January 19, 2012
Posted by Crystal Uppercue
The core of any marketing campaign is the data. Poor data leads to poor results; good data leads to improved response rates, which translates to a higher ROI, and ultimately, business growth through true lifetime value of your customers.
A recent article published in EU Services’ News & Insights newsletter describes the Customer Lifecycle and the importance of leveraging data throughout that process. Phase 1 is the Customer Acquisition Phase where you acquire high-value customers cost-effectively. Phase 2 is the Customer Development Phase that concentrates on converting and developing customers using knowledge. Phase 3 is focused on Customer Retention which uses all the accumulated knowledge to continually respond to customer needs, cross-sell, up sell or reacquire customers that have been lost to the competition.
The starting point is raw data which is continually enriched through a series of processes that leads to segmentation: grouping customers; grouping attributes and variables; and predicting response and future group memberships. The result of all of this analysis provides true targeted marketing that gets you in front of the right contact at the right time with the right solution or need.
Of course, the benefits are enormous to your organization. As mentioned initially, you generate better returns and business growth while achieving cost savings by reducing wasted marketing dollars. No matter what your industry may be, data-driven direct marketing should be at the top of your “to-do” list when you plan your next campaign.
For more information or reprints of the full article please email us at marketing@euservices.com.
Posted in Custom Data Solutions, Direct Mail Production
December 16, 2011
Posted by Crystal Uppercue
According to a recent survey conducted by Portada, the leading source on Latin marketing and media, the U.S. Hispanic Advertising Market is expected to grow by 5% in 2012. Even with the continuing economic recession, the Automotive, Insurance, Telecom and Political industries were targeted by survey respondents as the strongest Hispanic categories in the coming year. The 2012 presidential elections will factor into this growth.
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Posted in Cross Media, Custom Data Solutions
Tags: Hispanic consumers; Hispanic market; Latino market; direct mail marketing;
August 23, 2011
Posted by Crystal Uppercue
Rule 1. Talk to your reader as if he or she is an individual. Variable data printing (VDP) is today’s star in the old universe of keeping it “between you and me.
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Posted in Custom Data Solutions, Direct Mail Production
Tags: direct marketing rules, List broker, marketing offer, standard direct marketing practices, variable data printing
July 27, 2011
Posted by Crystal Uppercue
Census data and its marketing use are big news for marketers, with details being widely covered in articles, blogs, and webinars.
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Posted in Cross Media, Custom Data Solutions
Tags: census bureau statistics, data segmentation, integrated marketing communications
July 14, 2011
Posted by Crystal Uppercue
Ad Age magazine predicts that interactive marketing will soon be synonymous with marketing. This prediction comes in spite of a new Forrester research study that suggests chief marketing officers are way behind the cross-channel engagement curve. Forrester’s somewhat unsympathetic advice? Catch up. Continue to full post…
Posted in Cross Media, Custom Data Solutions
Tags: cross-channel marketing, integrated marketing communications, lead management system, marketing automation
July 12, 2011
Posted by EU Services
An article in Luxury Daily reports that 50% of the wealthy population – the top 10% of affluent U.S. individuals who comprise 35% of all U.S. income – don’t use social media at all. Individuals with a minimum net worth of $828,000 and an average net worth of $3.1 million are the people we’re talking about. Continue to full post…
Posted in Custom Data Solutions, Direct Mail Production
Tags: fundraising appeal, Social classes, targeted direct mail, targeted marketing
June 20, 2011
Posted by EU Services
We recently attended a webinar that focused on emerging print technologies dedicated to the full capabilities of variable data printing, including the application of variable imaging.
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Posted in Custom Data Solutions, Direct Mail Production
Tags: customized imagery, data-driven images, direct marketing campaign, direct marketing strategy
June 1, 2011
Posted by Crystal Uppercue
The economic recovery might not yet be in full swing, but one area projected to show increased activity in 2011 is direct marketing. Bernhart Associates’ Quarterly Digital and Direct Marketing Employment Report for the first quarter of 2011 brings some encouraging news for the industry. With hiring and mailing volumes expected to increase, the firm describes the results as “…the most positive quarterly improvement we’ve ever seen in the 11-year history of our quarterly survey.” As business activity rebounds, marketers must be ready to step up their game.
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Posted in Cross Media, Custom Data Solutions, Direct Mail Production
Tags: campaign measurements, cross media campaigns, direct marketing program, QR codes
May 9, 2011
Posted by Cindy Kilgore
Member and donor renewal time offers a chance to reinvent your direct mail efforts. Renewal mailings don’t have to be fancy. Sometimes a standard insert package in a window envelope and a second message sent via email will do the trick. But if your renewal rate is consistently falling or your program is suffering from package fatigue, now may be the time to test new options: personalized imaging or one-to-one messaging with color digital printing to name a few attention-grabbing ideas.
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Posted in Custom Data Solutions, Direct Mail Production
Tags: automated program, direct mail management, donor renewal program, membership renewal
April 27, 2011
Posted by Crystal Uppercue
The adoption of smart phones is exploding. As customers migrate from older devices to using what are essentially powerful, Internet-enabled hand-held computers, retailers face new marketing challenges. It turns out that camera phones, clever software, and high-speed data plans are turning customers into formidable comparison shoppers. How does this affect your future marketing plans?
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Posted in Custom Data Solutions
Tags: mobile marketing, multi-channel marketing, QR codes
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