You know who your customers are and have selected the marketing channels you want to use for the next campaign. How do you make sure your advertisements reach your target audience? Poor quality and incomplete records can prevent your message from getting in front of your marketing list. Use clean and enhanced data to avoid marketing waste and low response rates.
Reach Your Audience with Clean Data
Your data list is key to the success of your marketing campaign. If you use good, clean data that’s been selected for your business, you can reach your target audience. But, if you don’t take the time to clean up your data, you can be wasting thousands of marketing dollars on targeting records with incorrect information.
Your marketing list is always evolving, so before every campaign, take time to clean up your data. Standard data hygiene includes NCOA and CASS processing which make sure your addresses are deliverable and up-to-date with the latest information the United States Postal Service has on hand. Data hygiene also includes removing profanity, incomplete records, and removing duplicate records. These steps ensure your data is fresh and prevents you from targeting the same household more than once.
Next, you need to run suppressions. If you are targeting new prospects, you don’t want to accidentally advertise to your current customer base, so you should suppress your customer data file and any unsubscribe lists you’ve captured. Depending on your business, you may also want to suppress nursing home, prison, and military addresses. Data suppressions remove the records you don’t want to target from the list, so you can focus on the prospects with the highest probability of making a purchase.
Reach Your Audience with Enhanced Data
With a clean data list in hand, it’s time to think about enhancing your data. Do you have all of the information you need to reach your audience? Do you have their name, postal, email, and phone number? If not, you can enhance the quality of your list by appending any missing information from a data supplier. Filling in the gaps gives you the ability to reach your target audience on all the platforms you have chosen for your marketing campaign.
Do you need additional information on your prospects? This might be demographic information such as net worth, home value, mobile device, kids in the home, etc. Data suppliers can append additional information to your data list, so you can create a more customized experience for your customers.
You can also append lifestyle and behavioral information such as loves hiking, dog owner, takes exotic vacations, etc. This information enables you to create relevant offers for your audience. You can segment out the households who have children in the home and highlight kid friendly products while using different products and images to target the households without children in the home.
Data enhancements include geographic information. You might append Zip Code+4 or carrier route information to help you create the most cost-effective mailing plan. Some businesses will append the nearest store location to a record. The recipient then receives a custom mail piece letting them know which 3 locations are closest to them.
If your message doesn’t reach your target audience, how will they know about your business or offer? When you clean and enhance your data, you are giving your campaign the best chance of succeeding.
At AMP, we love helping companies put their best foot forward, reach their top prospects, and grow their business. If you need help with your marketing list, give us a call.