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Organizing Your Customer Mailing Lists: Why It’s So Vital
In today’s business world, you can never afford to be disorganized, especially when dealing with the segmentation and coding of your customer mailing lists and your customer information. Using mailing lists in any format is serious business with serious costs involved and opportunities, so it’s crucial to not only keep them organized, but also sorted into various categories or segmentations based on specific solicitation purposes and historical behavior with your organization.
Take Your Time
As you gain customers and your list builds the collection of client information risks getting too big and disorganized; this can result in lost opportunities to improve your marketing efforts. You can’t afford to let this happen, so it’s vital you take the time to organize, segment and categorize your lists.
There’s no real right or wrong way to do this with mailing lists. One popular method is to begin by first separating them into prospect/lead or inquiry lists and true customer mailing lists; this helps you distinguish your two main groups of individuals: prospects and customers. From there, you can create subcategories for each of your two initial groups.
If you have info-heavy international mailing lists, it makes sense to create a list for each individual country, such as Canadian mailing lists for addresses located in the Great White North versus United States or Australia, etc.
Bonuses
Besides the organizational advantages, categorizing and subcategorizing your mailing lists offers additional benefits. One major advantage in keeping layered data elements with each customer record is that when dealing with certain products, services and marketing materials, you can use your newly organized lists to direct more specific items to your contacts or customers. This would be done based on their prior history and what you know about them thus improving the likeliness that they will respond again or buy again from you. This improves you marketing return on dollars and overall profitability.
By having more control over your lists and how you look at them, with the ability to pull data by segments you create, you will help keep your day-to-day business operations sound and profitable.
Whether you’re looking for direct marketing options or new multimedia business solutions, Macromark has the right information, staff, and tools to help businesses in whatever capacity they need. For more information, contact us at (845) 230-6300, e-mail us at sales@macromark.com, or check out our web site at www.macromark.com.
David Klein
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