I see a lot of data on a daily, weekly, and monthly basis. Its become very clear that many companies have a mailing list but only some have a useful marketing database. Now, I realize there are instances where we are only supplied with a portion of information a company may have. However, given the amount of data that is turned over to us and the clean up that regularly needs to be performed, I do believe I see an accurate sample.
It has become clear that companies with a true marketing database always produce a more relevant communication piece than companies who simply haphazardly gather tidbits of data. In the end, some companies market, the rest just mail.
Put yourself in your recipients shoes... would you rather receive a direct mail piece that speaks to you, containing information, offers, promotions, and products or services you like (or even love)? Or a generic one-size-fits-all message geared at the heard? Today, widely available tools make collecting, maintaining and efficiently utilizing customer data painless and cost effective for any size business. Crafting a straight forward marketing message targeting customers reaps huge pay-offs.
It is our experience, based on tracking metrics and analyzation, that direct mail campaigns from companies who spend the extra effort to maintain a database outperforms those who do not.
If you don't currently maintain a customer database there is good news, is its never too late to start! Start by thinking about your clients or customers. You want to be able to identify your relationship with them
Customer Database Basics
Questions to help you create and maintain a useful customer database to maximize marketing communication and improve direct mail response rates.
Start by thinking about your clients or customers. You want to be able to identify your relationship with each of them. Use the following questions to begin brainstorming what pieces of data you may want to include in your customer database.
- Who is your customer?
- Why do this customer do business with you?
- What types of products or services does this customer buy from you? Why?
- What vertical market is this customer in?
- What markets does this customer service?
- What type of customer are they? High profit or high volume? Are they quick pay?
These are just a few data points which most businesses can easily identify and collect, converting a simple mailing list into a powerful marketing communication tool. You can now identify and segment your customers into groups and create messages that speak to the most important or relevant issue for them.