Direct Marketing Advisor
Happy New Year! Thank you for being such
a loyal reader of the Melissa Data Advisors.
We appreciate you, and hope you have been
able to benefit from some of the articles
you’ve read in our past issues. Don’t forget
that we’ve got them all archived on our
website in the Resource Center.
How can we help you this year? As
Melissa Data enters its 26th year in an
ever-evolving industry, our goal remains the
same- Help mailers, marketers, and database
managers succeed and profit from solutions
that make your job easier, your
communications more effective, and your
expenses minimal.
We have combined the List Advisor and
Marketing Advisor and will distribute this
new format once a month. Hopefully, that
will help free up a little more space in
your inbox and you’ll find more time to read
the articles featured in each issue. And, of
course, we always appreciate your input, so
please don’t hesitate to send us an email
with suggestions or comments on our content.
| Solution Spotlight
Contact Data Accuracy for Marketing ROI
Every direct mail marketing guru has told
you the most important element of a
successful direct mail campaign is the list!
OK, they’re right. But even the most
targeted, focused, conscientiously selected
list won’t reach your ideal audience if the
addresses aren’t accurate!
Read More
| Case Study of the Month
City of Tempe, AZ - Address Object
To communicate with its
constituency, Tempe, Arizona’s
seventh largest city with a population of
160,000 people, sends thousands of
pieces of mail each week. Read More
“The Address Object toolkit
has played a vital role in scrubbing
address data as it comes in – creating
consistent addresses
for logical integrity within the data
warehouse.”
- Keith Stepp - Business Analyst with the City of Tempe
| Download of the Month
Seven Fast-Start Marketing Strategies You Can't Afford to Ignore in 2011
By Favorite Author Bob Martel
Most smaller businesses can't afford the
image-building and branding budgets that
Fortune 2000 companies flaunt. You need
every marketing dollar to work hard and turn
in an impressive ROI. How you set goals for
these six areas, and the sales/marketing
steps you take to accomplish them are going
to determine your success in 2011. Read
More
| List of the Month
Saturation Mailing List
A Saturation List, also known as an
“Occupant/Residence,” or “Walk Sequence”
list, is for mailings with targeted offers
aimed at the true customer base of a
business to reach your target market area.
You also benefit from the most substantial
postage discounts available.
Read
More
How To Own Your Local Consumer Market With Saturation Mailings
By Bob Martel, president, JMB Marketing Group
What is old is indeed new again, especially
for small businesses trying to expand in
their local market. Long before CRM became
the acronym for customer relationship
management, it had a different meaning:
carrier route marketing, which also
describes what is more commonly known as
“saturation mailing.”
Read Bob’s article here!
| LookUp of the Month
Address Check
Did you get any of your holiday mail
returned? Would you like to clean up records
in your file for more successful mailings in
2011? This indispensible lookup will become
a desktop favorite for immediately verifying
the accuracy of a U.S. address - one at a
time, or in batch!
Read
More
Melissa Data Lookups—A Top 10 Search Engine
Entrepreneur.com identified the Melissa Data
Lookups site as one of the top “specialized
search sites that will help you find the
business information you need—fast. There
are so many free search options it may
become a favorite on your bookmarks."
Ten (Small Business) Marketing Commandments
“We’re into the New Year and I strongly
suspect some small business owners are still
in the wilderness with their marketing
plans. If you’re one, and find yourself
without manna and direction, don’t despair.
Follow these commandments and you’re well on
your way to the Promised Land.”
Read More
1. Thou Shalt Know Thy IDEAL Customer
2. Thou Shalt Follow the Ninety Day Rule
3. Thou Shalt Not Cut Marketing Spending
During Slow Times
4. Thou Shalt Step Out Of Thy Comfort Zone
5. Thou Shalt Become a Purple Cow
6. Thou Shalt Not Be a Quitter
7. Thou Shalt Listen To Thy Customers
8. Thou Shalt Thank Thy Customer-Often
9. Thou Shalt Feed Thy Prospecting Funnel
10. Thou Shalt Keep Thy Marketing Time Holy
"Our marketing effectiveness leads to our
sales effectiveness, which leads to our
service effectiveness. Data quality is key
to the success of that. If you don't have
quality data, that whole chain breaks down."
-Chuck Scoggins, Hilton Hotels
About Melissa Data Corp.
Melissa Data
is a total solutions provider of direct
mail, marketing and data quality tools.
Melissa Data helps companies acquire and
retain customers, validate and enhance
contact data, improve marketing ROI, and
save money on postage and mail processing.
Since 1985, Melissa Data has helped
companies like the FBI, Northrop Grumman,
AAA, Safeway, and the Atlanta Braves improve
customer communications.
www.MelissaData.com |
1-800-MELISSA (635.4772)
|
editor@melissadata.com
|
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January 2011
In this Issue:
Solution Spotlight
Case Study of the Month
Download of the Month
List of the Month
LookUp of the Month
Words of Wisdom
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