Best Practices for Customer Data


When it comes to marketing, one channel doesn’t reign supreme. All channels work together, and the foundation beneath them is data. Data helps you create relevance, connect with your audience, and provide each individual a positive brand experience to help increase your retention rates. What is the best way to make sure your data is always up to par?

Data Best Practices

1. Regularly cleanse and update your contact list. Did you know that nearly 25% of mailing addresses go out of date every year? Use the many tools available to keep your list current. Email requires that you do this more frequently than print since email addresses go out of date much faster.

2. Continually invest in new data to learn more about each recipient. It’s not just addresses that change. People do, too. Their hobbies, purchase history, and preferences will change. They may be newly married or newly single; they change life stages, such as having children or entering retirement. Your list needs to keep up with them.

3. Segment your messaging to better target different customer groups. Yes, personalization is an essential element of many marketing campaigns, but you can also create relevance by segmenting your message. Break your audience into buckets, such as “new moms,” “dog owners,” or “college graduates” to make the most impact towards each group.

4. Layer on as much personalization as possible. Whether it’s offering products based on a customer’s last purchase or setting a suggested donation level based on their giving history, personalize your message as much as you can.

(Hint: This personalization doesn’t always have to be evident to the recipient – you can use pictures, graphics, and maps that speak to their preferences and location without specifically calling them out.)

5. Integrate marketing channels like print, email, and mobile, so they work together. Use the strengths of each channel to boost the other. Sending a mail piece announcing a big sale? Blast an email teaser a few days before, telling them to keep an eye on their mailbox. Or send it a few days after the mailing window to remind them if they missed it. If you want this process to be automated and taken care of for you, check out our ENHANCE solution that perfectly times and connects digital and print campaigns together.


The Takeaway

Staying on top of your data requires setting up a good data file and paying attention to the details. As you gather insights about your audience, you can use that information to connect with each customer based on their preferences, lifestyle, and hobbies – making your message richer and your marketing more effective.


Aradius Group is a commercial printing company that specializes in marketing strategy, specifically with direct mail, based out of Omaha, NE.