At Marketsmith we are always working help maximize our clients return on marketing spending. Our latest success has been in the area of database optimization. We recently constructed a new customer database for one of our general merchandise clients that helped us to improve the performance of catalog mailings. This new database allows us to factor in much more information about customer buying behavior when segmenting houses. Using this new database, we fine tuned our house selections and sent out a catalog mailing that outperformed last year’s mailing. These results were achieved due to the new ability to select customers who, based on past data, are more likely to buy for the current month. The segment using this additional buying activity flag yielded a 355% increase in revenue over last year and had a $20 contribution per order, where the same segments that were mailed for the same time last year had a negative contribution per order.
We aim to continue to develop new strategies and leverage technology to help our clients reach their maximum potential.
Tags: database marketing Category: News, What's New. You can leave a response, or trackback from your own site.