The value of a robust customer data file cannot be overstated. The more you know, the easier it is to plan and execute campaigns using targeted mailing lists that deliver the right offer to the right type of customer at the right time – when they’re ready to buy.
What basic data points should you know? For business-to business (B2B) companies, you can start with demographic data like company type, location, size, annual sales and number of employees. Business-to-consumer (B2C) marketers will want to know things like residency, age, income, gender, interests and affiliations.
Both B2B and B2C companies can also make great use of customer transaction data: what they bought, how often, how much it cost and when they last purchased.
Our proprietary data analysis tool, American Speedy CustomerCLICK™, can lead to powerful insights based on your current customer data. This automated profiling tool helps you understand who your best customers are, so you can target your marketing efforts to others who share the same attributes . . . or correct misaligned mail campaigns.
For example, a massage school wanted a better understanding of their customer base (students). The school had been targeting high school seniors in enrollment campaigns and were dissatisfied with the results. A customer data analysis revealed the majority of their current student body was made up of women ages 30 to 40 and not recent high school grads in their late teens and early 20s to whom they’d been marketing.
Armed with this knowledge, the school revised their marketing messages accordingly, chose the proper channels and boosted their enrollment figures almost immediately.
TIP: Analyze your own data to get rid of your assumptions and find real answers to these key questions:
•Who are my best customers?
•What do they all have in common?
•What do they need or want that I can deliver?
•How can I best tell that story?
Want to learn more ways to put targeted mailings lists to work for you? Just let us know. American Speedy Printing mailing experts are here to help!
Joe is passionate about helping SMBs. He’s spent the last 25+ years building
the American Speedy Printing Marketing • Print • Mail brand – and sharing best practices and marketing trends with his customers. Through research, in-person visits and this blog, he hopes to engage with and empower local business owners and marketing professionals.