Anchor Computer

A recent study has shown an increase in email marketing click-thru rates by up to 20% for marketers who personalize subject lines.

Imagine the possibilities… if you were to go beyond first name personalization and engaged customers based on their interests, lifestyles and buying behaviors.

Here are 3 ways you can market to customers on a more personalized one-to-one level, and bring your ROI to new heights.

1. Data Enhancement: Send messages and offers that appeal directly to your customer’s needs….

Enhancing your file with demographic data allows you to add valuable information and segment your offers based on your customer’s interests, lifestyles and buying behaviors.  Marketing that directly addresses your customer’s wants and needs are more valued and more likely to get a response. For example, you probably wouldn’t get a great response if you sent a promotion on pet food to a household without pets.

If you are marketing to consumers, overlay information such as age, marital status, presence of children, income, homeowner, buying behaviors, and lifestyle interests.

If you are a business-to-business marketer, choose from firmographics such as number of employees, sales volume, and SIC codes.

2. Customer Profiling: Get to know your customers better!

Taking a “snap shot” of your marketing database allows you to identify the key characteristics that make up the customers on your list.  Profile customers based on key demographics, lifestyle, purchase history, and even predict who will make their next purchase.  You can also define your “best” and most profitable customers, and target new prospects just like them.  Aligning marketing efforts with customer profiles is a great way to gain insight on who your customers are, so you can communicate on a more one-to-one level and boost your marketing ROI.

3. CRM Retargeting: Deliver highly personalized web ads to your offline contacts (CRM).

CRM Retargeting leverages your offline data and delivers custom online display ads to your contacts as they surf the web.  Serve custom banner ads across 98% of major websites, based on your customer’s wants and needs.  Increase your ad relevance by enhancing your contact data using the data enhancement and customer profiling services mentioned above.

Use retargeting to improve your current online display advertising performance, increase the effectiveness of your email and direct mail efforts, and keep your brand in front of customers – driving them back to your website.

Maximize campaign relevancy and personalization in your marketing today!  Anchor can help you develop and implement programs that deliver specific messages, to specific customers, at a specific point in time, then track and evaluate results.

Offset Postage Increase with Address Hygiene

It’s official – the USPS® postage increase has gone into effect on January 22, 2012. This is the second postage increase approved by the Postal Regulatory Commission in less than a year. Most direct mailers will see an average increase of about 2.1% or between $0.004 and $0.001 per mail piece.

Despite the increased cost of mailing, marketers see the value in keeping direct mail as part of their 2012 marketing program. In fact, a study performed in 2011 reported that 50% of consumers still prefer receiving direct mail to any other channel. Finding a solution to decrease mailing costs versus reallocating marketing budgets has been a challenge.

Request a FREE DATABASE EVALUATION REPORT to see how Anchor’s SuperCleansing Platinum Bundle can help offset the postage increase and SAVE YOUR DIRECT MAIL BUDGET.

Optimize the delivery of your mailing list using a combination of Anchor’s postal processing services, all bundled together into one “budget saving” solution.  

Anchor’s SuperCleansing Platinum Bundle includes:

NCOALink^® – Process your mailing lists against the 48-month NCOA^Link® dataset of approximately 160 million change-of-address records filed with the USPS^®. Update mailing lists, including individuals, families and businesses that have moved.

DPV^® (Delivery Point Validation, confirms an address exists and is a USPS^® delivery point) – DPV^® allows you to eliminate costs by not mailing to non-existent addresses.

LACS^Link®  (Locatable Address Conversion System, 911 Address Conversion Tool) - Converts rural style addresses to city style addresses, improving deliverability.

CASS^TM (Coding Accuracy Support System) – Improves the Address Standardization, ZIP^® Correction, ZIP+4^® Appending, Carrier-Route Coding, Delivery Point Coding, Error Message Code, CASS^TM Report and NDI Report.

DSF^2®  (Identifies Deliverable Addresses and Specific Address Attributes) – Allows you to identify business versus residential delivery points, as well as, vacant and seasonal addresses.

AAE (Anchor Address Enhancements) – Improve addresses that cannot be ZIP + 4^® coded, resulting in improved deliverability. By using an individual name and special matching logic on the address to locate a similar address in large reference file databases, we can determine which address elements need to be changed to make the record ZIP+4^® codable. Verify an actual address exists down to an apartment or suite number. AAE also adds missing secondary address information.

Deceased/Prison Suppress  – Eliminate deceased individuals and individuals with prison addresses from mailings, prior to a promotion.

Merge Purge – Identify duplicate records in your database, based upon your marketing criteria.  Our program goes beyond name and address comparison and incorporates additional data matching elements for increased accuracy, across several different files. Any data in your file such as: Social Security Number, Gender or Telephone Number may be used for your duplicate identification process. Matches can be based on unique individual or household levels.

 Pricing of these products and services is neither established, controlled, nor approved by the United States Postal Service®.  The following trademarks are owned by the United States Postal Service®:  USPS, United States Postal Service, ZIP, ZIP Code, ZIP + 4, LACS^Link, NCOA^Link, DPV, DSF² and CASS.

A CRM Database is essential for making customer-centric decisions that drive results…

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For every marketer, a relational marketing database represents an opportunity to collect valuable data about customers and prospects, leverage insightful information and make smarter marketing decisions that drive consumers toward taking action.

Improve Customer Engagement, Reduce Costs & Boost Sales

Anchor’s offers a one-stop solution to initiate and maintain a database marketing effort -without exhausting your entire budget. Let us show how you can have a custom relational for making more informed and successful marketing decisions…

• Profile existing customers and model future behavior!
• Identify customer-buying patterns!
• Eliminate costly duplicate mailings!
• Increase ROI with improved response at less cost!
• Increase cross and up selling!
• Reduce channel clutter!
• Track past events!

Contact us today for a FREE DATABASE EVALUATION!
Whether you’re looking to outsource your database or require consulting or software for maintaining your database in-house, Anchor can help!

It is estimated that most marketing databases contain about 5-20% duplicate records.

Whether you’re marketing via email or postal, duplicate records can increase your marketing costs and resources. Merge/Purge is the process that identifies duplicate records in your database that are returned from a matching process.  However, a merge/purge process can only be as effective as it’s matching logic.

Add Accuracy to Your Duplicate Identification With Customized Matching Options

Anchor’s Merge/Purge program goes beyond name and address comparison and incorporates additional data matching elements for increased accuracy, across several different files. Any data on your file such as: Social Security Number, Gender or Telephone Number may be used for your duplicate identification process. Matches can be based on unique individual or household levels. Click here to view sample matching options.

WHY CHOOSE ANCHOR’S  MERGE/PURGE PROGRAM:

• INCREASED ACCURACY
• CUSTOMIZED DUPLICATE IDENTIFICATION
• MATCH ON HOUSEHOLD, INDIVIDUAL OR COMPANY LEVEL
• ACCURATE, IN-DEPTH MATCHING LOGIC WITH COMPLETE, EASY TO READ REPORTS
• RECEIVE BETTER MATCH RATES BY SELECTING ANY DATA ELEMENTS
• FLAG DUPLICATES AND RECEIVE SAMPLE OUTPUT FOR REVIEW
• FAST TURNAROUND
• ADDRESS HYGIENE
• CAN BE INCLUDED IN MERGE/PURGE

Reduce duplication in your marketing database, increase campaign accuracy and SAVE!

An estimated 294 billion emails (Worldwide) and 660 million mailpieces (in the U.S.) are sent each day, according to the United States Postal Service® and Radicati Group.

As inboxes continue to flow with information, consumers are becoming more adept at scanning through messages and giving attention to information that is relevant to their interests. Messages that appear to lack relevancy are likely to go unnoticed.

Customer Profiling

Increase Campaign Relevancy with Customer Profiling
Customer profiling is your first step to increasing response rates and sending targeted and relevant messages. Identify the key demographics, lifestyles, and buying behaviors that make up your “best customers” and target prospects with similar characteristics. These “look-a-like” prospects represent your best markets and are more likely to find your offers relevant – and respond.

Save Time, Money and Cut Acquisition Costs
Weeding out unresponsive segments and targeting the prospects that match your “best customers” can also help you reduce marketing costs and achieve a higher ROI.

• REDUCE COSTS: Target prospects that “look like” your most valuable customers
• MAXIMIZE RESPONSE: Send highly targeted offers to similar customer segments
  
• EXPAND MARKETSHARE: Tweak existing products to appeal to unresponsive customers
• INCREASE SALES: Develop additional products to match the needs of customer profiles

Ask Anchor how customer profiling can help you improve customer retention, acquisition, up-selling and more!

For more information, contact your Sales Executive or Nancy Atwood at 631-306-9364.
Email nancy@anchorcomputer.com

Decades ago, mailers recognized the importance of unduplicating contact lists.  Mailings increased as more prospect lists became available, and the unduplication processes received a primitive name – i.e., “Merge/Purge”.  I don’t now who deserves credit for the unique name, nor its origin, but it accurately describes the process of merging many names together in a sort of sequence followed by the purging of duplicates.

Merge/Purge is essential to accurate data consolidation.  With high demands being placed on many direct marketing professionals, such as increased postage and printing costs, tight deadlines and more, accurately eliminating duplicate records is imperative to your bottom line.

Merge Purge and Deduplication Services

Here are some key benefits:

• Reduce marketing campaign costs
• Increase ROI
• Identify and analyze multi-buyers
• Customize the duplicate identification process
• Easy to read analysis reports
• Develop smarter marketing based on reported data
• Receive better matches by selecting any data elements
• Resolve issues with access to dedicated support

Whether simple or complex, a Merge/Purge is only as effective as it’s matching logic. Customizing Merge/Purge criteria to meet your requirements will yield the best results for your campaign, database, promotion, and more.

Anchor’s flexible matching logic will match duplicates on both consumer and/or business records using matching criteria you select from a menu of options. Matches can be by unique individual, household or company.

Geo-Targeted Marketing

Anchor will match your records at an address level and append census tract, block group, and latitude/longitudinal coordinates to your marketing database or customer file. If a match cannot be made at the address level, secondary levels such as Zip+4, Zip+2 and Zip code level will then be matched for maximum coverage.

This data has proven invaluable to clients that utilize radius coding in their marketing efforts to research new store locations…determine distance to retail outlets…or develop sales territories.

Dealer Radius Processing

Our dealer radius system allows you to target your direct mail promotions within your defined retail location market area. By entering the ZIP+4® geo-coding point, or your store’s location and the mile radius you may wish to penetrate. Our system will provide you with all the applicable zip codes within your retail locations trading area.

“Facebook was the most visited site on the internet in the US for 2010, beating Google out of its crown.” – Hitwise

As social media evolves, it continues to prove its place in the corporate marketing mix and is clearly making an impact on the way businesses communicate with their customers.

A recent survey from Digital Brand Expressions reported that 78% of the corporate respondents were using social media in 2010, 59% said they did not have a strategic plan in place to guide activities, and 31% of those have no metrics to measure the ROI of social media activities.

How well can you answer the following questions about your social media initiatives:

• Is Social Media an effective medium for your organization?
• How many of your customers and prospects are using social media?
• Which social network is most used by your customers?
• Are you concentrating on the right social networks?
• Which strategies will work with your audience?
• Are you using every opportunity to connect with customers?

A first step towards  implementing a corporate social strategy is to get an idea of where your customers are on the social landscape.

Our Social Media Append service will match your customer file on first name, last name and postal or email address and append valuable social media data to individual customer records. Once social data has been appended, an in-depth analysis can be performed, arming you with insightful information to leverage the data towards an effective social media plan and overall strategy. Learn which social networks your customers are most active on,  build effective audience segments and engage customers on a new a targeted level.

According to a Data Matching Survey produced by Hotwire, 89% of respondents estimated they have 5-20% duplicates in their database.

Whether you’re marketing via email or postal, not being able to identify and consolidate duplicate records can increase marketing costs and resources.

Merge/Purge is the process that identifies duplicate records that are returned from a matching process. A matching strategy can be based on one field, multiple fields, and/or a subset of each field.

If you are spending twice as much in promotional campaigns by mailing to the same customer (or prospect) or simply recording transaction history under two separate records, identifying and consolidating duplicate records can instantly add more to your bottom line.

Anchor’s merge/purge programs capture even the most complicated record matches thereby enabling you to eliminate duplicate mailings.

Here are some key benefits:

• Reduce marketing campaign costs
• Increase ROI
• Identify and analyze multi-buyers
• Customize the duplicate identification process to meet your requirements
• Easy to read analysis reports
• Develop smarter marketing campaigns based on reported data
• Receive better matches by selecting any data elements
• Resolve all issues with access to dedicated customer support

Anchor will identify duplicate records based upon your marketing criteria, allowing us to accurately consolidate all details under a single record.

IMAGE CRUSHER, our proprietary matching logic uses a multiple image methodology that allows for complete flexibility in identifying duplicates. The reliability and flexibility of our system allows adjustments to suit each client’s unique requirements and accurately handles both consumer and business information.

Give your marketing program a LIFT & start saving on duplicate records!

Farmingdale, NY — Anchor Computer, founded in 1974, a full service database marketing service bureau and data provider, announces new services available for existing and new clients. Anchor Computer has specialized and is an industry leader in providing direct and digital marketers with:

• Merge/Purge
• Data enhancement
• NCOA
• Email appending, hygiene, ECOA (Email Address Update) and campaign services
• Name, Address, Phone & Email verification and correction
• Data analysis and cleansing
• Database Design, Implementation and Hosting and Maintenance

Anchor is pleased to announce that Fred Milman, a 25 year industry veteran, will head up the Professional Consulting Services group. Fred has been a senior consultant for David Shepard Associates since 1985.

Anchor will now offer consulting services that include:

• Multi-Channel Marketing
• Strategic Planning and Marketing Tactics Design and Implementation
• Strategic Testing and Analysis
  
• Predictive Modeling and Segmentation, Design and Implementation, Business Intelligence and Data Mining Strategic Planning
• Forecasting and Analysis
• CRM Strategies and Contact Strategy and Optimization
• Project and Program Management
  
• Business Audits and Opportunity Analysis

Len Schenker, Anchor founder and CEO, said “These services are meant to enhance our core competencies and are a natural extension of what we do. We help clients become more efficient marketers and by offering these services we can better deliver on that promise. Today, clients not only want our traditional services, but they want a partner that can help them add profits to the bottom line.”
(read full press release)