Always look
on the
Your doorway to
It’sthebestway
toensurevalue
suppression
European sales
formoney,says
LUCIEPENN.
side of life
Findnewsalesandmarkets
inEuropewiththehelpofour
Europeandirectresponseexpertise.
Suppressionshouldbeasmuchastateofmindasanessential
We can provide all the services you need to
technologyforallinternationalmarketersstrivingtobemore
carry out your marketing into Europe:
fiscallyandenvironmentallyresponsible.
Withvolume-basedDMpracticesgivingwaytovalue-leveraged
a73 Sourcing the right lists - postal and e-mail
modelsemphasisingresponseratesandROIoverblanketcoverage
a73 Profiling your customer data to hit the right targets
(bigisnolongernecessarilybetter),suppressionremainsthe a73
Data Processing
cornerstoneofdatamanagementbestpractice.
a73 Mailing and fulfilment
RegularlyapplyingsuppressionfilestocleanyourB2CandB2B
a73 Translation
listsofdeceasedsandgone-aways(peoplewhohavemovedhouse
orjob),aswellaspreferenceserviceregistrants,isnolongeran We're direct marketing specialists with a finger
optionalextrabutisnow,intheUKatleast,mandatoryforalldata
on the pulse of European lists and response
owners.Butwithaplethoraofsuppressionfilesavailable,howcan
rates. We’ll add fresh ideas, lateral thinking
marketersensurethatthey’regettingthemostaccurateandcost-
and the gut instincts that come with years of
effectivesuppressionpossible?
Thefourmostimportantcriteriatolookatwhenchoosinga
European marketing experience.
suppressionfileareaccuracy,recency,coverageandprice.Files
TofindnewsalesfromTromsøtoPalermo
containinginaccuratedatacanplayhavocwithclientandprospect
orLisbontoLódz,calloremailustoday.
dataandcanmakeyouunwittinglycommitthemostcardinalof
datamanagementsins:over-suppression.Purgingyourfilesof
+44(0)1509670567
otherwiseviablenameandaddressdataismarketingdeath,so
info@stbdirectmarketing.com
makesureallofthesuppressionfilesyou’reusingcontainonly
verifiedandnon-assumeddata.
www.stbdirectmarketing.com
With‘warm’transactionaldatathenew‘hot’formany
marketers,recencyisalsobecominganimportantselection
criterion.Filesthattakemonthstocompileandupdatemayimpair
yourresponserates,solookforsuppressionproductswitha
refreshrateappropriatetoyourneeds.
Eveninamoretargeted,multi-channelDMenvironment,
coveragestillhasaprimeplaceatthesuppressiontable.Don’t
constrainyourmarcomsstrategybyusingsuppressionfileswith
anythinglessthanthemaximumcoverageavailable–whetherby
marketorsector.Otherwiseyouwon’tbeplayingwithafulldata
deck,sotospeak.
Finally,there’sthatoldsuppressiondevil:price.Onlyafter
tickingtheaccuracy,recencyandcoverageboxesshouldprice
entertheequation,inmyopinion.
Asuppressionfilewhichmeetsallofyourrequirementsin
eachoftheseareaswill,afterall,representbestvalueformoney
–bothintheshortandlongterm.Onceagain,‘pick‘n’mix’files
whichhavelowchurnratesand/orincorporateasizable
percentageofunverifieddatamaylooklikeacheaper,viable
option.Buttheadditionalcostsyou’llincurbyneedlessly
marketingtocustomerswhohavemoved,diedorsimplyaren’t
interestedinyouroffer(nottomentionthosewhomayhave
otherwiserespondedbuthavebeenneedlesslysuppressed),
willcostyouinfinitelymoreintermsofbranddamageand/or
lostsales.
LuciPennismanagingdirector,TheREaDGroup.www.readgroup.co.uk
www.dmi-news.com June2009 21
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