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What is Variable Data Marketing (VDM)?Simply put, it's the process of analyzing your list and uncovering unique characteristics each person might have and then developing a strategy to market, measure and maintain valuable information. To some, this could sound confusing or time consuming, but it's really not. You'll soon understand that these 3-M's are the key to finding more effective ways of marketing to your audience - on a first mailing and throughout your campaign. You will be able to develop a process that will turn into a fundamental method of not only improving your response, but reducing your waste in material, postage and labor. When properly implemented, VDM could prove to be an effective and efficient way to market - in print and online.But where do you begin?
It all begins with your marketing goals and objectives, and at the same time... your list. Whether you have a list or you are looking to build one, it's imperative to realize that these records contain more than just names and basic information. There is critical information available that could help you determine who you are marketing to, how you should tailor your messages so they resonate with each recipient and how to concentrate your efforts. It's possible that key information already resides in your lists - and if so, we could help you uncover it.
Below is a list of services we offer at ARGA that are related to Variable Data Marketing and could get you started on an improved process.List acquisition and review:
You will benefit from our 26+ years of experience in personalized marketing and data analysis. We will understand your goals and objectives, help strategize an outreach program, in print and online, and develop the final list criteria to help you achieve your goals. In the end, you will have full confidence that your list that has been carefully selected and thoroughly reviewed.
ARGA has partnered with leading list providers that only implement best practices and maintains clean, qualified lists. A list is an investment in your direct marketing campaign and some of the basic questions to ask are:
Data Analysis:
Purchasing the right list, from the right resource, based on the right criteria is only one part of the process. Understanding how to analyze the data is another important stage of ensuring positive results. It will serve as the foundation of your program and give you the platform to launch successful direct marketing programs.
Bill Nims, Owner and President of ARGA, serves as a speaker and panel member for many leading industry events. His experience in data analysis and profiling, along with his relationships with leading companies such as HP, Pitney Bowes, the USPS and PODi.org (Print On Demand Initiative) makes him a valuable resource to many clients.
List Qualification:
Now you have your strategy, the right list, reviewed it and analyzed it. The next stage is list qualification. This is when we run your list through a program that will:
This is another quality check in the process and a way to take advantage of lower postal rates and maintain a timely delivery. While it sounds insignificant on a CPU basis, below is a simple example of how the savings can add up:
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