Direct Mail – 4 Keys to Increasing Profitability Through Mailing Lists and Data

Every business owner who depends on marketing to produce leads has run into the same issue. You work hard to set-up your systems and you train your sales force to operate at peak performance. You refine your procedures and develop your products or services. You study your marketplace and build an outstanding business plan. You consult with marketing experts and design the most effective mail piece. It’s time to open up the marketing floodgates but the lead-generation deluge you expected to rain down on your office is instead more of a lead-generation drizzle that causes a marketing drought.

Where did it go wrong? The answer is always in the data used on your marketing campaign. It doesn’t matter how great your marketing creative is or how talented your sales force is or how much mail you sent out, if you don’t market to the right audience. Here are five important suggestions to turn all of that hard work into leads, sales, and profits.

1. Not All Mailing List Data Sources are the Same

A Data Source is a Data Source is a Data Source! Right? Wrong unless you’re buying cheap data and trying to convince yourself that it will be just as effective as the proven data. The reality is that today’s marketplace provides several data compilers and several data re-sellers. Most of the people you talk to are data re-sellers and many of them are purchasing data for their own use. What does this mean for you? It means that you will be purchasing old data from a second hand source and only after that source has taken the best data for themselves. It’s important to build a relationship with a data source you can trust.

2. Mailing List Data Analytics: What are they and how do they benefit me?

Data is selected to be included in a data pool based on criteria that you determine. The first step in selecting the best data is to understand the “DNA” or make-up of your ideal target audience member. Once this process is complete, it is time to find a data list of audience members who most closely match this ideal profile. Data Analytics is the process of filtering data through algorithms in order to find the most relevant data. All data has variables, some are statistically significant (SSVs) and others are statistically insignificant (ISVs). The purpose of the algorithm is to include as many SSVs in your data pool while eliminating as many ISVs as possible. The end result will translate into you marketing only to your intended target audience.

3. Make sure your Mailing List data is fresh?

Many so-called data sources, often data re-sellers, are not interested in developing a long-term relationship with your company. They truth is that they only care about making a quick dollar. Because of this, you can end up with a large database of unusable records. The main problem is that the data provider is continuously re-selling data, regardless of how old that data is. This is why you end up with wrong phone numbers, people who moved, someone who should have great credit but is in default. You should only use data that has been updated within the last 30 days.

4. Track Your Results

Tracking results can be a painstaking, frustrating task. However, if you have a lead-generation dependent business model, you need to make sure that you’re maximizing the Return-on-Investment for your marketing budget. It’s important to continually analyze not only your response rates but also what works and doesn’t work with your current data. Often data problems are not the result of false promises on the part of your data provider, but rather are due to subtly tweaks that need to be made during the data analytics process.

The best analytics are effective, but still may need adjustments. For example, one of my clients in the past requested only records of homeowners, who had $25,000 or more in consumer debt and mid-range credit scores. The problem we encountered was that the computer read Home Equity Lines of Credit as revolving debt because of the way that the credit bureaus sometimes reported the information. This made a person with an 800 credit score, no credit card debt and a $100,000 HELOC look like someone with a 650 credit score and $100,000 in credit card debt. By tracking the data results, we were able to easily identify the problem and adjust the algorithm to provide a more relevant data pool.

Mailing List Data is not a simply aspect of marketing, and it may be the most important. For the data users, companies that depend on great data for great marketing results, data is an unknown commodity. Unfortunately, the huge demand for data has allowed the marketplace to fill-up with opportunists. Many data providers would rather learn “how to sell you the wrong data” than learn “how to provide you with the right data”. The bright side is that there are great, honest suppliers of quality, relevant data. Just be sure to keep these five factors in mind when purchasing data and your marketing will soon produce the outstanding results that your hard work deserves.

farm safety 31 december 2021

The term housekeeping, when applied to farming and agricultural operations does carry some sense of what it means in the hospitality industry, and in general domestic and commercial service.

Housekeeping is a word that prefers really to all areas of a operation being kept in good order, being kept clean and being kept safe.

On a farm or agricultural operation, there are a number of different areas that need to be kept continually safe and clean, both the good running of the business itself, but also for the safety of the employees and of the family who own or run a company.

Farms traditionally revolve around agricultural machinery, mainly tractors, combine harvesters, utility vehicles, as well as a number of different cars and trucks.

Depending upon the nature of the work at the farm is involved in, there may well be different chemicals, different pieces of machinery and different tools all of which could pose a potential hazard.

Housekeeping is are keeping all of these areas safe, on a continual basis, and making sure that anyone involved in any area of this work has an attitude that these areas are important and need to be kept free from any risk or danger to any individual, whether an employee, a member of the family or a member of the public who may be on the farm for different reasons.

Any area that is considered a work area, whether it includes machinery or livestock or anything else, needs to be designated as a potential risk zone, and such strict housekeeping protocols need to be in place in order to safeguard the well-being of everyone who may on any occasion be there.

Housekeeping practices include the need to recognise appropriate storage, how any materials or equipment that are kept in this area are used and also how any mistakes or spillages or damage machinery are cleaned up or dealt with for repair.

Where good housekeeping practices are protocols are not in place it creates a potential hazard. Housekeeping is a preventative measure, and is about attitude and practice.

Encouraging people to keep an area clean is a prerequisite of most good housekeeping protocols. This can include informal picking up of rubbish or debris that may be lying around, as well as a more formal cleaning protocol with certain people designated to make sure that all areas are kept clean on a regular basis.

Storage is crucially important, both at a practical level and also has an attitude of good housekeeping practice. The old expression a tidy mind applies very much to this area. If an area looks unkempt, it is likely that there are a number of practices that could be considered unsafe or sloppy, which could ultimately lead to more hazards and risks.

Housekeeping is primarily about preventing injury. Health and safety has become a term that many people either slightly ridicule, or think it’s just an excuse to be risk averse. It is in fact quite the opposite. It is about understanding the nature of risk in order to evaluate the acceptability of a risk, and take whatever precautions may be necessary.

Swing Trading in Currency Forex Market – What is Unique About This Trading Method?

In currency forex market, it is difficult to pinpoint a single best forex trading style. Forex traders differ in terms of their individual personalities, risk taking abilities and emotional balance. Most traders choose a trading style that suits their personalities the best.

A day trader for example has to complete his entire trading transaction in a single day. Hence day trading forex currency requires the trader to remain vigilant and track currency price movements continuously. This is done with a view to exit trades at the first available opportunity. Trend traders on the other hand have the benefit of carrying forward their deals. These traders simply trade in the direction of the market trend and are referred to as Swing traders.

Swing trading style is a long term trading style. Trade positions are held open by swing traders for periods ranging from couple of days to weeks.

Swing trading in forex market trading denotes transactions undertaken in the direction of the major market trend. These traders prefer to trade in the G7 major currency pairs since these are normally more liquid compared to cross currencies and emerging market currencies. For example – when choosing between the two currency pairs Australian Dollar/ Japanese Yen and Euro/U.S. dollar, a Swing trader will prefer to trade in the latter pair.

Large forex market players like banks normally use swing trading. There is no thrill involved in this type of trading since constant monitoring of price movements is absent.

Swing traders typically

1. Trade in the direction of the forex market’s major trend.
2. They are mentally prepared to hold on to transactions instead of squaring off immediately.

Going along with the trend enhances the chances of booking profits in forex market trading. The higher the time frame of the trend (8 hours or more) greater is the chance of making sizable gains in forex trading.

Swing trading offers the comfort of sitting back and relaxing instead of constantly monitoring the currency forex market minute by minute. In this type of trading once you identify the major trend and enter into a transaction, no further efforts are required till you exit.