February 17, 2021

These simple techniques can empower small marketers to better compete with larger, deeper-pocketed rivals.


Talon and direct mail data leverage


One strategy that can be particularly effective is better leveraging of in-house customer data, much like large corporations mine so-called ‘big-data,’ only in a more familiar and relatable way.

Follow these three simple ways to help you bring a higher return on information you already have.

1) Leverage Customer Data to Shape Strategy

Segmenting customers by relevant criteria enables you to tailor your marketing accordingly, including personalizing direct mail and emails and other tactics with appropriate imagery and offers.

Simply including the recipient’s first name in the email, or direct mail piece, can boost engagement. One organization that added personalization increased their company’s conversions by 15 percent.

2) Respond to Operational Lapses

By closely monitoring customer feedback channels, including social media, you can understand the nature and sources of customer dissatisfaction. This helps “identify specific locations, processes or even employees that don’t maintain the company standard,” one marketer observed, and respond quickly and appropriately. The secret here is to ensure that “data is sufficiently aggregated,” so that reliable patterns emerge (an excessive number of returns or complaints from one store or website, for example), rather than basing responses on infrequent or one-off grievances.

3) Apply Insights to New Offerings

“Mining data from support interactions can be a goldmine for developing future versions of your products,” says one marketing executive, relating how his company does it. At the end of each call or email they handle, “the support team simply asks customers if there’s a feature they’d like to see in future versions.” These ideas are immediately compiled on a nearby whiteboard, and with enough mentions, added to the next development-meeting agenda.

In the end, a more intentional and creative approach to leveraging data can only have upside for you and those you serve.




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