Developing Lists for Direct Marketing
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Developing Lists for Direct Marketing
- 2. House List Response List Compiled List Cornerstone DMA
- 3. permission
- 5. RFV Recency Frequency Value Score current date minus date of last order (Days) current date minus date of first order (Days) divided by number of orders total gross margin divided by number of orders 1 to 90 days =3 91 to 180 days =2 181 to 365 days =1 Greater than 365 days =score 0 At least once per month =3 At least once in two to three months =2 At least once in four to six months =3 Once time only purchase =0
- 6. databases develop maintain secure enhance
- 7. tools for CRM Salesforce | Constant Contact | Google Groups | Excel | Access | Outlook
- 8. what goes in the database?
- 9. challenges
Notas del editor
- Generating Lists Survey’s, Contests, etc. Purchases Trades Customers (not necessarily the same as house list)
- Type of Lists House lists ( Loyal, frequent, active, inactive, inquiry, referral) Response lists ( Known responders) Compiled lists ( Official, third party, govt, research firms)
- Spam Targeted Permission Opt-in THE ‘IS IT SPAM’ GAME
- Seth godin article – someone summarize
- The RFV model comprises scores base on: How recently they each customer placed an order (Time since last order is current date minus date of last order (Days) How many times a customer ordered on average within the last ‘n’ months (Duration of customer: current date minus date of first order (Days) divided by number of orders) Average customer order value e.g. gross margin (Total gross margin divided by number of orders)
- Setting Up the Database *key for CRM / Loyalty Developing Maintaining Securing Enhancement Tools for CRM & DM Salesforce Constant Contact Google Groups Excel Access Outlook
- Security Up-to-date Archiving
- Demographics – name, addresses, #’s, age, gender Geographics - address Socialgraphics Psychographics Behavioural Industrial Permission Level Origination Contact Date Response