Blog Archive

Direct Marketing
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Data analytics is one of the most effective tools to enhance your business and the impact it can have on your company is significant. It is one of many key components to making your business grow successfully! To grow your business, you need to make informed decisions. Knowing your customers is a prerequisite, and the best way to understand your customers is to analyze your customer data.

How can data analytics improve the value of your business? It can bridge the gap between you and your customers. Customer data can provide a wealth of information about their business and market. To realize these benefits, customer data must be collected, analyzed and reviewed to help you focus on questions important to your business.

Have your data analytics team be responsible for identifying the data required, collecting it, analyzing it, and distributing the results. They should then be able to pinpoint key segment of your data, so you are no longer wasting marketing and advertising dollars on customers that are no longer your target audience.

Benefits derived from gathering and analyzing customer information for your business are:
• Improves customer relationships
• Lowers your costs
• Maximizes revenue and profits
• Maximizes the value of customers

CAS can help you with your data analytics needs! We can overlay demographics onto your customer file, analyze the data, and help you market to the projected top performing segments. Use our data analytics services and improve your segmentation and targeting in your direct marketing efforts.

21 May 2015

Response Expo Recap

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Through the eyes of a traditional direct marketer a self-proclaimed “Data Expert” the Response Expo was a great experience to get a feel for the different channels of direct marketing. In my 16+ years of selling direct marketing solutions I had never had the opportunity to see the front line of inventors and as seen on TV products.

It was a refreshing to meet and speak with experts from various industries. We were able to talk with data-driven marketers that are looking and willing to listen to other professionals offer insight on what works as well as what is the next big thing. The entire buzz at the show was refreshing and exciting! We enjoyed sharing our experiences with others and making new contacts that mutually benefit each business.

A couple of things I was able to get out of the show (and one of the reasons we’ll be back) were the variety of marketing professionals we had the opportunity to speak with in the exhibit hall. The overall conference agenda was outstanding. The sessions that were provided offered a learning environment and allowed you to find a solution to your business and marketing challenges. There was also a significant focus on networking opportunities. Functions throughout the day and night allowed attendees to engage in great conversations with other professionals.

If you are a business or marketing professional that currently engages in Direct, Digital, and Data Driven Marketing this show is for you! CAS is a full-service Database Marketing provider in business for over 35 years and we look forward to many more opportunities to share our products and services with the Response Expo attendees. I want to extend a personal thank you to my longtime friend Dan Donati and publisher John Yarrington for putting on an excellent event. CAS will be back!

Jared Wright
Director of New Business Development

07 May 2015

Understand The Data You Have Now

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Learn more about your customers by enhancing your database with current information that will help you increase the effectiveness and success of your target marketing efforts. Data appending is identifying invalid or missing information from a customer database, and repairing it by adding in missing elements of data. Here is a list of data appending services that can enhance your database:

Phone Append. CAS has been known for years as the leader in Phone Number Appending Services. CAS’s distinct capability lies in the fact that we process our records against two of the largest compiled databases in the country, all in one step. An additional enhancement to our phone appending services is a new matching process that looks at records on an individual level (not household), thus finding 15-20% more matches than by traditional means.

We are also one of the only phone append bureaus that offer you the flexibility of choosing which matches you want back; this is done through our Confidence Level matching. By “tightening up” the matching criteria, you can significantly reduce your Wrong Number/Disconnect rates and/or call your “best” matches first.

Reverse Append. If you have a customer or prospect list that contains a phone number, append the address and occupant name for direct mail purposes.

Demographic Append. Understand household income, age, occupation, education levels, presence of children and lifestyle characteristics of your customers. Appending demographics, behavioral and mortgage information gives you the clearest picture of who your customers really are and allows you to market to them the proper way.

Email Append. Email append is a process of adding (appending) an email address to a list of names and addresses. This list could be your customers or prospects and comprised of businesses or residential addresses. Your data is matched against a number of nationwide postal and email files. Hundreds of millions of records go into the match process.

Cable Append. In cases where your house or prospect file contains only residential street addresses, this service can match the street address and return a name and/or telephone number based on your choice. Match rates vary based on input records age.

Data append provides you with up-to-date data, so you can effectively target your audience. Without accurate data such as current mailing addresses, telephone numbers, and email addresses, your efforts can be wasted. Ensure that valuable opportunities aren’t lost by utilizing data append services.

Thank you for your time and interest in CAS services! Please do not hesitate to contact us with questions on append services or other email and list related services.

24 Apr 2015

How to Grow Your Email List

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It’s no secret that every marketer wants to grow their email marketing database. It can be tough to gain subscribers for your marketing emails, but the easiest way to build a subscriber list is to tell readers what’s in it for them. Here are 10 tips that will help you grow your email list:

1. Offer a free whitepaper. Offer a complimentary whitepaper or another educational recourse in exchange for a customer’s email address.

2. Host a webinar. One of the main goals for hosting a webinar besides sharing about your business or industry is to collect email addresses to build your list.

3. Run a Google Adwords campaign. Google Adwords is one of the best ways to get valuable targeted sign-ups. Build email landing pages specific to your email list and then optimize for click-based search engine advertising.

4. Utilize sign-up forms. Create a prominent opt-in form on your homepage for visitors to sign-up easily. The form should be placed in the top menu bar, website header, or sidebars. Placement of the opt-in form is crucial in grabbing the reader’s attention.

5. Include social media share buttons. Adding social media share buttons on your marketing emails allows readers to pass along your content in Facebook, Twitter, and other social media channels. That way, you’ll gain access to networks, friends, and potential customers who might sign-up to receive emails.

6. Offer incentives. Incentives often help when it comes to driving more email sign-ups for your list. The incentive should be mentioned in the email sign-up description. Always give the subscriber the reward immediately after they sign-up and put the discount inside of the email to make sure they’re opening your welcome email.

7. Use a lightbox. A lightbox is a pop-up box that displays when a visitor enters your website that asks for an email address and usually offers an incentive. This tactic has been known to be controversial since it has been considered something that annoys readers, but it has shown to drastically increase your subscriptions.

8. Include a sign up form on your Facebook page. Add a sign up form to your Facebook page to encourage visitors to provide their email address and other valuable information that you need for your email marketing campaigns.

9. Collect email addresses at events. Collecting business cards at conferences, trade shows, and industry events is a great way to gain access to your customer email addresses.

10. Include a “Forward to a Friend” button. Make it easy for subscribers to forward your marketing emails by including a “Forward to a Friend” button.

Building your email marketing list is important. Make sure that you’re providing enough value to properly motivate potential subscribers to take the leap and join your email list.

16 Apr 2015

TV Infomercial Buyers

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TV Infomercial Buyers

CAS Now Has TV Infomercial Buyers Data

This database has over 100 products selectable by category such as health and fitness, household, outdoors, pets, and much more. These are highly impulsive buyers whom have placed orders from infomercial TV spots.

Ideal prospects for this database include but are not limited to direct mail marketers, retailers, travel agencies, dining establishments, magazines publications, electronics retailers, telemarketing offers, and general merchandise catalogers.

Click here to get more information!

02 Apr 2015

Tips for A/B Email Testing

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A/B Email Testing

A/B email testing is an essential feature of an email marketing strategy that can improve conversion rates and sales if done right. Implementing split testing can help determine what emails are resonating with your subscribers and getting them to take action. Here are 5 tips to help you get started:

1. Decide what variables you want to test. There are many variables within an email campaign that, if changed, can make a huge impact on your results. The following are just a few email campaign variables that you may want to test:

Calls to action (copy, color, location, size)
Fonts (colors, type, and sizes)

2. Test subject lines. Your subject line is what grabs the reader’s attention. It plays a huge role as to whether your email gets opened – the essential first steps in getting to the sale. Different subject line themes may generate different response rates. Test the following themes to see what resonates with your subscribers:

Curiosity: questions, riddles and unfinished thoughts
Fun: humor, puns, and plays on words
Direct: clear and to the point

3. Wait for your data. You shouldn’t be checking your stats every few hours after deployment as early responders are more likely to respond in a distinct manner than subscribers that may take some time to find and open your email. Always wait for at least 24-48 hours before analyzing your stats.

4. Test deployment times. Not all subscribers respond better to emails sent on Monday morning at 10am. Segments of your data may respond differently to emails sent on certain days, or maybe even certain times of the day. For example, if your list consists of retirees you may want to test various times of the day instead of specific days of the week. To better gauge the optimal time to send email you should test these variations:

Day of week
Time of day

5. Do decide how to measure success. You can measure the success of your email campaigns by your conversion rate, click through rate or open rate. When choosing the metrics for evaluating success, be sure to consider what results you’re interested in getting. For example, let’s say you’re testing two subject lines, and your primary goal is to determine which one derives the highest open rate. A few days after deployment, you check your stats and find that subject line A had an open rate of 15 percent, compared to an open rate of 23 percent for subject line B. Subject line A would be the winner and should be used for the remainder of subscribers.

A/B testing is a continual process and is never final. Constantly test your email marketing campaigns to ensure you’re improving your response rates.

27 Mar 2015

LeadsCon Follow-up

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CAS recently attended LeadsCon in Las Vegas Nevada. Our booth highlighted our digital and postal services. We enjoyed engaging with other attendees and discussing how our products and services could fulfill their marketing needs.

April, one of our Database Marketing professionals that attended LeadsCon said, “We got a lot of attention because people are remembering that postal (even in the digital world) can be a useful and a valid channel. When internet leads don’t fill the order, postal leads can. We had a lot of interesting conversations with companies who are adding postal to their arsenals.”

We look forward to exhibiting at LeadsCon next year. We’re attending the Response Expo from April 21-23 in San Diego. If you’re attending, stop by booth 621 to discuss our nSightful products or just say hello.

Write Subject Lines That Will Blow Readers Away

8 Steps to Compelling Subject Lines

Are you tired of your marketing emails being left unopened or worse… deleted? Do you find that writing compelling subject lines is a challenge? Creating email subject lines that stand out among the rest can be tricky. It’s your first impression and only chance to convince readers to open your email instead of delete it.

With only a few seconds to grab the reader’s attention marketers are challenged today more than ever to create an enticing subject line. Check out these 8 tips on how to write a compelling subject line that helps your message break through the clutter.

1. Keep it short. Everyone’s inbox is configured differently, so the subject line should be less than 50 characters. Keeping the subject line short and sweet ensures that it displays fully in the reader’s browser window and on mobile devices.

2. Start with the most important words. Just last year, nearly 50% of all emails were opened on a mobile device where long subject lines can’t be fully read. Beginning with the most important information will have the biggest impact and ensures valuable information isn’t cut off.

3. Be specific. When people read your subject lines, it should communicate what your email is about and why it’s relevant to them. If you leave the reader guessing your email will be ignored or deleted.

4. Use numbers. Subject lines with numbered lists give readers an idea of how much content your email contains, allowing them to make a decision about whether or not they have time to read it. They’ll be more compelled to open your email if they know how much information it contains. See examples below.

• 4 Reasons to use Responsive Email Design
• 6 Tips for Driving More Sales for Your Business

5. Convey a sense of urgency. Creating a sense of urgency can drive readers to take instant action. The shorter the amount of time that readers have to act, the more compelled they will feel to act quickly. Words such as “act now”, “important” and “limited time” are all great ways to convey a sense of urgency.

6. Ask questions. Asking a question in your subject line is a proven method that will engage subscribers. Using questions will encourage readers to open your email to find out the answer. See examples below.

• Want help with SEO? We can help
• Still looking for new sales leads?

7. Utilize the preheader. The preheader is a snippet of text that displays right after the subject line when an email is viewed in the inbox. It’s used to help grab the reader’s attention and expand on the idea introduced in the subject line. The preheader box does not have a character limit, but should be no more than 75 characters.

8. A/B split testing. Conducting subject line tests derive higher open rates, increased conversions and insights into subscriber behavior and preferences. Test two subject lines to a portion of your readers to determine which one performs the best. Then use the winning subject line for the remainder of your subscribers. A/B testing should be a process that is practiced continuously and is the best way to optimize your subject lines.

Optimize your subject line by utilizing these great tips and ensure your email stands out above the rest!

17 Mar 2015

Increase Subscriber Engagement in 6 Steps

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6 Steps to Get People to Read and Respond to Your Emails

Write Emails Subscribers Actually Want to Read

How do you make sure people are actually reading your emails? Writing great emails isn’t easy. After getting their attention with a compelling subject line, it can actually be quite difficult to craft an equally compelling message the recipient can’t help but stop and read.

Right now your email inbox probably has meaningless and redundant emails that you’ll never read or respond to. Chances are good that your email is competing with hundreds of others for the recipient’s attention, so don’t miss out on the opportunity to connect!

Implement the following 6 steps to increase the likelihood of your emails getting read and generating a response.

1. Include your value proposition. Show your readers what you can do for them. Explain how your products and services solve their problems or improve their situation, delivers specific benefits, and why they should buy from you and not from your competition.

2. Personalize your emails. Add a personal touch to your email messages by including the reader’s individual interests, needs, and wants. This will help you build stronger relationships with readers and provides a personalized experience. If you connect with your readers on a personal level, they will be more likely to open your emails, read the content, and take action. Here are simple ways to personalize your email messages that will drive conversion:

– use recipient’s name in your email messages
– send emails from individuals (not your company)
– segment your email database

3. Optimize your call-to-action. Now that the readers have opened your email the next step is to get them to take action. Whether it’s to drive traffic to your landing page or website the main goal is to generate a response. To boost conversions your CTA should be simple, obvious, and stand out. Design your CTA as an action button not an image, so readers are able to find out instantly where they need to click.

4. Emphasize key points. You can emphasize important points in your email by using images, bolded words, bullets, and hyperlinks. Visually highlighting key points will boost the odds that your reader will get your message quickly and respond in ways that meet your goal.

5. Keep it short. Chances are most people don’t have time to read your email in its entirety. Readers are going to scan your message for valuable key points, so limit body content to easily-readable paragraphs under 60 characters in width.

6. Timing matters. It’s no secret that you should never send an email at the end of the day or the start of a weekend. So what is the ideal time to send an email? Research shows that the most effective day to send an email is Thursday between 2 PM and 5 PM. To ensure that you’re sending emails at the optimal time keep an eye on the times you send emails and adjust them based on your level of success.

Keep these tried and true elements in mind when writing your next email message and people will be more likely to read and respond to your email.

Now is the time to optimize your email for mobile devices. Email is the most popular activity on mobile devices right above browsing the web. This is why creating a strategy for mobile activity is essential for a successful email deployment.
Here are a few tips to follow when sending emails to mobile users.•  Deploy emails during the highest engagement time. Approximately, one-fourth of emails are opened within 1 hour of sending. Users are more likely to open emails during lunch breaks and after work on their mobile device, so sending out messages during this time would derive the highest open rate.•  Not all content renders correctly on mobile platforms. Links directed to blogs, videos, or landing pages may not render on mobile devices the same. Ensure that these online pages are optimized for mobile users. This will reduce the number of users deleting the email because they can’t view the content.•  Open rates are decreasing on desktops and are soaring on mobile devices; therefore, you’ll need to focus on all mobile platforms. Create a responsive template that views in all mobile platforms to ensure the users content is rendering correctly.•  Users scan their emails on their mobile device to pinpoint the most important messages. It’s important to craft your email to attract the user’s interest, so they will view your message later on their desktop. The subject line is the first thing the user sees. Keep it short with a call-to-action at the start to engage interest with the user.

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