A.M. LetterLink

A Newsletter Published by A.M. Mailing Services, LLC

Vol. 3 No. 3

New Software tools for direct marketers

Several companies have developed campaign management software that are ideally suited to outbound direct marketing. They provide query and analysis of customers, direct mail campaign planning, records selection and campaign tracking to measure the effectiveness of the mailing. Prime Response Inc. has a web based marketing automation suite at Prime@Vantage.com.

Vol 3. No. 3

Shared databases, a good source for new leads

Data sharing is common in the direct marketing industry. Magazine and catalog companies consider their database a valuable asset. They sell their lists to increase revenue. Other industries are discovering the benefits of sharing their data. Trading a list with a company that shares a same market niche but is not a direct competitor can be a source for new prospects. If sharing the data does not infringe on customer privacy this could be an opportunity for a successful share effort.

Find new prospects with data mapping

Sometimes what you can't see in a database is more useful than what you can see. Data mapping is tool that bring information to life. It gives a visual representation of customers and prospects. It can help you locate customer concentrations, identify prospect demographic trends and analyze response data based on geographic location. Mapping takes a database of records, geo-codes them and plots them on a map. New layers can then be added to include demographic and response data. The result could be a more targeted marketing effort with higher response rates.

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