List Strategy for Direct Mail and Email

January 24, 2010 by
Filed under: Uncategorized 

Making sure your lists are cleaned and well maintained is important

This is the number one priority for marketers that are looking to manage their relationships with customers and prospects. Large franchise chains personalize their marketing strategy based on the area their customers live.

Marketers base their models and analytics to customers in a specific geographic area. For example Domino’s pizza has about 8,000 versions of direct mail, which is sent out about every two weeks. The company also has an online tool that allows each franchise to select its creative offer when they order the mail pieces.

97925035_777623Customer loyalty program

When a loyal customer has not ordered Domino’s would send them a mail piece that may say lets get together again to nurture the relationship with their customers when the customer has not ordered recently.

Domino’s is a franchise that has it roots in direct mail marketing and email has become a major direct response strategy where they email more than 10 million addresses from their CRM databases. Today Domino’s pizza is second  largest e-commerce direct marketer in terms of transactions second only to Amazon the largest e-commerce direct marketer in the world.

Online transactions

Will become half of Domino’s business by 2011 and will be the fifth largest e-commerce site in terms of transactions. Online ordering  drives higher purchases per order because customers have the menu in front of them and process becomes easy.

Digital Database Marketing

Managing existing relationships is more cost effective than creating new ones, the new focus is on customer retention than customer acquisition because.

It makes sense to pay more up front for an email address since the long run benefits will pay for themselves buy mailing lists Guaranteed and a 100 free leads if you open an account today!

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