Do you know about the 60-30-10 rule in database marketing? It says that the success in any marketing campaign is predicated on 3 things.
Only 10% is based on the creative elements of the campaign…yet that is what holds many of us up. We want to make it look good with great graphics.
Thirty percent of a campaign’s success is attributed to the offer…what you say in your messages.
List Hygiene
But a whopping 60% of your campaign success is tied to targeting the right audience. So I think it’s best to start by getting your database in order.
I’m hoping that you have done a good job of keeping your database up to date.
- Are people’s names entered in “Proper Case,” not in ALL CAPS, or in the sloppy… I don’t care about my contacts… all lower case? (e.g. Jane Doe, JANE DOE or jane doe)?
- Do you have complete information ( e-mail addresses or mailing addresses)? You can create groups to keep you in-the-know about which contacts still need to be updated.
- Do you have your contacts coded properly as customers, prospects, vendors… active, inactive… which campaign they should receive…. which products they have purchased from you…etc? While you can send something to everyone in your database… it is much more effective to segment your database and send relevant messages to each segment.
- Will you use any fields for mail merging? (e.g. “Your inside sales rep is [[Inside Rep]].”) If so, make sure they are completed and up to date
- Do you have a field for recording Opt Outs? You could plan to delete the record, but sometimes contacts want to work with you… they just don’t want to be on your mailing list. So you will need a field to mark your contacts’ preferences accordingly.
E-mail Bounces
Once your database is up-to-date (or at least on its way), you can start writing your content (the part that accounts for 30% of your success). Stay tuned. We’ve got some thoughts on that as well.
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