In what format does the marketing data come in?
Via email or on disk it comes in an Excel CSV format, which means you can pull the data into any software package you are using to create personalised letters and flyers etc.
What information do you need to provide a count?
Target age range and postcode areas (to the first digit of the sector, ie. BH24 1), plus a household income level if appropriate.
How quickly can I get the data?
Via email within 48 hours. On disk or labels 3-5 working days.
Where does the data come from?
It comes from the largest UK consumer database. It is put together by individuals completing product registration questionnaires and door-to-door surveys asking them about their homes, families and shopping habits. All individuals on the database have opted in to being on a database of this type.
How often is the database updated?
The database is constantly updated being screened against the Post Office Address File, Mailing Preference Service (MPS), Deceased Registers, the Electoral Role and by the removal of ‘gone aways’ to name just a few.
What guarantees can you give on the database?
The industry standard for returns is 5%, but our database typically only hits 2-3%, which is a very high standard.
The Do’s and Don’ts of Targeted Mailings
Do’s
- Be very clear of your objectives
- Use the AIDA (Attention, Interest, Desire, Action) formula in your letter writing
- Open and finish the letter with the main message
- Be clear who you are talking to
- Be clear of what you want to say
- Ensure that you monitor the source of enquiry eg. entry or exit survey
- Give a reason to respond, create a dialogue
Don’ts
- Ignore past campaign results
- Reveal everything in your mailing
- Forget to measure response rates
- Be unrealistic regarding response rates
- Forget to integrate your customer database for correct targeting
- Forget to make it simple to respond