AUDIENCE & MEDIA PLANNING 

Effective integration of list strategy with creative is critical to the performance of each acquisition campaign. Highly developed list segmentation strategies enable us to target prospective individuals who have a higher propensity to respond to more relevant messages. 

Selecting data sources for inclusion to a media plan involves the blending of many factors that include client input, targeted selection criteria, ability to support future programs, cost and data reliability factors.

We begin the process by asking the following questions: 

• Who are your best prospects? How do we uncover more of them?

• What are the goals for acquiring new customers/donors?

• What are the revenue goals for the different groups being mailed?

• What mail volume is required in order to meet the campaign goals?

• How many lists should be considered in order to meet the revenue and response goals?

• What is a feasible and attainable cost-to-acquire?

DATA ENHANCEMENT & APPENDING

Consumer data appending and enhancement shines a spotlight on the opportunities that marketers simply cannot afford to overlook. By getting the data you need through this process, you can:

• Turn marketing data into actionable knowledge

• Transform your house file into a comprehensive marketing resource

• Identify segments of your house file and create targeted messaging and outreach

• Define unique characteristics of your best and most profitable house file names

• Identify prospects most like your best contacts for new growth and expansion opportunities

EMAIL MARKETING

Our primary goal is for you to achieve measurable ROI — we offer all-inclusive email marketing services for you to acquire new customers and retain them. We provide you with in-depth knowledge, the ability to draw conclusions and optimize campaigns based on performance with: 

• Up-to-the-minute tracking and analytics, and in-depth custom reporting

• Match-back ability to compare the database of contacts in a recent email campaign to your internal database to identify a prospect who has acted after receiving your email

• Banner Display Ad and Facebook campaigns with your email deployment — reach your target audience across multiple channels where they’re engaged the most

• Postal file availability for additional outreach in addition to your email deployment

MODELING & ANALYTICS

Effective marketing starts with understanding your customers/donors. Our expertise provides marketers with insights that inspire confidence by:

• Creating in-depth profiles and actionable insights about your customers/donors that unlock your ability to maximize opportunities

• Developing data-driven marketing to generate lookalike, think alike and act alike prospects of your customers/donors which improve messaging, marketing effectiveness, retention and new acquisitions

• Modeling to build solutions that identify targets for cross-sells, suggest a customer’s next best product, improve customer/donor activation and retention, increase value

• Identify and create targeted audiences that can be served in different marketing channels to increase awareness, engagement and conversion, and help you grow your customer/donor base

MERGE/PURGE & DATA PROCESSING

When implementing a quality merge purge process, you save time and expense by ensuring file optimization. Direct mail campaigns can be complex — we manage different layers of resources which allows us to focus on all elements of a campaign.

• We utilize a state-of-the-art online merge/purge platform — you will obtain in-depth reporting which seamlessly integrates into your mail plan

• Process files as they are received through a stringent array of procedures to standardize, normalize, and validate the records, minimizing postage costs while maximizing deliverability and contributing to increasing response rates

• Maximize duplicate identification while minimizing false positives using advanced merge/purge logic, based on algorithms in a learning system which outperforms other systems

• Implement complex output file segmentation processing so that each mail file complies with all your objectives

The implementation of a marketing database program simplifies the decision-making process by providing a more holistic understanding of customers/donors, expires, and prospects. Easily onboard all data assets as well as promotional history; append business or consumer demographic data; add engagement email and web analytic data; and develop profiles and segmentation schemes.

LIST MANAGEMENT

Before you decide to make your list available to other users, we suggest you consider the following:

• Fully disclose to customers/donors you are exchanging and/or rent your mailing list

• Consider your policy from a customer’s/donor’s point of view and ask yourself if they would be opposed to receive a mailing from other groups

• Determine how many times per month/year you're willing to turn your file. Lean towards a conservative approach and limit the number of times your file is given out

• With careful monitoring of your exchange/rental partners, renewal rates and overall mailing cost, placing your file on the market can prove to be an integral part of your acquisition program strategy

People only have the capacity to give/purchase so much and so if your list is out there being rented or exchanged in excessive amounts per year, you’re potentially lowering your chance to build a loyal relationship with that donor or customer.