DS0509_Opinions_p8-p9_Royal Mail:Layout 1 30/4/09 11:42 Page 9
DIRECT MAIL
Louise Williams
Head of Data Products, Royal Mail
THE FACT BOX
T op tips from Royal Mail for making the
most from your data:
a71 Take a free Data Audit on your data
by visiting:
www.royalmail.com/clearprospects
any customer’s details that are no longer valid is a very cost effective way to boost your a71 Make use of verified data suppression
from your database. customer base and drive sales through new and enhancement products such as
Data cleansing is a very cost effective way customer acquisition activity. the NCOA and USS files - the better
to quickly improve the ROI of your Once your database is clean, enhanced and the data quality and targeting, the
campaigns, and on top of this advantage, targeted it is time to decide on the media better the campaign and the greater
companies will only pay for the records that channels and marketing communication you wish the ROI!
are matched – a key consideration in the to use to reach these valuable contacts. There are a71 Invest in your data - your customers
current pressured marketplace. plenty of companies that will be able to help you and the information you hold about
Creating a clear and concise message to create a strong and integrated marketing strategy them is your businesses’ greatest
consumers both conveys confidence and drives and using research into the preferred asset, and should be treated it as such
sales so ensuring correct spelling and communication channels for your target audience a71 Understanding your customer profile
addressing on communications is imperative. can easily improve the response rate. Equally, and the customer journey - this will help
Address and name enhancement can really Royal Mail’s new Mail Media Centre website, you understand their demands and how
help with this; at a basic level to add names or www.mmc.co.uk/ brings together all the latest to influence their purchasing decisions
correct misspellings (e.g. T. Smith, Flat 3, Bridge industry research as well as advice from leading a71 Talk the language of your customers –
Street, York becomes Mr Tony Smith, Flat 3A, industry authorities to ensure anyone considering clearly communicated and relevant
Nelson Building, Bridge Street, York, YO7 3PA). direct mail as a communications channel has content through the correct channel
Customer profiling and data enhancement access to the latest solutions and statistics to get a71 Talk about benefits; a customer buys
will enable you to add further information to the most from the mail as well as advice on a drill not because they want a drill,
your data about consumers’ buying choosing the right media mix for your campaign. but because they want a hole.
behaviours, lifestyles and interests. Put in Finally, once you are ready to send out your a71 Create a call to action and a
simple terms they allow you to effectively campaign make sure that you have put compelling event; promotional pricing
understand your customer’s profile in a more necessary steps in place to monitor its success. or time-specific offers can help.
rounded way, and identify new potential Services such as Royal Mail’s Response or a71 Managing the response or your Direct
customers that match that similar profile. Returns Management will ensure that the data Marketing is just as important as
Using audience provision you can then add to you receive back from your customers sending it out; put some metrics in
your database; the typical cost of new continually feeds into your databases and helps place and keep on top of your
customer data is as low as 4p per contact so it you drive ROI in future campaigns. customer responses and returns.
OPINIONS ON DATA | MAY 2009 9
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