If you work in direct marketing, or currently deliver marketing messages to your audience, you’re probably already familiar with the term “database marketing.” The idea here is that your marketing message is driven by the data within an in-house, or purchased list.
This data is used to identify individual customers or prospects which your campaign is targeting. The quality of your list(s) is very important, so maintaining accurate and ample data is key.
When starting to develop a list, you should include some basic fields of information that will help you identify your list members. These fields are:
- First name
- Last name
- Email address
- Mailing address
- Apt or suite number
- Country (if you do business outside the US)
- Phone (at least one phone number)
Using these variables you will be able to create a basic direct marketing campaign. When doing advanced campaigns, additional variables will come into play. In later posts, we’ll discuss what these variables are and how you can use them to effectively segment and send a direct marketing campaign.