4 Ideas to Cut Costs Using your Marketing Database
In today’s world, it’s more important than ever to intelligently cut costs.
Too many times, cutting costs leads to harming revenue, service, or performance. However, your marketing database provides an ideal framework to cut costs while simultaneously maintaining, and in some cases even improving, direct marketing performance.

Use your Marketing Database to:

Effectively Suppress Existing Customers from Prospect Campaigns
Suppress prospects already in your marketing database during list creation. Remove external prospects by running a merge/purge of customers in your marketing database against your prospect lists.

Carefully manage the quantity of times you contact or “touch” your customers or prospects
Do not over-market to your best segments! This causes individuals
to become fatigued and increases overall marketing costs. Your marketing database enables you to reduce the quantity of marketing touches and apply deliberate contact strategies to lower costs, increase response, and decrease frustration.

Run ROI analysis on each and every campaign
Only by measuring and then adjusting subsequent campaigns can you best capitalize on the power of your marketing database, reducing costs and increasing efficiency.

Execute multi-channel campaigns
For instance, you might send a direct mail wave followed by a second direct mail wave a few weeks later, typically an expensive proposition. Instead, use your marketing database to send an email follow-up to individuals in the first direct mail wave, thereby reducing your costs. Get even more refined by updating the email results back into your marketing database and send a second email follow-up only to individuals who opened and acted on your first email.

These 4 simple examples only scratch the surface to the number of ways you can use your marketing database to cut costs. Spend some time thinking and planning and you will undoubtedly come up with some great ideas of your own!