Hanover, NH – September 16, 2008 – NextMark, Inc., a leading provider of direct marketing tools and resources, today announced a new tool called the Usage Database (“UDB”) that enables its users to uncover mailing list usage information. The UDB reveals who used which lists in their direct marketing campaigns and whether it was a test or continuation order.
Mailing list usage data has long been considered by list brokers as valuable yet difficult to acquire information.
“List brokers have yearned for usage data for as long as I can remember,” said Scott Chilcutt, Vice President of NextMark and head of the Marketing Information Network list services operation. “List usage is perhaps the most powerful information you can use to get new list ideas and to justify list recommendations.”
“The problem is list usage data has been hard to get,” continues Mr. Chilcutt. “Historically, usage analysis reports have been manually cobbled together on a one-off basis and only done under special circumstances. Some of the larger list firms have spent hundreds of thousands of dollars trying to streamline this process. But now, since we’ve compiled a comprehensive usage database and made it easily accessible, it’s finally feasible for every list broker to do a usage analysis with every list recommendation!”
The UDB was pioneered in 2007 by Scott Chilcutt under Marketing Information Network and fostered under NextMark following their merger earlier this year. Although NextMark contends the database will always be a work in progress, the initial coverage is significant with more than 190,000 usage records by 27,000 marketers already included on more than 11,000 mailing lists.
The Usage Database is fully integrated with NextMark’s list research system. New system enhancements make it easy for users to unlock the potential of the UDB information, including:
- The list search tool now enables searching for lists used by specified mailers
- Data cards now display usage data
- Campaigns now enable generating custom usage analysis reports
The Usage Database is available as a premium add-on option to NextMark’s list research system. For more information visit http://nextmark.com/brokerage/list-usage-database.html, contact your NextMark Account Director, or email sales@nextmark.com.