Jun 03, 2013
You may have heard people throw around the words “big data.” It's a term that sounds a little bit scary, but big data really is just a simple way of describing large – really large – sets of data. And those data sets contain a lot of useful information that can serve many purposes – including making your job as a marketer a bit easier by allowing you to do customer modeling.
Customer modeling involves looking at all the data you have on your best customers to gain insights about who they are, what they like, what they want to buy, and more. That information, in turn, can be used to market to other people who fit your ideal customer profile. But for customer modeling to work, you need a lot of data – from a big mailing list, for example. How big of a list depends on exactly what you want to do and what information you're looking for, but let's take 5,000 as a starting point.
So, you have an in-house list that includes 5,000 addresses. There's a lot of information included in that list, but you're probably not able to do much with it yourself. That's where Click2Mail comes in. You can use our Lookalike Report service to review your existing customer list and analyze it for traits like demographics, interests, or buying habits. Once you've identified traits that your best customers share, you can use that information to find additional lists that will help you reach your new prospects, create more precise marketing messages, and develop targeted mailing campaigns.
What if I don't have a big list?
Of course, not everyone has a mailing list with thousands of names. Many small businesses may have much smaller lists. If that's the case for you, you can still benefit from big data. Even if your list is small, you can still do market research to determine your customers' key characteristics, which you can then use to develop a customer profile. With that profile in hand, you can use Click2Mail's mailing list services to purchase a list based on that profile – a list of names generated with big data.
That's exactly what Joe, a personal trainer, did when he wanted to create a direct mail campaign to promote his in-home fitness training services. Joe was just starting to build his business, so he didn't have that many clients yet, or a very big mailing list. But he'd done a lot of market research, and he knew a lot about his current clients – so he had a pretty good idea of who he wanted to target: professional women age 40+ with relatively high incomes. He also wanted to reach people living in a distinct geographic area, so that he could more efficiently travel between client's homes.
With that customer profile in mind, Joe went online to Click2Mail.com and started designing the list he wanted to purchase. He was able to get an affordable, highly targeted list of prospects because Click2Mail has harnessed the power of big data. Once he had his list in hand, Joe sent out his postcard. The response to his mailing was great, because he knew exactly who he was targeting, and was able to design a message that would appeal to them.
Big data is the wave of the future when it comes to direct mail. It's no longer enough to send a generic mass mailing to your entire list. Instead, you need to target your messages to different types of customers so that you can really capture their attention.