database

Clean Your Customer Database

It’s time to clean your customer database

By Heritage Printing / July 8, 2019

Imagine this scenario: You’ve spent countless hours creating a direct mail piece with a brilliant design and persuasive messaging. Real “knock ‘em dead” stuff! But when you send your mailing list to your printer, they inform you that there’s a problem: Your mailing list sucks. This happens more often than you may realize. When you…

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Testing – the Most Effective Tool for Database Marketing

By Robert Wendt / November 26, 2012

Testing is essential in every campaign, given that the business environment changes dynamically. Nothing should be taken for granted. Testing can be used not only for the estimation of short term response rates, but also to monitor the ROI of a campaign. Each marketing campaign should be tested on a smaller group of customers before…

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Three Key Ingredients to Effective Direct Mail

By Robert Wendt / May 21, 2012

To be effective, direct mail requires the careful combination of three key ingredients: the right audience, the right message, and strong, complementary creative. Unfortunately, many marketers get taken in by the glitz and glamour of creative design—the colors, folds, and converted envelopes—and forget just how crucial data and messaging are to coming out on top.…

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Why You Should Integrate Your Marketing Data?

By Robert Wendt / February 14, 2012

A good online marketing strategy has many different components. But the internet is a fast paced and ever-morphing place. Like Ferris Bueller said, it “moves pretty fast. If you don’t stop and look around once in a while, you could miss it.” So the tactics you use to carry out your marketing campaigns need to…

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Your Mailing Lists will Impact Customer Experience and Loyalty

By Robert Wendt / January 20, 2012

If you’re a direct mail and e-mail marketer, and you worry about the possibility of your sales declining along with the current economic contraction, the key to maintaining sales growth may lie in the existing customers in your direct marketing mailing lists. According to a recent article in Response Magazine entitled Overcoming Economic Struggles by…

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A Variable Data Printing Story – IFS

By Robert Wendt / May 5, 2011

IFS is a public company founded in 1983 that develops, supplies, and implements IFS Applications™, a component-based extended Enterprise Resource Planning (ERP) suite built on Service-Oriented Architecture (SOA) technology. And even if you don’t understand what IFS does, it’s easy to see that they are invested in working on direct mail pieces that work best for…

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Data Mining – An Important Tool for Any Company

By Robert Wendt / March 31, 2011

In order to produce a successful 1:1 printing campaign, all you have to have is a great database, right? Not quite. Producing a successful 1:1 print campaign starts with having a great database, but even once you have the data, you have to figure out what to do with it. Often, that means data mining.…

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What Are Your Duplicate Records Costing You?

By Robert Wendt / January 7, 2011

Making a small effort to clean-up your database now will pay-off in a big way later. If you look carefully at your customer database, you will most likely find a high number of duplicates. Creating duplicates is easy and often happens when a customer contacts or orders from you more than once. Enter the human…

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