Direct Marketing Advisor

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Solution Spotlight - Data Enrichment & Segmentation
It’s time to get smarter about direct marketing
Teri Dimon, Sr Editor, Melissa Data

In response to the recent announcement by the USPS to increase postage rates on non-competitive products an average of 1.741%, effective April 17, 2011, this issue of the Marketing Advisor hopes to shed a little light on the technologies marketers can integrate with direct mail, and other channels of marketing, in order to bring efficiency and improved ROI to your campaigns.

It’s not how much data you have, it’s what you have and how you use it!
Even the best-maintained data; corrected, updated, and scrubbed could remain incomplete, jeopardizing the full potential of your marketing initiatives. As a business marketer, you need to regularly append and update your contact database to enhance the accuracy and predictive power of that data.
Read More

Segmentation - It all comes down to latitude, longitude, and the right attitude
Teri Dimon, Sr Editor, Melissa Data

The goal of segmentation is to identify groups in which the customers are as much alike as possible—and greatly differentiated from customers in other segments. If the segmentation application is well designed, members of a segment have similar interests, attitudes and behaviors, and they will respond similarly to elements of the marketing mix such as pricing, promotion, and sales channel. All consumer markets contain many subgroups of customers and prospects who behave differently, and have different purchasing behaviors.

Segmentation enables you to craft individual marketing plans that hit the “hot buttons” of each consumer group.
Segmentation is the result of geocoding, adding the latitude/longitude coordinates to the addresses of your best customers, to your in-house list, or use as a reference prior to launching a marketing initiative.     Read more

What’s Wrong with Direct Mail Today? Plenty!
Mike Porter, President, Print/Mail Consultants

A lot of the direct marketing pieces that are generated today seem to be stuck in time, even though sophisticated software, printing technology, and data is now more available than ever, many marketers continue to rely upon decades-old methods to crank out the mail. Creating mail pieces that are personal, relevant, and are delivered as part of a multi-channel marketing strategy to the right audience can result in greater response rates and more revenue per customer than “spray and pray” could ever achieve.
Read More.

| Product Information, Free Trials & Demos
You can try any of these solutions for yourself, risk free. Read more about address enrichment solutions from Melissa Data and request or download a free trial of the GeoCoder Object, the WebSmart GeoCoder Service, or the MAILERS+4 postal automation software with GeoCoder add-on, request a free quote for services, or submit your file for the Data Quality Challenge and find out just what shape your contact database is in right now!

| White Paper of the Month
For direct marketers, geocoding is critical in targeting specific demographics and customizing push-marketing messages to a specific audience – based on the geographic location of potential customers. This White Paper explores the opportunities available through geocoding, and of course, the benefits.
Read More

| LookUp of the Month
ZIP Code Demographics
Discover the most viable zones to target for the greatest response to your sales and marketing initiatives. This lookup gives you Census demographic information related to any 5-digit ZIP Code in the U.S. to give you a better feel for the consumers in this location. ZIP Code Demographics returns: 
  • Population – Urban & Rural
  • Population by Race & Sex by Age
  • Households - Population & Families
Melissa Data Lookups—A Top 10 Search Engine 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."

| List of the Month:
New Movers

Here’s a prime target for your products and services, New Movers. Whether they’re renters or new homeowners, this group spends more money on home-related purchases within the first three months of living in their new household than most people do in three to five years. Our files are updated weekly, scrubbed and CASS verified to ensure 100% deliverability. Get counts, order, and download a list in minutes!
| Download of the Month:
Archived Articles from Favorite Author Mike Porter

Find articles on a lot of different industry topics. You can even sign up for one of his newsletters here!
  "What really decides consumers to buy or not to buy is the content of your advertising, not its form."

-David Ogilvy

David MacKenzie Ogilvy (June 23, 1911–July 21, 1999), was a notable advertising executive. He has often been called "The Father of Advertising." In 1962, Time called him "the most sought-after wizard in today's advertising industry." He was known for a career of expanding the bounds of both creativity and morality in advertising.  

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.   |    1-800-MELISSA (635.4772)    |



February 2011

In this Issue:
Solution Spotlight
White Paper of the Month
Lookup of the Month
List of the Month
Download of the Month
Words of Wisdom

GeoCoder enhanced to cover 95% of all address points in the U.S.



Melissa Data will be exhibiting this spring at:

Enterprise DataWorld Apr 3-7 - Chicago

Collaborate11 Apr 10-14 - Orlando

ad-tech Apr 12-13 – San Francisco

National Postal Forum May 1-4 - San Diego
Resource Center
Your direct link to product collaterals and support, white papers, case studies, industry news, and articles on data quality, direct marketing, and direct mail.
Free Trials & Demos

Data Quality Suite
In the News / Events
The latest news from the USPS, Canada Post and Global Agencies

Business is picking up for global mail, according to new UPU research. That’s good news for U.S. organizations looking to expand business opportunities beyond our continental boundaries. And, Melissa Data can help you get your mail delivered quickly and efficiently to over 240 countries and territories with accurate addresses formatted to the postal standards of each country with our Global Address Verification Solution


This newsletter will remain online in our web site press room for 30 days. You will always be able to read these, and all previous newsletter articles, in the Advisor Article Library.

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