Direct Magazine just published an article by Lee Kroll of Kroll Direct Marketing called "The Quest for Better Data Cards."
Mr. Kroll first speaks of the importance of data cards:
Let's all agree that the datacard is still the most effective sales tool that list owners and managers utilize to promote their mailing lists and direct marketing services to list brokers and mailers.
Mr. Kroll suggests that data cards deserve the attention of senior management and should not be relegated to a junior person in the back room:
The datacard writing and update process should be a "top-down" task, not a "bottom-up" task. It takes "real" industry leaders to demand higher quality datacards to be created and maintained.
He cites problems that result from inaccurate and incomplete data cards:
Surprisingly, there are some list management companies that intentionally leave critical information off their datacards, and believe that if a broker needs additional information that they will call the list manage, so the manager will have an opportunity to upsell or cross-sell the broker. The reality is that today, the broker doesn't have time to play that game and needs vital information at their fingertips without having to make multiple requests for basic information that should already be provided.
It is also very frustrating when a broker reviews a datacard only to find that there are a significant number of excellent selections, offered but no quantities listed. The broker has no idea of whether or not that particular mailing list will ultimately provide enough records for the client's specific parameters or meet the minimum order quantity.
Let me tell you… maintaining an electronic data card database is not easy.
But with 20 years of experience, mIn and NextMark have invented technology and efficient procedures that enable us to produce the most complete and up-to-date database available today. You see the proof in our mailing list search tool, list research system, and audited data card database that contains more than 60,000 active listings (and more than 90,000 data cards overall).
As Mr. Kroll observed, data cards and good mailing list information is absolutely critical to making good decisions about circulation plans and to the results of your direct mail program. Experts agree that 40% or more of your success depends on your choice of mailing lists! That's why we've worked so hard to build and maintain this database.
Despite years of continuous innovation, we are still finding new ways to improve. For example, our next software release will connect data cards to data. This technological leap has far-reaching business implications. Not the least of which is making it easier to maintain the counts on a data cards and enriching the data card with in-depth profile information (actual screen shot):
This new profile will be available early June along with NextMark Select in NextMark version 7.0. We'll be showing off the new technology at the FastForward and DM Days Conferences (let us know if you want a personal demonstration).
And we certainly won't stop there… our quest to enable you to "Reach Your Market" by delivering you "Customers On-Demand" will keep us busy with new innovations for many years to come.
