AccuData Integrated Marketing http://www.accudata.com An Integrated Marketing Data Solutions Company Thu, 02 Jul 2015 13:52:19 +0000 en-US hourly 1 Webinar: Drive Traffic with Integrated Auto Campaigns http://www.accudata.com/webinar-drive-traffic-with-integrated-auto-campaigns/ http://www.accudata.com/webinar-drive-traffic-with-integrated-auto-campaigns/#comments Wed, 01 Jul 2015 19:39:02 +0000 http://www.accudata.com/?p=1511 Today’s technology-savvy consumers are doing the vast majority of their automotive research and comparison shopping online. Incorporating email and other digital channels into traditional marketing allows content to be delivered directly into the hands of these always online, prospective buyers. Join AccuData’s Marc Scott, VP of Business Development as he explores how you can expand your […]

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Today’s technology-savvy consumers are doing the vast majority of their automotive research and comparison shopping online. Incorporating email and other digital channels into traditional marketing allows content to be delivered directly into the hands of these always online, prospective buyers.

Join AccuData’s Marc Scott, VP of Business Development as he explores how you can expand your advertising offerings to:

  • Attract qualified prospective buyers for your clients
  • Integrate digital marketing with traditional print auto campaigns
  • Engage more buyers with mobile responsive emails using well-placed links and informative landing pages
  • Target the right audience using vehicle characteristics, purchase data, and condition-based values

Watch the Webinar!

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Webinar: Propel Your Prospecting! http://www.accudata.com/webinar-propel-your-prospecting/ http://www.accudata.com/webinar-propel-your-prospecting/#comments Mon, 29 Jun 2015 16:04:14 +0000 http://www.accudata.com/?p=1465 Power up your prospecting and improve campaign performance with multi-sourced lists! We’ll tackle one of your biggest challenges, list fatigue, and show you how you can destroy this villain once and for all. Join AccuData’s own data heroes, Nate Petel, Robin Lee, and Alice Peck, as they host a power-packed webinar on how multi-source solutions are […]

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Power up your prospecting and improve campaign performance with multi-sourced lists! We’ll tackle one of your biggest challenges, list fatigue, and show you how you can destroy this villain once and for all.

Join AccuData’s own data heroes, Nate Petel, Robin Lee, and Alice Peck, as they host a power-packed webinar on how multi-source solutions are driving campaigns for various industries. Learn how to…

  • Target a significantly larger universe for direct mail campaigns
  • Generate more revenue with a broader prospect base
  • Work the waterfall process to your maximum advantage
  • Drive campaigns for various industries, including the senior market

Watch Propel Your Prospecting!

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Senior Marketing: 5 Tips for Becoming a Senior-Friendly Marketer http://www.accudata.com/5-tips-for-senior-marketing/ http://www.accudata.com/5-tips-for-senior-marketing/#comments Mon, 15 Jun 2015 22:48:17 +0000 http://www.accudata.com/?p=1442 Sixty-five doesn’t look as old as I thought it would, but perhaps that’s because I’m getting older! When I look at my dad, his hair is a little more on the salty side of salt and pepper and the wrinkles in his sun-warmed skin have grown a bit deeper, but that’s just on the surface. […]

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Sixty-five doesn’t look as old as I thought it would, but perhaps that’s because I’m getting older!

When I look at my dad, his hair is a little more on the salty side of salt and pepper and the wrinkles in his sun-warmed skin have grown a bit deeper, but that’s just on the surface. He rides his Harley regularly. Does all of his own landscaping. Walks most every afternoon, and on Sunday, loves a good game of golf. An avid reader and history buff, the internet gives him plentiful entertainment when rain keeps him indoors.

To dad, 65 looks a little different — something akin to vultures hovering overhead. Yes, he is getting older, but he would tell you that “being a senior” is a state of mind, not something he wants to be called by complete strangers!

Case in point: while many businesses perform senior marketing, that does not mean they are senior-friendly. Senior-friendly businesses take the steps to develop relationships and gain trust with the members of the community they serve; they are considerate and compassionate toward the needs of their mature audience. To become a senior-friendly marketer, give the following tips a try:

1. Market to the person, not the age.
Your communication needs to add value for the recipient, but above all, it needs to be relevant. Segment your messaging to meet the needs and interests of the audience — and remember that not everyone considered a senior will think or act alike. Understanding generational cohorts (like Boomers, the Silent Generation, and GIs) is an excellent way to create one-to-one communications that speak directly to the recipient. A tool like SourcePlus, AccuData’s proprietary list selection platform, leverages multiple sources of data to identify unique consumers that meet your desired geographic and demographic criteria. In addition to offering an average of 20% lift over single source lists, SourcePlus has excellent coverage of date of birth data and income, both of which are valuable assets for segmentation initiatives.

2. Be clear, be honest.
All communications should be written using language that is simple and straightforward; avoid using complex, industry-specific jargon and focus instead on clearly outlining the offer, benefits, call to action, and terms/conditions. Also highlight personalized, face-to-face services that are available — Epsilon noted in a recent channel preference study that up to 80% of consumers age 66 and older prefer to pay in person or mail in a check.

3. Use thoughtful designs.
High contrast colors and a larger font size (preferably 12 or 14-point font in a sans-serif type style) make your message easier for aging eyes to read. Whitespace can be particularly beneficial when used to draw attention to important content. And when it comes to imagery, consider using pictures of individuals that are about 10 years younger than your desired audience. Variable print should be considered as well, as the images used can be changed based on the gender of the head of household you are targeting.

4. Have a digital presence.
Mature audiences are information seekers and you can place your valuable content directly into their hands with digital channels. While seniors are likely to be slower to adopt new technology, according to the Pew Research Center, 56% of individuals age 65 and older are now using Facebook and 47% have broadband access at home. With today’s digital marketing capabilities like Facebook advertising and Direct IP Targeting, it’s just like delivering direct mail — only digitally.

5. Perform deceased suppression regularly.
The honest truth is that when marketing to an aging audience, passings become more frequent. Avoid creating sensitive situations with families that have suffered a tremendous loss by removing the names of deceased individuals from your direct mail campaigns. Deceased suppression can be performed quickly on your current customer files as well as prospect lists you may acquire.

So back to my dad and the aforementioned topic of his furrowed brow…he says the responsibility for that rests squarely on my shoulders.

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New Homeowners and the NCOA Dilemma http://www.accudata.com/new-homeowners/ http://www.accudata.com/new-homeowners/#comments Mon, 18 May 2015 14:31:02 +0000 http://www.accudata.com/?p=1355 Over a lovely celebratory lunch with friends, I gently teased one of them that she and her husband were a hot commodity in the direct marketing list world — as new homeowners, they would soon have valuable offers from local businesses pouring in. She chuckled with delight and mused about what she might be able […]

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Over a lovely celebratory lunch with friends, I gently teased one of them that she and her husband were a hot commodity in the direct marketing list world — as new homeowners, they would soon have valuable offers from local businesses pouring in. She chuckled with delight and mused about what she might be able to save on Bermuda shutters and bedroom linens as her husband sat in quiet contemplation calculating the ever-climbing sum of her desired purchases.

Another friend interjected with a reminder for the couple to file their change of address with the post office. Both of the new homeowners looked only half interested with the recommendation and noted they had already contacted all of the companies they do business with. Plus, the husband commented, it was a way to protect their privacy and prevent them from landing on direct marketing lists, right?

This interesting myth bubbles to the surface every so often. The thought process is that if a mover does not file a change of address, their privacy is protected since the post office is not aware of their move. While this may be the case for a limited period of time, it does not prevent public record and self-reported data sources from capturing and then reflecting the new address. This information filters to data compilers and ultimately, to direct marketing lists.

Our fine friends to the North handle things a little differently due in part to their country’s commitment toward consumer privacy. When a Canadian resident requests Mail Forwarding, the Canada Post’s change of address equivalent, the resident can decline inclusion in the associated “Mover Data Service” program. This program provides updated address details to businesses, given that they possess the resident’s correct name and previous address.

For those that opt-out, mail is forwarded to the new address for the requested time frame (4 or 12 months) and once the forwarding order expires, would be considered undeliverable as addressed.

Had you recently moved, would you be more apt to complete an official change of address with the USPS if you were given a choice to not share your new address with inquiring businesses?

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Dirty Data and the Never-Ending Pregnancy http://www.accudata.com/dirty-data-and-the-never-ending-pregnancy/ http://www.accudata.com/dirty-data-and-the-never-ending-pregnancy/#comments Fri, 17 Apr 2015 14:41:43 +0000 http://www.accudata.com/?p=1311 Something unique happens to me each and every April: I have baby. You see, by the middle of the month, I find my mail box flooded with brightly-colored, welcoming packages for me and my new bundle of joy. Each one is so sweet, filled with cherubic images of pinchable cheeks and chubby thighs. I find […]

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Something unique happens to me each and every April: I have baby. You see, by the middle of the month, I find my mail box flooded with brightly-colored, welcoming packages for me and my new bundle of joy. Each one is so sweet, filled with cherubic images of pinchable cheeks and chubby thighs. I find myself pouring through the postcards offering diapers and formula and reminiscing of when my little man was born.

Perhaps I should mention that come April 29th, I will be 144 months post-partum and he is my one and only. So how is it that these retailers think I am in a “family way” each April? The answer is simple — old and incomplete information associated with my name and address — AKA dirty data.

Dirty data is a problem that plagues us all. From nationally compiled lists to individually culled and maintained house files, inaccurate, erroneous data impacts every aspect of the marketing spectrum. According to Experian Data Quality’s 2015 Data Quality Benchmark Report, 97% of companies surveyed reported suffering from common errors associated with contact data. The most commons errors noted included incomplete or missing data (51%), outdated information (48%), and inaccurate data (44%) among others. Of all the reasons for inaccuracy sited, human error reigned supreme at 61%.

With data quality issues directly impacting revenue and reputation, marketers need to take a more proactive approach toward data hygiene and quality. From change of address services and address standardization to data profiling and linking, there are numerous tools that when applied, go a long way toward a significant reduction in data hygiene issues.

Now, being that I am in the industry, I get a bit of a chuckle out of my getting-ready-to-be-pregnant-again-for-the-twelfth-time mailings each April, however, for those consumers who may not have the same level of industry insight, situations such as this tend to cast a negative light on direct marketing – and we don’t want that!

For more information on how best to clean up your dirty data, download our solution sheet here!

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