Get the Most Out of Your Marketing Database
Many catalogers use their marketing databases to look at response data for list analysis and segmentation or for data modeling — all good stuff that can benefit your campaign results.
But there may be dozens of other benefits you can reap from your data — benefits that come from analyzing transactional information of what’s being purchased along with the response information of who is buying. Then you can use those data to build a more effective catalog.
Five Steps to Success
Following are five steps that can help you get the most out of your marketing database.
1. Look at what’s being bought by which kind of responders.
When you meld together your response information and product data, one of the first things to look for is the difference between what your prospects and your customers buy. Once you understand this by product category, and even by individual product, you can begin to build each catalog to its particular audience.
For example, if your October mailing has the largest percentage of prospects, then you’ll want to:
- put your most-effective item to prospects on the front cover;
- lead the catalog with the category that works best for prospects;
- put proven prospect-grabbers on the back cover.
If results really are different between prospects and customers, consider a prospect version and a housefile version of your catalog.
Likewise, if you have catalog drops that mostly are sent to existing customers, be sure your best-performing categories to customers are presented, and put new items in prominent places. Your database even can tell you how well your new items work to customers vs. your best pickups.
2. Determine what are your best-performing categories.
By doing this, you also may be able to discern which categories have the best long-term value for your catalog. This is similar to what you probably already do with your rental-list results: Understanding which lists provide the best long-term customers may compel you to continue mailing to outside lists that don’t quite meet the cutoff initially, but provide good customers who more than make up the loss during the next year or two.