Database Management - Increasing the effectiveness of VDP
November 18, 2008 by OneIMS · Leave a Comment
A long-held truth amongst marketing professionals is that an accurate, clean, well-populated database of client info is key to connecting with your customers. This is especially true when it comes to utilizing variable data printing and personalized URL marketing. If you are looking at VDP and PURL you already know that every customer is different and you want to find a way to tailor your sales pitch as much as you can (we have explored in previous posts just how beneficial this area of marketing is). Database management will greatly increase the effectiveness of your project.
There are many creative ways to get customers to provide you with information - questionnaires combined with discount programs being the most obvious. But just as important as getting the data in the first place is keeping it clean, well-organized and understood. There are a myriad of behemoth databases out there (some belonging to top Fortune 500 companies) that sit semi-dormant because they are badly organized and the companies do not know how to mine the information. That results in sloppy marketing projects that don’t connect to the customer base in any sort of personal way.
Some keys to keeping your database well managed are:
- l dealing with data duplication (making sure the same information is not recurring in multiple places)
- l data formatting (good data is regularly lost in a database when it is not formatted correctly)
- l data accuracy (there are many publicly accessible databases - run by the postal service, among others - that can be used to keep the customer data you maintain fresh and correct)
There are other steps you can take to ensure the integrity of your data. Here at OneIMS we are able to provide you with an impressive stable of services. We believe that your marketing budget will be far better spent when your database is accurate, clean and well-populated.
For more information please go to www.oneimsdatagroup.com or www.oneims.com
Undeliverable-as-Addressed (UAA) - The New USPS Postal Regulation – Effective November 23rd.
November 17, 2008 by OneIMS · Leave a Comment
Starting November 23, 2008 all mailing addresses must be updated every 95 days to meet the new USPS regulations. All mail pieces are included in this regulation, not just automation rate and pre-sorted rate mail.
Link to New Regulation: http://www.usps.com/mailpro/2008/mayjune/page5.htm
ARE YOU PREPARED FOR THE NEW USPS POSTAL REGULATION?
Online Marketing 101: Create a Strong Call to Action
November 16, 2008 by OneIMS · Leave a Comment
What Is A Call to Action?
A call to action is simply a strategic communication in your marketing materials telling your customer what to do next. So many marketers create persuasive and alluring marketing materials, but forget to give interested parties a concrete method to move forward and make a purchase. Your call to action is the most important part of any marketing communication because it gives your customers the information they need to take advantage of your services.
Imagine The Questions and Provide Answers.
The best way to write a simple and effective call to action is to put yourself in the shoes of your customers. What questions will they have after hearing about your products and services? Here are some general questions that should be answered in any call to action:
- How do I contact this business? Can I contact them by telephone, email, fax, or through their website?
- Why should I choose this company? Will they save me money? Will they do the job better than the competition?
- Is there a deadline for me to contact this company so that I won’t miss out on any promotions or discounts?
With a strong call to action, your customers will not have to wonder how best to proceed if they want to take advantage of your services. A call to action translates directly into sales and satisfied business partnerships as potential customers effortlessly receive the information they need to contact you.
