AccuData Offer Targets Agencies

Share this content:
Marketing data provider AccuData America began a direct mail campaign this month to generate agency leads for its strategic partnership program.


"Advertising agencies have to be able to service traditional clients looking to drive traffic to their Web sites," said Lara Gold, vice president of marketing at AccuData America, Cape Coral, FL. "The strategy behind this mailing was to target full-service agencies and the larger direct response agencies."


On the front of the mail piece, prospects were told, "If you don't know how to deliver the 'Onliners,' your clients will find an agency that does."


Then recipients were offered a free handbook titled, "Connecting with the 'Onliners' -- Data Selection Secrets that Work."


AccuData's Strategic Alliance Group, which works with a number of larger full-service agencies, decided that the book would be a good way to generate qualified leads for the division.


The mail piece claims that television, radio and banner advertisements do not work and that direct marketing is an effective way to drive Web site traffic.


AccuData employees from several internal divisions collaborated to write the book based on experience with AccuData's own Web site as well as with clients.


"We've been successfully driving traffic to our own Web site for about five years now, and we use traditional direct mail to do it," Gold said.


The book was written in a question-and-answer format and features case studies. It addresses topics related to targeting online consumers, such as data sources, demographics, selects, analysis, response and privacy.


The 25,000-piece mailing was sent to prospects from compiled, response and inhouse lead lists.


After less than two weeks in the mail, the offer had generated a 0.5 percent response, according to Gold.


She expects a 2 percent response overall.


Visit www.accudata.com/bookrequest to order free copies of the book.


close

Next Article in Data/Analytics

Sign up to our newsletters

Company of the Week

We recently were named B2B Magazine's Direct Marketing Agency of the Year, and with good reason: We make real, measureable, positive change happen for our clients. A full-service agency founded in 1974, Bader Rutter expertly helps you get the right message to the right audience at the right time through the right channels. As we engage our clients' audiences along their journey, direct marketing (email, direct mail, phone, SMS) and behavioral marketing (SEM, retargeting, contextual) channels deliver information relevant to the needs of each stage. We are experts at implementing and leveraging marketing technologies such as CRM and marketing automation in order to synchronize sales and marketing communications. Our team of architects and activators plan, execute, measure and adjust in real time to ensure the strategy is working as needed and change things if it's not.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above