To
ensure you have the appropriate audience for your
campaign, you need to determine exactly who your
audience is—who will act on your campaign. To do
this, you need to examine your current customers.
You will want to identify any similarities they
may have by creating a profile analysis on the
individuals who currently purchase your products
or services. Do they tend to be male or female?
Make a certain income? What products or services
have they recently purchased? How often do they
purchase services or products? How do they make
purchases? After examining your current purchasers
and identifying similar characteristics, you are
ready to create a list for your marketing
campaign.
Depending on how you access your marketing
data, you may have the ability to simply create a
list right from your analysis or you may need to
create a query to pull a list from your marketing
database. No matter how you pull your list, you
will want to select individuals from your prospect
and client marketing data that have the
characteristics you identified in your analysis.
In addition, you may want to suppress individuals
who have recently purchased specific products or
services, and don't forget to exclude
individuals who have opted-out of the marketing
channel you will be using for your campaign. As
you learn more about your target market you may
identify business rules that you will want to add
to your marketing database solution. Adding
business rules makes your solution more robust and
even easier for you to pull targeted lists. The
following lists some items you may want to
consider as you evaluate your marketing database
solution to determine new business rules to
add.
- Pulling a list at the
residence, household or individual level
- Ability to
select specific geographic regions.
For example, zip codes within a 20, 50 and
100 mile radius, a group of cities or
states
- Accessing a list
of services, products or categories to quickly
select
- Adding criteria
selections to help reduce fatigue. For example,
you may want to exclude individuals who have
been part of a marketing campaign in the
last 30, 60 and/or 90 days
In
addition, there are a variety of other items you
may want to consider when pulling a list for your
marketing campaign.
- Creating a
control group
- Tracking
marketing touches so you know how often
an individual has received a marketing message
from your company
- Testing
specific criteria, creative or messages
- Adding
promotion codes to specific campaign pieces for
easy identification and analysis—clients versus
prospects or individuals from specific data
sources, etc.
- Suppressing
specific previous lists, segments or opt-out
lists
Since
each of these items can play a vital role in the
success of a marketing campaign, these topics will
each be addressed in future issues of the Dovetail
Newsletter.
The
bottom line is to fully utilize your marketing
database and all of the marketing data it
contains, while precisely defining and pulling
your lists—optimizing the success of your direct
marketing campaigns.
To learn
more about the foundations of a marketing database
solution,
visit our website at www.dovetailnet.com and watch for more
information next month on another
direct marketing topic!
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