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A database is more than a simple list of names and addresses. What makes a list in a database is the additional information, coupled with the ability to name from the list or with any combination of the elements.
In this report you will find some examples of the benefits of developing and maintaining a database. Then the specific information that the database, but more about that later.
BENEFITS of a database
By maintaining the list as a database, you can segment in many ways for targeting. Targeting improves the productivity of your offers. You can use a database to isolate the segment of the list most likely a response to a specific offer. With a good database, you can not "mass mailing" Your offer for part of the list that have no interest in it (on the basis of their characteristics). Since the number is smaller mailing you, your response rate (number responding / number via e-mail) - a measure of productivity - should be higher. (And, of course, you save printing and postage.)
Here are two simple examples of the use of database information:
1. You are the owner of a neighborhood beauty salon. For each customer, you keep a list (with date) of all the services you have for customers. Are you planning a special pre-summer promotion on continuous waves for the month of May.
Instead of mailing an announcement of the sale to your entire customer list (many of whom do not have the hair permed), select only those customers who use a constant for at least three months. In this way, you are responsible for customers who are most likely to if you take advantage of the impending sale.
2. You're the dinner chairman of a local organization, fund-raising. Your mailing list consists of a large number of contributions, from those who have donated, only a few dollars for those who have annual donations of thousands of dollars. For each contribution, you must keep a register of all previous donations and tasks he / she, it, in addition to the basic channels mailing information. This year, you are asking donations of $ 100 a plate for the annual dinner dance. To get the best response to your invitation, you first target contributions made at last year's dinner dance. Then you are on, not on the dance, but donated the more than 100 U.S. dollars last year.
Depending on the response you expect from these two groups, you may want to target the next name on the list who do not have the last dance, but contributed $ 50 last year. You want maybe a telephone follow-up to the first two groups, but the mailing only to the third group.
A properly set up database offers many advantages for your business or organization. But the benefits of a database depends entirely on what elements you into them.
WHAT in the database
Depending on the type of company or organization, you will be on different fields in your database. Later in this report you will see some examples of the fields that are appropriate in specific cases. For all companies or organizations, although some basic information is always necessary.
The inclusion of basic information in your database, make sure that the persons or companies on the list are available. That is, the programs you produce with your list, where you want them to go - into the hands of the person who is most likely a response to your offer.
1. Basic information for business audience when your audience consists of business, you must complete the following fields for each name on the list:
a. A unique account number.
This number should not be bound in any other information about the customer, for example, the phone number or address, since this kind of information can change over time. The account must never during the entire lifetime of the customer. A sequential numbering system is simple and effective.
b. Name of the company.
c. Street Address.
d. suite number is required
e. P.O. Box, if necessary.
f. City
g. State
h. Zip Code, five or nine digits.
i. Telephone (with area code).
j. Job title or name of contact person.
Some companies Mailer the names of the individual within the client business or organization. Others simply use the appropriate job title. The option you choose depends on the nature of your business and the amount of revenue associated with the position, is your contact.
2. Basic information for individual travelers (non-business) audience
If your audience consists of people who have the following data for each name on the list:
a. A unique account number.
b. Individual names.
c. Street Address or P.O. Box.
d. apartment number, is needed.
e. City.
f. State.
g. Zip Code, five or nine digits.
h. Phone (with area code).
The above basic information is necessary to ensure that the names on the mailing list are mailable. But how do you decide which names are more productive?
3. Data elements to evaluate - Last, Frequency and Monetary Value
Whether you're mailing to businesses or individuals, there are three factors - the last time, frequency and monetary policy value, which are often used to determine the value of a name.
a. Last: Last refers to the last time that the customer ordered or respond to an offer.
b. Frequency: Frequency is the number of orders or responses that the customer always has as a customer (or, during the last year or other specified period).
c. Monetary Value: The monetary value is the amount of money the customer has since become a customer (or, during the last year or other specified period).
How do these three factors determine the value of a customer (the probability that he / she is to return)?
* The more recently a customer has ordered from you, the greater the likelihood that he / she will be on your next job.
* The more often a customer of you, the probability that he will make your next offer.
* The more money a customer spends with you, the greater the likelihood that he / she will be on your next job.
All three factors - the last time, frequency, and monetary value - are considered good indicators of whether a customer is likely to offer a future. But they are not equal. The last is considered the best indicator, followed by the frequency and then a monetary value.
To use these valuable pieces of information, here are the specific fields that you need to access your database:
* For the last time: The date of the last transaction with the customer - the most recent date of the customer's order, purchase or donation.
* For the frequency: The dates of all previous transactions with the customer over a given period.
* For a monetary value: The size (in dollars) of all of the customers the previous purchases or other transactions. (It is also to maintain the dollar amount of the last customers to the monetary value as an indicator.)
In addition to evaluating the last time, frequency, and monetary value of your audience, you will probably find that there are many other important opportunities for the analysis of the names on your database.
4. More information for business audience
If your audience consists of business, there are additional descriptions, some specifically for your product or offer, which could be valuable to have.
Maybe you want to consider storing some of the following data for each of the names on the database:
a. Number of employees in the company / organization.
b. Type of company / organization.
The Government of the United States four-digit code, the Standard Industrial Classification (SIC) system is widely used to identify companies. For example, the 5211 through 5999-codes identify "dealers". Within this category, 5411 is the code for "shops", 5441, the number for "Candy, nut and confectionery craft shops." The SIC Manual is available through the Superintendent of Documents, U.S. Government Printing Office, Washington, DC 20,402th
c. Turnover band.
d. Credit Status
The credit status codes could be using on the basis of the customer payment history, or perhaps from a commercial credit report.
e. ordered from you.
With the data in this file, you can use programs for clients in order to reorder an item, or to provide free or objects.
f. Location.
Is it an office, subsidiary, branch, department, etc.?
If you are making an offer, for a decision by one at the headquarters of a company, you may not want to send it to the office (unless there are employees involved in the decision).
g. Source of the name.
This field is usually a code, in which the name. Assign a unique code for each referral program, publication advertisement, list, etc., used to make a new name. Assigning a source code for each new client allows you to change the effectiveness of the technique you use to collect customer or prospect names.
5. More information for individual audience
If your audience consists of individuals, you can collect information on the household unit, which are often the main shopping unit. Here are some suggestions for demographic information, which could be useful to you in the analysis of the names on your mailing list.
a. Household income.
b. Occupations of household members.
c. Number of persons in the household.
d. age of the members of the household.
e. sex of the members of the household.
f. Marital status of members of the household.
g. information on property that is the budget:
* Type of living quarters.
* The owners or tenants of housing.
* Number, make, model, etc. of each car.
* Number, make, model, etc. of each major unit.
h. Political affiliation.
i. hobbies and leisure activities.
Now you know the secrets of how a database can be your mailing list into a valuable asset for your business or organization. You understand what fundamental fields. And you have an overview of which additional fields can be added to the basic, which a list of mailable. Be sure to carefully analyze your needs and include information that would help you in mailing smarter. In the report, with the number 3504, we begin to explain how on the collection of names for your mailing list, starting with the customer.
In this report you will find some examples of the benefits of developing and maintaining a database. Then the specific information that the database, but more about that later.
BENEFITS of a database
By maintaining the list as a database, you can segment in many ways for targeting. Targeting improves the productivity of your offers. You can use a database to isolate the segment of the list most likely a response to a specific offer. With a good database, you can not "mass mailing" Your offer for part of the list that have no interest in it (on the basis of their characteristics). Since the number is smaller mailing you, your response rate (number responding / number via e-mail) - a measure of productivity - should be higher. (And, of course, you save printing and postage.)
Here are two simple examples of the use of database information:
1. You are the owner of a neighborhood beauty salon. For each customer, you keep a list (with date) of all the services you have for customers. Are you planning a special pre-summer promotion on continuous waves for the month of May.
Instead of mailing an announcement of the sale to your entire customer list (many of whom do not have the hair permed), select only those customers who use a constant for at least three months. In this way, you are responsible for customers who are most likely to if you take advantage of the impending sale.
2. You're the dinner chairman of a local organization, fund-raising. Your mailing list consists of a large number of contributions, from those who have donated, only a few dollars for those who have annual donations of thousands of dollars. For each contribution, you must keep a register of all previous donations and tasks he / she, it, in addition to the basic channels mailing information. This year, you are asking donations of $ 100 a plate for the annual dinner dance. To get the best response to your invitation, you first target contributions made at last year's dinner dance. Then you are on, not on the dance, but donated the more than 100 U.S. dollars last year.
Depending on the response you expect from these two groups, you may want to target the next name on the list who do not have the last dance, but contributed $ 50 last year. You want maybe a telephone follow-up to the first two groups, but the mailing only to the third group.
A properly set up database offers many advantages for your business or organization. But the benefits of a database depends entirely on what elements you into them.
WHAT in the database
Depending on the type of company or organization, you will be on different fields in your database. Later in this report you will see some examples of the fields that are appropriate in specific cases. For all companies or organizations, although some basic information is always necessary.
The inclusion of basic information in your database, make sure that the persons or companies on the list are available. That is, the programs you produce with your list, where you want them to go - into the hands of the person who is most likely a response to your offer.
1. Basic information for business audience when your audience consists of business, you must complete the following fields for each name on the list:
a. A unique account number.
This number should not be bound in any other information about the customer, for example, the phone number or address, since this kind of information can change over time. The account must never during the entire lifetime of the customer. A sequential numbering system is simple and effective.
b. Name of the company.
c. Street Address.
d. suite number is required
e. P.O. Box, if necessary.
f. City
g. State
h. Zip Code, five or nine digits.
i. Telephone (with area code).
j. Job title or name of contact person.
Some companies Mailer the names of the individual within the client business or organization. Others simply use the appropriate job title. The option you choose depends on the nature of your business and the amount of revenue associated with the position, is your contact.
2. Basic information for individual travelers (non-business) audience
If your audience consists of people who have the following data for each name on the list:
a. A unique account number.
b. Individual names.
c. Street Address or P.O. Box.
d. apartment number, is needed.
e. City.
f. State.
g. Zip Code, five or nine digits.
h. Phone (with area code).
The above basic information is necessary to ensure that the names on the mailing list are mailable. But how do you decide which names are more productive?
3. Data elements to evaluate - Last, Frequency and Monetary Value
Whether you're mailing to businesses or individuals, there are three factors - the last time, frequency and monetary policy value, which are often used to determine the value of a name.
a. Last: Last refers to the last time that the customer ordered or respond to an offer.
b. Frequency: Frequency is the number of orders or responses that the customer always has as a customer (or, during the last year or other specified period).
c. Monetary Value: The monetary value is the amount of money the customer has since become a customer (or, during the last year or other specified period).
How do these three factors determine the value of a customer (the probability that he / she is to return)?
* The more recently a customer has ordered from you, the greater the likelihood that he / she will be on your next job.
* The more often a customer of you, the probability that he will make your next offer.
* The more money a customer spends with you, the greater the likelihood that he / she will be on your next job.
All three factors - the last time, frequency, and monetary value - are considered good indicators of whether a customer is likely to offer a future. But they are not equal. The last is considered the best indicator, followed by the frequency and then a monetary value.
To use these valuable pieces of information, here are the specific fields that you need to access your database:
* For the last time: The date of the last transaction with the customer - the most recent date of the customer's order, purchase or donation.
* For the frequency: The dates of all previous transactions with the customer over a given period.
* For a monetary value: The size (in dollars) of all of the customers the previous purchases or other transactions. (It is also to maintain the dollar amount of the last customers to the monetary value as an indicator.)
In addition to evaluating the last time, frequency, and monetary value of your audience, you will probably find that there are many other important opportunities for the analysis of the names on your database.
4. More information for business audience
If your audience consists of business, there are additional descriptions, some specifically for your product or offer, which could be valuable to have.
Maybe you want to consider storing some of the following data for each of the names on the database:
a. Number of employees in the company / organization.
b. Type of company / organization.
The Government of the United States four-digit code, the Standard Industrial Classification (SIC) system is widely used to identify companies. For example, the 5211 through 5999-codes identify "dealers". Within this category, 5411 is the code for "shops", 5441, the number for "Candy, nut and confectionery craft shops." The SIC Manual is available through the Superintendent of Documents, U.S. Government Printing Office, Washington, DC 20,402th
c. Turnover band.
d. Credit Status
The credit status codes could be using on the basis of the customer payment history, or perhaps from a commercial credit report.
e. ordered from you.
With the data in this file, you can use programs for clients in order to reorder an item, or to provide free or objects.
f. Location.
Is it an office, subsidiary, branch, department, etc.?
If you are making an offer, for a decision by one at the headquarters of a company, you may not want to send it to the office (unless there are employees involved in the decision).
g. Source of the name.
This field is usually a code, in which the name. Assign a unique code for each referral program, publication advertisement, list, etc., used to make a new name. Assigning a source code for each new client allows you to change the effectiveness of the technique you use to collect customer or prospect names.
5. More information for individual audience
If your audience consists of individuals, you can collect information on the household unit, which are often the main shopping unit. Here are some suggestions for demographic information, which could be useful to you in the analysis of the names on your mailing list.
a. Household income.
b. Occupations of household members.
c. Number of persons in the household.
d. age of the members of the household.
e. sex of the members of the household.
f. Marital status of members of the household.
g. information on property that is the budget:
* Type of living quarters.
* The owners or tenants of housing.
* Number, make, model, etc. of each car.
* Number, make, model, etc. of each major unit.
h. Political affiliation.
i. hobbies and leisure activities.
Now you know the secrets of how a database can be your mailing list into a valuable asset for your business or organization. You understand what fundamental fields. And you have an overview of which additional fields can be added to the basic, which a list of mailable. Be sure to carefully analyze your needs and include information that would help you in mailing smarter. In the report, with the number 3504, we begin to explain how on the collection of names for your mailing list, starting with the customer.
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