Marketing Tips for the Holiday Season

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The holiday season is approaching! Businesses and consumers look forward to this time every year. Consumers want to shop and businesses want to profit from increased spending. Here are a few marketing tips for a successful holiday season.

Email Marketing
Email marketing is an important to include in your holiday marketing plan. Customers are always looking for deals during the holiday season and sending them an email that includes discounts and coupons is a great way to drive customers offline and online. Promotional ideas could be offering a free gift with a purchase, free shipping during the holiday season, or significant discounts to “act now”. Including incentives in your holiday email campaigns will increase engagement and conversion.

Sales Strategy
Creating a sales strategy is crucial to having a successful holiday season. Focus on products and services that are your best sellers. Your best sellers will drive business during the last few months of the year. To generate more sales (and profit) early in the season, provide customers with early bird specials promoting your products and services. Thank your customers for their support by sending holiday cards with a free gift or discounts showing them you appreciate their business.

Social Media
Social media plays a significant role in consumer engagement during the holiday season. Consumers are spending more time on their mobile devices navigating social sites making it easier for you to reach them. Connecting with your customers through social media posts keeps your products and services on the forefront of their minds. Keep them intrigued and engaged on a continual bases by posting great offers and promotions. For example, create a series of social media posts that get your customers to participate in games. Each week post a question asking your customers a question and if there answer is selected they’ll receive a discount or gift.

We’re thankful for all of our customers and are here to help you with all of your data needs for this holiday season! Please feel free to contact us to discuss our products and services.

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Connect With Us on Social Media

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Stay connected with CAS through our social media sites! We’ll keep you updated on CAS news, current promotions, special offers, events, exclusive content and much more. Be sure to like us on Facebook, follow us on Twitter, circle us on Google+, connect with us on LinkedIn and read our Blog! From social media to our email newsletters, we have many ways to keep connected!

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The Importance of Data Segmentation

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Having a solid segmentation strategy is key for differentiating your company from your competitors. Data segmentation gives companies the ability to identify high-opportunity groups within their customer database and can help you better communicate the benefits of your products and services to targeted groups.

Through segmentation you can identify how each segment is likely to react to an offer, a price, a promotion or product enhancement. Segmentation is about dividing your customer database based on characteristics such as demographic, geographic, lifestyle, life-stage, or behavioral/attitudinal.

Segmenting your database doesn’t mean that you target one segment and exclude the others from marketing communications. It helps determine the appropriate channels for sending offers to your targeted groups. With this knowledge you can develop a strategy that gets the best possible response from each segment and communicate your message using the appropriate marketing channel. Here are a few key benefits of data segmentation:

Better Communication
Segmenting your customer database helps to better target and focus marketing messages, offers and activities so they are more relevant. The more relevant your marketing message is then the likelihood it will resonate and generate a response increases.

Improve Resource Management
Segmentation allows for the effective allocation of marketing resources and the maximization of cross- and up-selling opportunities. When a customer is sent personalized messages that are designed around their needs, it’s easier for companies to send those customers special offers meant to encourage them to buy more products.

Increase Profitability
You can segment your customers into high, moderate, fair, and poor profitability. A marketing strategy can be developed that fits the needs of these targeted groups. For example, those highly profitable customers may be moved to the top of the phone queue for your sales team.

Customers can be segmented in an infinite number of ways. Here are a few suggestions on how to create segments of your consumer data:

• Base segments on location such as continents, countries, states, metropolitan statistical area, zip codes, or radius distance.
• Base other segments on age, income, ethnicity, gender, family size and type of family, such as married without kids, married with kids, empty nesters and retirees.
• Additional segments can consist of people or companies that have a similar level of interest in a comparable set of benefits.

In summary, segmentation ensures that marketing effectiveness is optimized and allows for a targeted sales drive. If done right your segments can feed into marketing campaigns that cater to your customers’ needs in an effective manner. If you target the proper segment you’ll achieve better customer engagement and higher profitability.

We Did It Again… Officially ISO Recertified!

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CAS is excited to announce that we have successfully been recertified in ISO 9001:2008. The Quality Management System certification demonstrates our commitment to quality and customer satisfaction, as well as continuously improving our company’s operations.

The internationally recognized Quality Management System standard is the preferred solution for organizations worldwide. It provides our company with a framework and set of principles that ensure a common sense approach to the management of CAS’ business activities to consistently achieve customer satisfaction.

This certification is based on eight quality management principles (all fundamental to good business practice). These principles improve our organizational performance:

Customer Focus
Organizations depend on their customers, and therefore need to shape activities around the fulfillment of market need.

Leadership
Needed to provide unity of purpose and direction.

Involvement of People
Creates an environment where people become fully involved in achieving the organization’s objectives.

Process Approach
To achieve organizational objectives, resources and activities need to be managed as processes, with an understanding of how the outputs of one process affect the inputs of another.

Systematic Approach to Management
The effectiveness and efficiency of the organization depends on a systemized approach to work activities.

Continual Improvement
Adopting IOS related processes as a part of everyday culture is a key objective for an organization.

Fact Based Decision-Making
Effective decisions are based on the logical and intuitive analysis of data and factual information.

Mutually Beneficial Supplier Relationships
Such relationships will enhance the ability to create value.

There are many benefits of being ISO 9001:2008 certified! Some of these benefits include: involving executive management in the improvement of the quality management system; ensuring sustained customer satisfaction by producing, delivering, providing support functions that meet our customers’ needs and expectations; increase the effectiveness and efficiency of the organization through continual improvement of systems and quality of products/services.

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Benefits of Data Cleansing

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Data cleansing benefits are infinite and can greatly impact your marketing activities. The benefits can eliminate the chance that you’re targeting wrong addresses, customers that may have died or opted out of receiving promotional materials. For example, the benefits of cleansing a mailing list with addresses and contacts includes removing duplicate records, removal of wrong addresses, mapping contact information correctly, will save you time, money and potential consumer issues. Here is a list of services that can help you reap the benefits of data cleansing:

Privacy Services / DNC (Do-Not-Call) Suppression
Suppressing records against the National FTC Do-Not-Call file, various state Do-Not-Call lists, the DMA Telephone Preference Service (TPS) file and the DMA Pander file ensures that your marketing efforts conform to all Federal and State legislation.

Deceased Suppression
Sending direct mail to the recently deceased adds insult to injury for the remaining members of a household. For others, it can create active hostility toward your company. This process allows you to identify and remove the records of deceased individuals from your database.

NCOALink® – 18 Month or 48 Month Update
NCOALink identifies changes of address on both business and consumer records, saving you printing and postage costs.

Merge/Purge
Duplicate names on your customer file are a source of confusion and a waste of marketing dollars. This process can clean up your database based on individual names, addresses, phone numbers and more. Not only can this process identify and delete duplicate records from one file, it can find duplicates and perform deletion processing across multiple files simultaneously.

CASS™
CASS processed addresses verifies whether or not an address is an actual valid address.

LACSLink®
LACSLink corrects address lists for areas that have undergone permanent address conversion. The LACSLink database consists of address conversions that the USPS® has obtained and verified, primarily a result of 911 address conversions.

DSF2® / DPV®
Using an EXACT address database from the USPS, DSF2 verifies whether or not an address is an actual valid address.

Address Element Correction
This process takes addresses and adds the address element(s) to make them deliverable addresses.

Stop wasting your marketing efforts and budget on inaccurate or obsolete data. Start utilizing data cleansing services to ensure your data is accurate and up-to-date. Contact us today with questions you may have on data cleansing or other email and list related services!

Importance of Data Analytics

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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.

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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

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.

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.

TV Infomercial Buyers

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!

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