Databases for Marketers
Posted by Kevin on 09 Mar 2009 | Category: Hints & Tips
Your generic brochure, direct mail piece, e-newsletter or magazine ad campaign doesn’t work as well today. People are being bombarded with offers and choices. Campaigns will struggle to get a 1% response, most often it’s just 0.1% being one per thousand. Yes, good copywriting, design and a superb offer can make a big difference. But a response rate beyond 3% is extremely rare.
This is because most online as well as traditional advertising or mailing campaigns treat everyone the same. It’s been referred to as the ’spray and hope’ system. These [often expensive] campaigns are relevant only to a few…
The secret to high response marketing lies in your customer database – It tells us WHO we should communicate with, HOW we communicate, and with WHAT offer.
Data mining helps you find a subset of your customers that are most likely to react/respond to your marketing campaigns. By targeting ONLY those likely to respond, you achieve about the same response/sales at a fraction of the cost!
But the problem with databases is that they’re inevitably in a mess. Companies are lucky to have one that has accurate names and postal addresses, let alone other specific details like the customers email address, birth date, product or service preferences and most importantly, previous buying patterns.
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