The print and mail industries have merged in the last decade creating a lot of “full service” vendors. However, if you peeled away the layers of marketing you would discover there are really 2 types of vendors in the industry. There are “printers that mail” and “mailers that print”. CSG Direct Mail is a “Mailer” at heart and a “printer” second.
We print some amazing projects on some crazy materials at record speed. But we are also building some beautiful databases that drive some amazing projects and recording details from all interactions with a campaign. We really are database artists.
Putting ink on paper is the easy part. Printers have been doing it for hundreds of years and since we are primarily a digital printer it is a fairly simple task. Printers struggle with the part of the business we like most, database driven everything. This helps us excel in the difficult world of high tech delivery systems, barcodes, tracking, personalized printing and US Postal Service regulations.
If you’re doing direct mail projects you want a “mailer that prints” like CSG Direct Mail.
Being a database driven company keeps us on the bleeding edge of the newest direct marketing systems. That is where the greatest results are coming from and we live and breathe in this category for you.
We make it all seem simple and seamless so you can enjoy better results fast without sweating details.
DATA MINING / ANALYTICS
Are you pulling a list of names that meet a criterion or are you mining your data to find customer patterns and create new categories of customers you can market too? When you live inside database and do personalized printing you think differently than someone that just pulls mailing lists for a distribution of materials. When you track and record results into data sets you also think differently about what you are looking for inside a database during a marketing campaign.
We help you get better results fast by identifying customer trends.
A great example is a grocery store chain we worked with to identify customer attrition. Using the membership card tracking of 1 store location we identified which customers were increasing their monthly purchases in meat and dairy categories and which customers were reducing their average spending. By doing this we were able to retain high income by not offering discounts to shoppers increasing spending. We were then able to focus on the only 16,000 people that represented declines in monthly meat and dairy purchases. Those people represented the entire reduced sales of the store and we were able to target relevant coupons and offers to drive increased sales from that group.
DATA APPEND SERVICES
If your database is a flat file with very few details then we need to add some details about your customers to help you customer trends to market with so you can keep costs down and results up. This service is call data-append.
We work with several comprehensive consumer databases that give us hundreds of fields of data we can match to the records in your database. We can find buying habits, age of children, marital status, ethnicity, special interests, credit ratings, type of car driven and so much more. We use some of the same data sources as homeland security.
Once we append the selected data to your database we mine your top clients to create patterns that we chase through the rest of your data. This helps you identify other top clients. We could also then build additional marketing data-sets from outside data sources to match your top clients. Then we use all of these special data fields to drive variable content in your personalized printing campaign. This is where the term “database artists” comes from.
NATIONAL CHANGE OF ADDRESS
17% of the US population moves every year on average (US Postal Service statistics). So your database is ‘aging” every day and your results are going down every day like a sinking boat. If you don’t keep your database updated with where you customers have moved your results are eventually to just wasted money being thrown in the dumpster.
National Change of Address (NCOA) is a light data-append service that compares your database to the US Postal Service National Change of Address registry. The US Postal Service stores this information for a maximum 48 months and they now require your list be scrubbed against the NCOA database within 90 days of doing a mailing if you want lower postage rates.
Once your database is cleaned we can help you get it back into your primary data source to save you the headaches and labor cost of intensive data entry. You need to keep your database up to date but you don’t have to pay a fortune and work long hours to do it.
Once we have your beautiful database built we build maps to display your data for your post forma reporting and historical marketing results binder. We are also known for our personalized variable direct mail maps and personalized driving directions.