Convert Your Mailing List into a Useful Customer Database

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.

Getting Started with Variable Data Print

When you’re just getting started, variable data printing can be a bit mysterious. However, understanding just a few basic points can make the whole picture clear.

Think of variable data printing as Microsoft® Word Mail Merge…on steroids. You may be familiar with this basic functionality of swapping out names and addresses within a letter, envelope, or other document, based on a separate data file. Now, add to this the ability to also swap out pictures, illustrations, color schemes, and large blocks of text and you've got variable data printing.

The Database – As the term variable data implies, you’ll need a database to start with. A database has the capability to store all the information you want to be “variable”.

• For pictures or illustrations only the proper file name needs to be referenced in the database.
• Remember, each datapoint – corresponding to a variable item – should only have ONE column. Do not combine similar data such as first and last name or the entire address (city, state and zip code) in one single column.
• Data can be in any standard database or spreadsheet format, although Microsoft® Excel is most common.

The Design – When designing your document, you’ll want to place the variable data correctly by clearly identifying the appropriate column headings in-between carrots:

The Structure – Short blocks of text and copy can be contained in the database. Complete paragraphs or larger text blocks should be provided as a separate PDF, .jpg or .eps. Pictures or illustration can be included by specifying the name of the file in the database, .

We’re always available to help our clients with additional advice and support, and your market and print service provider should be able to do the same.

Understanding these basics will get you on the road to begin transforming your static business and marketing collateral into dynamic documents that speak to the individual. Relevant communication is crucial in connecting and growing our relationships with prospects and clients.

5 Compelling Uses of QR Codes

Google Favorite Places – Google uses QR codes on displays at the many businesses and locations included in their “Favorite Places” program. When you scan one of these QR codes, you'll quickly be taken to that business' mobile Place Page on Google, where you can read or post reviews, find a coupon or “Star” the business to check it out later.

Trade Shows – At this year’s Dscoop convention, interlinkONE, a Massachusetts-based software company, creatively used QR codes to drive traffic to their booth. In addition to print items, the code appeared on floor decals, candy wrappers, and staff shirts.

Print Marketing – Our clients have been adding QR codes to direct mail and catalog pages, leading to landing pages or video product demos.

Bands – Columbia Records promotes the band, Passion Pit, using QR codes on a multitude of print items, including beer coasters. The bar-to-band link takes the viewer to video and audio of the band.

Retail – At Norma Kamali in New York, QR codes are used throughout the store. These codes link to further information, including videos with celebrities wearing the same clothing. This information follows the shopper, even after they’ve left the store.

Don’t miss out! QR codes give your mobile customers and prospects an easy way to connect with you from any printed item.