Profit from your internal database! Follow these 4 key steps, and get started today.
1. Building Blocks
However you store your information, be sure it’s created and set up properly. Ideally, your internal database would be designed using tables. Table based databases allow for data to be easily stored, altered, and retrieved. Excel and Access are examples of a table based design.
Once you’ve got the design, it’s time to determine the specific fields to include, and information to store.
2. Detailed Information
A direct mail database requires contact and address blocks, but a comprehensive database should store much more. Details like purchasing history, age, gender, birthday, whether they currently use a hearing aid, and dates of their appointments are examples of useful information to track. Targeted marketing yields higher response rates, and the more information you have on each consumer, the better you can promote to them. Different offers, promotions, incentives, and messages appeal to different consumers, depending on where they are in the hearing aid purchasing process. Rather than sending a blanket promotion to your entire list, you can target different segments in your list to maximize sales.
Everyone has to be in sync with building and maintaining an internal database. If a name is spelled wrong, or addresses incomplete, your mail will be less successful – and potentially undeliverable. Variable data technology allows you to personalize your direct mail communications to each recipient but, if your mail is sent to Nancy NoName, what good is it?
Information changes, and databases age. Tools like National Change of Address (NCOA) When running your database through an NCOA, we match your records against the USPS database of address changes and update your mailing list with current information. Another way to verify addresses is to mail first class. This way, undeliverable mail is returned to you and you can update or remove inaccurate records from your list.
Your internal database is one of your most valuable assets. However, with unorganized and incomplete information, your database is useless. If you’ve got any questions about maintaining and growing a healthy internal database, or targeting this group with specific marketing pieces and promotions, contact us today! We’d be happy to help.