Direct Mail: Finding Lift in Your Data
That's just one example of scrutinizing data to understand customer behavior and drive higher response rates. There are others. For example, transaction billers use some of these techniques and variable data printing (VDP) to add personalized marketing offers to transaction bills and statements that get higher response rates because customer data was used to inform the offers.
One company specializing in the non-profit market, Savannah, Ga.'s The Kennickel Group, did a deep dive into the data of The Citadel's donor database and used the insights gained and VDP to increase membership more in 60 days than it would normally increase in a year. And Fenske Media (see sidebar) has had great success with ZIP+4 socio-geodemographic data.
The common thread is taking what you already know and what you can learn by appending additional available data to that, and using the result to inform how you converse with your many customer constituencies. That will provide differentiation for your clients.
Pat McGrew, EDP, is the Data-driven Communication Evangelist at Kodak. She can be reached at Pat.McGrew@kodak.com Follow her on Twitter @PatMcGrew, and read her blog at http://patmcgrew.growyourbiz.kodak.com
Pat McGrew, M-EDP, CMP is the Director and Evangelist for the Production Workflow Service at InfoTrends. As an analyst and industry educator, McGrew works with InfoTrends customers and its clients to promote workflow effectiveness. She also has a background in data-driven customer communication, and production printing with offset, inkjet, and toner. Co-author of eight industry books, editor of "A Guide to the Electronic Document Body of Knowledge," and regular writer in the industry trade press, McGrew won the 2014 #GirlsWhoPrint Girlie Award for her dedication to education and communication in the industry, and the 2016 Brian Platte Lifetime Achievement Award from Xplor International. Find Pat on Twitter as @PatMcGrew and LinkedIn.