Data-driven Marketing
Data is one of the most valuable assets an organisation owns. When used effectively, data can improve the efficiency and engagement of your marketing. Successful data-driven campaigns also can win new customers and retain current customers.
What is data-driven marketing?
Data-driven marketing uses data to uncover insights and trends relevant to a brand's existing and potential customers. This can be through first-party data acquired through interactions with customers, or third-party data. Data can help aid your understanding of the wants and needs of your target audience. Plus, these insights will help inform how to reach, engage and reward your audiene more effectively.
Using data for direct mail marketing
The effective use of data can improve the efficiency and engagement of your marketing campaigns across various channels, including direct mail. First-party data can help to segment your audience, offering valuable insights on demographics and buyer behaviour. Marketers can use this information to personalise direct mail to individuals, allowing for a more relevant and positive experience with your brand.
Growing your business with direct mail
The benefits of data-driven marketing
Improve customer retention
Data can be used to keep your customers returning, which is more effective than aquiring new customers. Did you know, increasing customer retention rates by 5% can boost profits over 25%?1 It’s therefore crucial to use data to build relationships with customers.
Increase customer acquisition
You can use data to identify and target potential new customers. This can save you both money and time through less prospecting.
Data tools and software
The marketplace is awash with tools to help you get the most out of your existing data. Using these resources can allow you to append more information for more complete profiles, where the additional information is relevant and of course, compliant.
Measure marketing effectiveness
Data helps you measure the sucess and effectiveness of your marketing campaigns, from campaign spend to Return on Marketing Investment (ROMI). These valuable insights can be used to improve future campaigns.
Learn more about measuring the effectiveness of your data-driven marketing
GDPR and other Data Regulations
Compliance with current data regulations is crucial to keep customer data secure. Organisations have a responsibility to protect individuals from the misuse of information about them. Data in the wrong hands might result in an individual becoming the target of identity theft and fraud, and potentially suffer other consequences as well.
