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?
Marketing Segmentation
October 23, 2008 by Joe Samuel · Leave a Comment
Segmentation in business; is the method of dividing business into correlated groups that enhances the business view. For structural growth in business, segmentation is an imperative and effective means to achieve the end result. With emerging smaller franchises the need to find ‘that subtle’ difference to bring forth the marketing edge is very important.
Opportunities in marketing increase when segmented groups of clients and customers with varying needs and wants are recognized. Markets can be segmented or targeted using a variety of factor. The bases for segmenting consumer markets include:
- Demographical bases (age, family, gender, occupation, ethnicity)
- Geographical bases (cities, states, regions, countries)
- Behavior bases (product knowledge, usage, attitudes, responses)
- Psychographic bases (lifestyle, values, personality)
A business must analyze the needs and wants of different market segments before determining their own niche. To be effective in market segmentation, keep the following things in mind:
- Segments or target markets should be accessible to the business
- Each segmented group must be large enough to provide a solid customer base.
- Each segmented group requires a separate marketing plan.
Large companies segment their markets by conducting extensive market research projects. This research is often too expensive for small businesses to invest in, but there are alternative ways for a small business to segment their markets.
If you are looking for targeting mailing list and customer segmentation and profiling, please, contact us and our marketing experts will be able to assist you.
