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Helpful
Articles |
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Principles
of Direct-Marketing Success |
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whole purpose of direct-marketing is to get your message across to as
many potential customers as possible in order to sell your
product or service. There are many elements that go into a successful
campaign, such as the design of your advertising piece, proper timing,
the amount you have to spend in your marketing budget, and the list you’re
mailing. However, there are 5 critical factors that will help keep you
on the right track ... and all of them have to do with your database. |
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1. |
Database Structuring |
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Set up your
database so that you can capture key information about your prospects
and customers. If your target audience is Churches, it would be
important to know denomination, Sunday attendance, phone and fax
numbers, email address, and key staff names. It’s also helpful to have
information about specific ministries and miscellaneous characteristics
of the Church that you can target for a specific product or
direct-marketing approach. If your target audience is Consumers, you
need more than just their name, address and phone. Include in your
database email addresses, ages of adults and children, income,
occupation, denomination and position or area of responsibility in the
Church. It’s also important to have their product purchase information
and to maintain product purchase history, such as the date of last
purchase, dollar amount, specific items purchased, etc. |
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2. |
Database
Enhancement |
| Determine
what additional information would be beneficial in helping you market
your products. Work with vendors who have data and resources that you
can use to append and update the information in your files. Modify the
direct-mail coupon or response option you’re currently using to get
more feedback from your mailing. Include questions or "check
box" statements that will provide you with the additional
information you’re looking for. Your data can also be enhanced with
more direct surveys. |
| 3. |
Database
Maintenance |
| Establish
a plan to Zip+4, NCOA and ACS
your file on a regular basis. This will give you the lowest postage
rates on your mailings and maximize deliverability. Also, make certain
to run all phone numbers through area code updating prior to any
telemarketing campaigns. |
| 4. |
Database
Output |
| You
can also optimize your postage savings by presorting
and barcoding all mailings. Design your mail pieces to make use of
the lower rates for postcards and letter mail whenever possible. You can
save as much as $150 for every thousand pieces you mail, simply by
adjusting the size of your mailing piece. For example, sending LETTER
SIZE mail costs 22 cents per piece. The cost for sending a FLAT piece
(over 6.125" x 11.5") is $.30 cents per piece. |
| 5. |
Database
Marketing Analysis |
| By
placing tracking codes on all of your advertising and mailing pieces,
you can determine which sources of prospecting and promotion are the
most productive for you. And don't forget your website! Make sure
you allow a means for visitors to tell you how they found your site:
from a magazine ad, radio, card deck, flyer, search engine, referral,
etc. |
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