DIRECT MARKETING
POWERING UP YOUR DATABASE
Stuart Sutherland from Direct Marketing specialists Nova Direct, explains how they build their mail and email databases and how they avoid irresponsible mailing Data Management “Our sophisticated marketing lists and data management systems ensure you only mail the correct individual by their title. This comes about by Nova Direct cleaning, sorting and refreshing customer databases, and then adding new prospect data with the same criteria. Through this energising process Nova Direct makes your promotions a more effective marketing tool. “All systems are managed by our knowledgeable, skilled staff, whose experience in interpreting the results can make an inspired difference.”
DATA PROFILING “Profiling your data is the first step in strategic marketing. It is important, as it identifies the characteristics of your actual customers, highlighting when and where to look to win new business. Understanding the market demographic will help in designing your marketing communications. “Using your cleansed database, Nova take a snapshot of your typical customers and identify
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the key demographics.”
“We are obliged to ensure that our customers are aware that in certain circumstances their databases are screened against the Mailing Preference Service register to ensure no law is broken relating to unsolicited direct mail.”
DATA CAPTURE “We capture data from forms, questionnaires or coupons to add into a database ready for processing or return to the customer. This data can also be used to identify prospective clients and improve engagement with your existing customers, personalising messages and communications using the medium that is most appealing to your your individual clients.”
DIRECT MARKETING LISTS “Nova Direct can generate and supply approved direct marketing data lists and mailing lists. We obtain fresh, quality, tailormade direct marketing mailing lists to ensure high response rates. “Lists can include numerous data fields, including Name, Business Title, Company Name, Address, Fax Number, Telephone Number and so on, plus industry, turnover, number of employees, postcode area, (Business Data) or income, hobbies and interests, household type, family demographics and postcode area and more (Consumer Data).”