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Posts Tagged ‘data card’

RMI and Millard First To Add Video To Data Cards

Tuesday, March 31st, 2009

RMI Direct Marketing was well-prepared for NextMark's latest software release (version 6.12) enabling video marketing for mailing lists. As of this morning, a NextMark list search revealed that RMI had posted a total of 90 videos to their data cards. Included in the mix were list management presentations exclusively for non-profit list brokers and mailers, and a nice pitch from Richard Leary regarding statistical modeling on the Guideposts Associates Masterfile. Check it out below:

RMI's Chief Executive Officer, Martin Stein was among tfirst to comment on this innovation.

"The data card has always served the list community as a one dimensional marketing tool – a basic template of segments, selections and pricing. NextMark's introduction of videos offers a new vehicle for data managers to capture the attention of list brokers and mailers in a personalized fashion for today's digital world. This type of forward thinking is a boon to our industry, and RMI is honored to be a part of such ground breaking innovation."

Anthony DiNino, Millard Group also responded to the opportunity with the posting of an informative video that promotes the unique attributes of the Time Life Package Insert Program. Check it out below:

For the full story, check out today's press release titled "NextMark Enables Video Marketing For Mailing Lists". The DMNews article is also good and it points to the ROI associated with leveraging video technology for lists. I wonder what we'll see next?

7 Secrets to Scoring High on Data Card Quality

Monday, March 16th, 2009

Good mailing list purchase decisions depend on a good data card database, and NextMark ensures the quality of its data card database through the Data Card Quality Report and other monitoring tools. While it is important not to confuse data card quality with list quality, counts are changing all the time and a neglected data card could be a warning sign of a neglected list. This blog entry is primarily for list managers who are looking for insights on how to keep their data cards up-to-date most efficiently using NextMark's data card publishing tool.

How are data cards scored?

The scoring process is reviewed on a quarterly basis, and subsequently refined to address list specific criteria.  Individual data card scores are calculated using a weighted average of thirteen attributes, Dcqr-samplewith an emphasis on last update (the date when the card was last updated and/or confirmed by the list manager). The basic principle is to create a quality data card from the start, and to manage the update process efficiently. List managers may also contact NextMark to learn how these updates may be processed automatically on their own web site, and integrated on a search engine optimized platform to be indexed by Google and the other search engines.

Seven secrets to scoring high on data card quality:

#1 Review your data card quality report: select either 'Data Card Quality Spreadsheet' or 'Data Card Quality Print View' from the 'CHOOSE A REPORT' menu on the Lists – Management tab. You must be signed in to NextMark under your list management organization to run this report.

#2 Use the 'next update date' field: by populating this field you get the benefit of receiving an e-mail reminder (to update the data card) seven days prior to the date you enter. The next update date must be greater than or equal to the current date in order to receive full credit for last update. If you decide that you do not want to update this field, then be sure to leave it blank and manage your edits based on the update frequency.

#3 Check the update frequency: it is important for list brokers to know how often the names on a mailing list are updated. If the next update date is not populated, then the data card quality score will be based on the update frequency and the last date and time when the data card was updated by the list manager. For example, a data card representing a list that updates monthly should be confirmed every 30 days. However, if the update frequency is semi-annually, then you would only need to update the data card twice per year. Of course, this assumes that there have been no pricing or other changes to the file during the update cycle.

#4 Populate all scored fields for postal list types: make sure that every one of the fields representing the 13 attributes are populated with valid information. There are a few exceptions to this, for example: if a list is available for email addresses only, then you would not be required to select outputs; or if a list is available on exchange only, then you would not be required to enter a base rate.

#5 Audit your list type selections: the scoring process for an insert program is slightly different than it is for a postal mailing list. The same holds true for other types such as blow-in or statement stuffer programs. It is important to make these selections carefully to make sure that your data cards are scored by the most appropriate criteria.

#6 Create a high quality list description:   although there is a minimum character length required for a high quality listDCQ Description description, the scoring process also considers your creative efforts as part of the grade. The html is also credited in a manner similar to the text length of your data card description. Therefore, you are able to focus your efforts on the quality of a list description and not solely its length. You may also create and edit custom tables in the description area to provide counts and/or other information about the list. These tables are also considered as part of the overall data card description score. It is also important to remember to populate the short description field, as you be unable to achieve a perfect grade without that.

#7 Select three relevant categories: you'll need to select at least three categories on the data card that would be relevant to the broker or mailer who is renting the list. Excessive categorization is discouraged because it not only dilutes the uniqueness of a list, but also makes it difficult to determine the target audience for the list. However, you are not required to limit the number of categories, especially in cases where a list or database is enhanced with additional data for targeting specific demographics or psychographics.

The next update of the top list managers by data card quality will be run and published in April for Q1 2009. If you need help with understanding the terms on the data card, then please reference the direct marketing glossary for more information.

Do List Managers Have Long Tails?

Thursday, March 12th, 2009

Mary Elizabeth Hurn referenced the following search trend in her March 10, 2009 DMNews article titled "More words in average search query: Hitwise".

"Longer search queries are becoming more popular year over year according to a report put out by Hitwise. Though the majority of searches are one, two and three word queries, these length terms are down 3%, 5% and 1%, respectfully. But queries with four to eight words and over are all up year over year in growth ranging from 3% to 20%."

So what does this mean for you if you are a list manager? It may be good news for you if your data cards are on a search engine optimized (SEO) platform. Every mailing list data card indexed by Google as a unique web page contributes to a successful long tail SEO strategy. List managers, who focus on creating a list marketing environment and data card quality within a certain domain, will ultimately benefit from this trend. Yes, list managers do have long tails.Long Tail

Every list title, segment, selection and description is a target for the web robots (bots). The more of your data card content they find, the better your chances are in getting noticed on the search engine results page (SERP). The most visited web page, other than your home page, may account for less than 1% of your traffic. However, it is the sum of all of the traffic from all of your web pages that you want to maximize. Winning the battle for the long tail will not only improve your search traffic, but it may also improve your conversion rate.

For example, an attorney looking for a mailing list of small business owners in Rhode Island searches on "small business leads" using Google and pages though 76,800 results. She subsequently clicks on a link that registers her for a third-party lead service that fills her voice mail and litters her in-box with responses from various sales agents. She is not a happy camper, but she knows from experience that it's not worth suing them.

Her paralegal comes to the rescue and runs a search on "small business owners mailing list and RI". He gets one targeted result linked to a data card showing over 12,000 small business owners in Rhode Island. He calculates the cost using the base rate directly from the data card, clicks on 'get more information' receives an e-mail with the contact information, places the order on his company credit card, and delivers the list to his manager that same day.

Marketing Freeconomics and The Chocolate Rainmaker

Wednesday, January 28th, 2009

Don't be discouraged if your 2009 marketing budget has been cut – there's still hope! Take a look at the success of the Chocolate Rainmaker, Tay Zonday. This baritone claims no formal musical training, and uses a cheap clamp on light with a fluorescent bulb as his signature hardware for on-line video production. His YouTube video "Chocolate Rain" has been viewed 33 million times, voted one of the best according to the Washington Post, and got him multiple appearances on national television. Check out the original version below:

Don't think for a minute that the opportunities of this current on-line video age do not apply to direct marketers. The rise of direct marketing freeconomics is a maturing concept, and NextMark is embracing it. Why not you?

We're looking to enable list managers to post video content on data cards as a free service in late Q1 2009. Traffic continues to soar on free mailing list search portals now that word is out that they can be used to gather market intelligence in addition to list research. List managers can embrace direct marketing freeconomics, and become rainmakers for list and data sales, by posting quality content about their files in direct marketing forums and blogs. A simple URL applied to a data card is all you need to promote your list title no cost. Here's an example:

Check out the list popularity index (LPI) on the data card for The Swiss Colony Catalog Food and Gift Buyers mailing list. Now that's not only an impressive statistic, but valuable information for list brokers. Take a look at the hightly correlated lists section and you'll see Godiva Chocolatier. Maybe it's time to start thinking 'Outside The Box of Chocolates'?

Top Ranked List Managers Revealed

Monday, January 12th, 2009

NextMark released its fourth quarter 2008 data card quality report this morning, revealing those list managers who are actively engaged in updating their data cards and those who are not. Among the findings were emerging list managers with expanded data card portfolios in the 500+ data category. DCQ Report

You wouldn't serve a t-bone on a trash can lid, so why would you represent a high quality mailing list with a poor quality data card? While list quality and data card quality are mutually exclusive, counts are changing all the time and a neglected data card could be a warning sign of a neglected list. It is important to keep this information up to date. With 40 percent of direct marketing success is contingent on list selection, mailers and list brokers need quality data cards to make the best purchasing decisions.

List managers may use the free data card publishing wizard to post and update their data cards online. There is also a user-friendly video tutorial (about 20 minutes long) that provides step-by-step instructions for publishing data cards online.

Target Marketing Reports on NextMark Intelligence

Friday, July 18th, 2008

NextMark revealed new list research behaviors this month in the July 2008 issue of Target Marketing magazine in an article titled "The Rise of Direct Marketing Freeconomics". According to their data card, the magazine has more than 45,000 active subscribers, insight on marketing strategies and tactics to improve their ability to sell through direct mail, telemarketing, and space advertising. Target_marketingMany of these readers are also marketing service providers who provide mailing lists, data, custom research, and statistical modeling services for their clients.

In the July 2008 issue, NextMark presents a case for the value of free competitive market intelligence that can be gathered online via list research portals. These tools are most commonly used to find mailing listspurchase mailing lists, and promote mailing lists – but there's more! List universe sizes, segment counts, hotlines, trends, pricing, selections and highly correlated lists are provided for more than 60,000 list titles. Now that's valuable information — especially if you don't have access to a paid list research application. We've seen exponential growth in the use of these online tools, and the fact that they're free makes them even more attractive sources of competitive information for direct marketers. If you want to promote your list owners' data cards, then this is the place to be!