Print Page

Principles of Direct-Marketing Success

October 8, 2010

The 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.

  1. Database Structuring
    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.
  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.
« Back to Articles

Upcoming Publications Schedule

View All

Start Here!

Start Here!

Have questions? We’re happy to help. Contact us today for pricing and other information specific to your project.