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Direct Mailings as part of Database Marketing |
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At first glance database marketing could be seen as either a very vague
expression or one that is very specific. Obviously in direct mailing we are always
using databases in our marketing but that does not really identify the same kind
of service. We define the difference simply based on volume and functions used due to the volume. For example, even thought it is rudimentary at best; in order to be personalized there is usually at least one area where you refer to the person you are addressing by name. (ie personalized). Where with database marketing we may not specifically call the person by name but we will make sure the offering will likely appeal to the recipient based on mining, tiers and historical data. |
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So in many ways both of these can be considered "Personalized", However when the audience gets large enough we may have to resort to non-personalized printing in order to meet economy's of scale that eliminate marketing to the person, and replace it with marketing to a segment of people or interests. A quick example would be 20,000 pieces vs. 250,000 pieces. We can easily digital variable print (aka Variable Data Printing) anything from 500 to 35,000 pieces or more and keep costs reasonable and response rates elevated due to the investment. But at 100,000 pieces it becomes too easy to reduce costs dramatically by breaking down the project into tiers and foregoing any "Hello John" from the copy. At 250,000 pieces we have probably strategically broken it into many tiers, some of which stay digital to maximize personalization and postage. The other versions are maximized on a traditional press due to price efficiencies when you are not paying per-click charges that digital presses require. This is Database Marketing and the management of a campaign to optimize costs and response as well as postage and delivery balancing. This is one of the greater things we are know for as well as the actual segmenting and variable coding of the project, much of which is in our proprietary programs to maximize flexibility. You don't get this done at 'a Printer', this is Direct Mail and Database Marketing at it's core and belongs with database marketing professionals so you get real results, real savings and a 360degree understanding of the balance of all the above. This is where CSG Direct has earned much of our reputation! ..more Mailings information |
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