Data: Actionable Intel at Your Fingertips
The two most important variables in marketing are your message, and who you target with it. Creative and Strategy will take care of the message. It’s data that gives you your target. Whether you want to reach a broad area using geotargeting, or need something as precise as targeting individuals based on their job title, Kymera can procure consumer data that will be invaluable to the growth of your business.
Mailing Lists: Data With A Purpose
"Big Data" is a little scary when you catch your phone eavesdropping. However, their snooping is one source that adds to the incredible amount of data available to businesses for targeting potential clients. The most crucial factor in any successful direct marketing campaign is the list, followed closely by the offer, then the creative and execution.
The Best List
The Best List is your list. Data overwhelmingly proves that the cost to retain or reinvigorate a client is a fraction of the cost of obtaining a new client. Reach out to your current and past clients with new products, new ideas, and specials that might trigger a response, and you may be surprised at what you'll find.
The Second-Best List: Modeling
Regression Profiles If you want to expand your reach and don't have the data or time to create a detailed client profile or don't know where to start, you can let us borrow your client list. We'll "clean it up," append relevant data and create a "Look-Alike" list of others with the same profile in the expanded targeted area.
Profiled Saturation Lists
If your business or service has universal appeal, like a restaurant, grocery, or church, your most important "targeting" consideration is probably location. Data shows that people will travel up to six miles for a product or service if they perceive value. However, a six-mile radius often gives you over 200,000 residential addresses, and you may not have the budget to hit everyone. Fortunately, that radius can be divided into bite-sized chunks grouped by median demographics like age, income, and home value. This allows you to cherry-pick your targets based on your targeted demographic and still receive the lowest postage available.
B2B Lists
B2B mailing lists also allow you to target a specific audience by identifying industry, company size, job title, or other firmographic information that will enable you to target the decision-makers in your target market. These lists often include mailing addresses, email addresses, and phone numbers, giving you options beyond direct mail advertising. One thing to remember, though, is that the quality and costs of a B2B mailing list vary greatly depending on the number of records, the list provider, and the level of customization and segmentation desired.
Do your research, and purchase a list from a reputable provider to ensure you get the best possible return on your investment.
One of the key advantages of direct mail lists is their wide diversity of data. Some of the most common types of data found in these lists include:
Demographic Data
This includes information such as age, gender, income, education, and occupation. This data can target specific age groups, income brackets, or professions.
Financial Data
Purchasing habits, FICO score ranges, revolving debt, mortgage information, credit card habits, all of these, and more are available to target those most likely to have the ability to purchase your product or service.
Behavioral Data
This includes information such as website behavior, social media activity, interests, and hobbies. This data can target individuals based on their interests or past purchasing behavior
Geographic Data
Includes information such as location, address, and zip code. This data targets individuals living in specific areas or neighborhoods
Lifestyle Data
Information such as homeownership, marital status, and the number of children by age range. This data helps target specific lifestyle segments, such as families or homeowners, down to the type of vehicle they drive
Firmographic Data
Includes information on company size, industry, and job title. This data targets specific business segments, such as small businesses, companies in a particular sector, or job authority and responsibility.
The more precisely you can paint a picture of your ideal client, the better chance you have to mine available
data to find those individuals and others like them.
Targeted Marketing Lists
Compiled Lists are the most economical of the targeted lists. They come from proprietary and publicly available sources such as self-reported surveys, voter registrations, property appraisers, credit reporting agencies, tax rolls, and voter registrations, to name a few. They can provide endless demographics, geolocation, geotargeting, financial profiling, and implied lifestyle traits. This is also where you find lists of certified or licensed professionals and other tradespeople like lawyers, doctors, nurses, therapists, plumbers, and electricians. Paint a picture of your best clients, and we can help you find more.
Response Lists are a bit more expensive but tend to be more accurate. Response Lists are comprised of direct data from subscription lists, membership rosters, catalog activity, response mailers, warranty cards, etc. Response Lists are great for compiling personal habits, behaviors, purchasing trends, lifestyle specifics, etc. Response lists are also the source of ailment data for medical marketing lists.
