efforts.

Drip marketing is the use of a consistent, predictable set of marketing touches (postcards, email, newsletters) to nurture a relationship with a client or prospect over time. Drip marketing is different from follow-ups or multi-touch marketing […] Continue Reading…

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Thursday, March 10th, 2016 Going Postal: News You Need No Comments

Personalized Marketing: It’s Mainstream

From personalized coupons at the checkout counter to “just for you” recommendations at Amazon.com, personalized marketing is everywhere.

While some marketers are still deciding whether to take the plunge into this “new” form of marketing in print, fully personalized documents have been around for a long time. Back in 2010 […] Continue Reading…

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Wednesday, February 24th, 2016 Going Postal: News You Need No Comments

Super Shoes Rocks Personalized Content

Recently, we heard about a major retailer who rocked its print personalization, and we wanted to share its success with you. We hope you find it inspirational as you plan your print marketing for the upcoming year.

Super Shoes sells more than 200 shoe and apparel brands in 40+ stores […] Continue Reading…

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Wednesday, February 10th, 2016 Going Postal: News You Need No Comments

3 Reasons to Care About Customer Loyalty

When it comes to boosting revenues, many companies focus on acquiring new customers. In fact, according to Econsultancy’s “Cross-Channel Marketing Report 2014,” 44% of marketers are placing a greater focus on customer acquisition than customer retention. Only 18% are focusing more on customer retention. However, focusing on acquisition to […] Continue Reading…

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Wednesday, January 20th, 2016 Going Postal: News You Need No Comments

Can Postal Automation Save You Money?

You’ve heard the advertisements. “When we save money, YOU save money!” When the retailer gets a deal, they pass the savings along to you. The United States Post Office is no different. There are certain mailing sizes and formats that process through the USPS equipment more efficiently, so when […] Continue Reading…

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Sunday, January 10th, 2016 Going Postal: News You Need No Comments

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