White Paper: Contact Optimization Marketing

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Consumers today are inundated with marketing messages received through a multitude of channels. These channels range from broad-based media like television and radio to targeted, personalized communications like direct mail. Traditional direct marketers using RFM techniques target high-value consumers even more vigorously, sending them the greater share of overall marketing efforts.


It is increasingly challenging to get your brand's message through without overrunning your budget or oversaturating (and annoying) your best customers. Most importantly, it is evident that campaigns built by selecting discrete groups of customers from the top down, based on previous purchasing behavior, are no longer yielding the return on investment that top executives are seeking.


The solution to this is contact optimization. This strategy enables marketers to apportion marketing messages through all customer segments. It lets them amplify the impact of campaigns through the careful coordination of channels, all while maintaining a consistent brand voice and a balanced budget.


Http://www.dmnews.com/pdffiles/contact.pdf


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Company of the Week

Since 1985, Melissa has helped thousands of companies clean, correct and complete contact data to better target and communicate with their customers. We offer a full spectrum of data quality solutions, including global address, phone, email, and name validation, identify verification - available for batch or real-time processes, in the Cloud or on-premise. Our service bureau provides dedupe, email/phone append and geographic/demographic append services for better targeting and insight. For direct mailers, Melissa offers easy-to-use address management/postal software, list hygiene services and 100s of specialty mailing lists - all with competitive pricing and excellent customer service.

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