Right offer, right audience, right time—those have been marketing’s three tent poles since most of us can remember. But in an age of ever-accumulating data, consumers have come to expect a much more refined and personalized relevance from the advertising they receive, both online and offline.Continue Reading »
When businesses first started employing email marketing, it was common to use the old spray-and-pray approach: buy targeted lists, send out mass email blasts and hope for a modest response that would produce a few qualified leads. And why not? It only made sense to cast as wide a net with your email marketing as possible, right?Continue Reading »
Of the contacts in your database, how many do you think you have inaccurate information for? If your guess is anywhere near 32%, you’re right on target for the average American company. You might not think that having inaccurate or out-of-date data for 32% of your contacts is that big of a deal, but that defunct data can translate into 23% of your revenue lost – not to mention the loss of potential revenue.Continue Reading »
96% of consumers acknowledge having received mistargeted promotional information and 94% have taken steps to break their relationship with the brand or service, including automatically deleting emails (68%) and unsubscribing from lists (54%).Continue Reading »
Editor’s Note: This blog post was originally published in April, 2016 and has been updated with fresh content.
When it comes to a successful email list strategy, marketers are increasingly recognizing that while quantity is good, quality is even better. More than two-thirds of marketing professionals said that growing and maintaining email lists are critical to the success of their strategy, deeming them top challenges for their marketing programs. But a high-quality list isn’t something that happens overnight.Continue Reading »
Data changes are moving at the speed of light, requiring constant care and maintenance to ensure it remains in good standing. Is your database up to the task?
In 30 minutes from now, 120 business addresses will change, 75 phone numbers will be reassigned, and 30 new businesses will begin to take shape. (Source: D&B The Sales and Marketing Institute.)Continue Reading »
Your customer database has the potential to be marketing gold. But first you need to implement marketing programs that leverage the insights your customer data provides. Below are eight tried-and-true direct mail programs you should be sending that do just that.
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You know who they are. They buy more. They click through more. They’re your best customers. But how much do you really know about your best customers? And wouldn’t it be great if you could find prospects that look just like them?
Data profiling (like Streamworks’ Stream Profile tool) can provide valuable insights about your best customers and identify attributes that you can target for your customer acquisition efforts.Continue Reading »
Unless they’re regaling you with the details of their recent gall bladder surgery, there is no such thing as “too much information” when it comes to your customers. The more you know about your customers, the more effectively you can segment your data and tailor your offers and messages, which we all know is a formula for marketing success.
The trick is that marketing databases are not a perfect, out-of-the-box product; they’re dynamic and evolving. How do you go about filling in the missing pieces of information? That’s where data appending comes into play. Data appending is a cost-effective way to learn more about your customers and possibly identify new prospects to market to.Continue Reading »