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©1998-2010SmithBrowningDirect,Inc.AllRightsReserved.5.WhatEveryDirectMarketerNeedsToKnowAboutMarketingDatabases数据库营销----直复营销人员需要了解的营销数据库知

识1©1998-2010SmithBrowningDirect,Inc.AllRightsReserved.DirectMarketingAssociation2Whydowehavedatabases?一、为什么要建立数据库？➢Toknowourcustomers了

解顾客➢Whatproductstosellthem要卖什么产品➢Howtoretainthem如何维护客户➢Howtofindmorelikethem如何寻找更多的和他们一样的客户©DirectMarketingAssociation3WhatisDatabaseMarketing?二

、什么是数据库营销？Definition定义•Thecollection,analysis,anduseofinformationaboutcustomersandtheirbuyinghabits,demographicin

formation,lifestyles,andothersuchdata.收集、分析和使用客户信息以及购买习惯、人口统计信息、生活方式及其他有关数据。•Thisinformationisusedtobuildprofi

lesofcustomers,totargetcustomersegments,todeveloppersonalizedmail,tobuildrelationshipsandtoencouragerepeatpurchase,incre

aselifetimevalue,andpromoteloyalty.使用这些信息建立客户档案，锁定目标客户群，开发个性化邮件，建立客户关系并鼓励重复购买，提高终身价值及客户忠诚度。©1998-2010SmithBrowningDir

ect,Inc.AllRightsReserved.DirectMarketingAssociation4DatabaseMarketing数据库营销Howwelldoyouknowyourcustomers?你对你的客户了解多少？•U

singyourdatabasetobuildrelationshipswithcustomerscanbehighlyprofitable通过使用您的数据库与客户建立关系，可以获取高额利润•It’slike“Mar

ketingwithaMemory”这就像是“带有记忆的市场营销”©1998-2010SmithBrowningDirect,Inc.AllRightsReserved.DirectMarketingAssociation5•Befor

eyoubuildyourmarketingdatabase,youhavetohaveasourceofinformationaboutcustomers在建立自己的营销数据库之前，你必须要有相关客户的信息

来源•3waysyoucanstarttobuildnamesandinformationonpeople通过3种方式，你就可以开始建立有关人名和信息的数据三、如何获取数据63Waystogetinformationonprospectsandcus

tomers获取潜在客户及现有客户信息的三种方法1.Compileyourownlist建立自己的名录–Customers,websiteregistrants,inquirers,eventattendees,referrals,andothe

rs网站注册者，咨询者，活动参与者，被介绍者及其他2.Rentalist租借名录–Otherorganization’slists其他机构的名录•Magazines,catalogs,charities,membershiporganizationsandothers杂志，目录，慈善机构

，会员组织及其他机构–Compiledlists编纂过的名录3.Exchangelistswithbusinesspartners与业务合作伙伴交换名录©2010SmithBrowningDirect,Inc.AllRightsReserved.183MMpeoplein121M

Mhomesevents7Manyselections,likenewhomeownersLife消费者名录来源：–Telephonelistings电话黄页–Publicrecords:deeds,birthrecords,etc.公共

记录：行为，出生记录等–Voterregistrations,automobileownership选民登记，汽车所有权–SurveysandProductRegistrations调查和产品注册•Censustra

ctdata人口普查数据Demographics©2010SmithBrowningDirect,Inc.AllRightsReserved.CompiledLists已建立的名录•Consumerlistsour

ces:人口统计信息重大事件©2010SmithBrowningDirect,Inc.AllRightsReserved.8企业名录来源：–Telephonedirectories电话黄页–Publicrecords公共记录–Prof

essionalassociations专业协会–Commercialdirectories商业目录•Overlaidwithindustrydata附有行业数据的18MMprofessionalsin15MMcompaniesSizeofco

mpanyTypeofCompanyCompiledLists已建立的名录•Businesslistsources:BusinessTitles公司规模行业类别©1998-2010SmithBrowningDirect,Inc.AllRightsRe

served.DirectMarketingAssociation9Rentinganothercompany’slist租用另一家公司的名录–OutsideRentalLists外部租用名录•Directmailresponders直邮

响应者•Buyers,donors,members•购买者，捐助者，会员Subscribers订阅者•Magazines,newsletters杂志，通讯CharitiesMuseumsCatalogs©1998

-2010SmithBrowningDirect,Inc.AllRightsReserved.DirectMarketingAssociation10Warning!Beforeyoumailtooutsidelists警告！利用外部名录

邮寄之前•MergePurge(duplicateelimination)合并清洗（数据去重）▪Savemoney,avoidirritation节约资金，避免激怒客户▪Avoidmailingtocurren

tcustomers避免将邮件发给当前客户©1998-2010SmithBrowningDirect,Inc.AllRightsReserved.DirectMarketingAssociation11TypesofInformationtokeep信息的类型包含•Name,add

ress,phone,email姓名，地址，电话，电子邮件•Promotionsandresponses促销和响应•Purchaseandbehavioraldata购买和行为数据–Alltransactionsindetail所有交易细节–Paymenthistory付款

记录•Demographicsandlifestyledata人口统计和生活方式数据四、1.Transactions交易（数据）6.AppendedData追加的数据3.PromotionsandResponses促销与响应5.WebBeha

vior网络行为（数据）ConsolidatedCustomerMarketingDatabase整合过的客户数据库4.LTV,RFM,ModelScoresSegment#,StatusLevel客户终身价值，RF

M，模型评级，身份级别122.SuppressionData压缩数据WhatIsKeptinaDatabaseRecord数据记录中都包含了哪些信息？CustomerSegmentation客户细分ModelsandAnalytics建模与分析©DirectMarketingAs

sociation整合过的客户数据库DirectMailCampaigns直邮活动HowIstheDatabaseUsed?如何应用数据库EmailCampaigns电子邮件营销活动MobileCampaigns手机营销活动Con

solidatedCustomerMarketingDatabaseStatusLevelRewards身份级别相应的奖励DefectionPrediction缺省（缺陷）预测13WebsiteRecognition网站识别（优化）©DirectMarketingAssociation

14Case:Databaseanalysisimprovesacquisition案例：数据库分析可以提高客户拥有量▪Charitycomparedrevenuefromdonorstogeography根据捐助者的捐款额与其居住的地理位置进行比较▪UsedZipCodeAna

lysis运用邮政编码分析▪Results>60%ofdonationscamefrom17%ofthezipcodes.结果是超过60%的捐助来自于17%的邮政编码区域▪Action:Targetotherprospectswholivedinsamezipcodes.行动：

目标为其他居住在同一邮政编码地址上的潜在客户▪Increasedrevenue增加收入▪Focusedonmostlikelyareasfirst首先关注最有可能的区域▪Nexttheymovedtothenextbestzipcodes接下来转向次好的邮编地址区域▪Youalre

adyhaveaddressesonyourfile.已经拥有了地址▪Inexpensivetouseitforsegmentation利用数据库进行市场细分成本较低©1998-2010SmithBrowningDirect,Inc.AllRightsReserved.DirectMa

rketingAssociation15MostImportantElementBehavioralData:relatingtothepurchasingandusagetraitsofyourcustom

ers五、数据类型及用途（一）行为数据（与客户的购买和使用特点相关的数据）及用途行为数据的应用：•Usedtoguidemarketingstrategy用于指导营销策略•Usedtosegmentandselectaudience

s用于细分和选择受众•Usedtodeterminecustomervalue用于确定顾客价值•Usedtocustomizeoffersandcreative用于提供个性化的诱因和创意•Usedtoalloca

teyourbudget用于分配你的预算©2010SmithBrowningDirect,Inc.AllRightsReserved.16BehavioralData:relatingtothepurchasingandusagetraits

ofyourcustomers行为数据•RecencyFrequencyMonetary-spendpatternsRFM模型（新鲜度、消费频次、消费金额）----消费模式–Basedoncustomer’slastpurchas

e,#oftimestheybuy,amountofmoneytheyspend依据客户最近一次购买，购买次数，消费金额等–Willfindyourbestcustomers(mostrecent,mostfrequent,highestspend)将找到你的最佳客户（最新鲜，最频

繁，消费最高)•Don’tassumethateveryoneisanequallygoodprospectforyourproduct.不要认为所有人都是你产品的良好潜在客户。•Identifyandclearlydefineyourtargetcustom

er.识别并确定你的目标客户•InvestbasedonReturnonInvestment在投资回报分析基础上进行投资©DirectMarketingAssociation17HowtoComputeaRecen

cyCode如何计算客户的新鲜度1.2.3.4.5.PutthemostrecentpurchasedateintoeverycustomerrecordSortdatabasebythatpurchasedate-newesttooldestDivideinto5e

qualgroups-QuintilesNumbergroups“5”(mostrecent)to“1”(mostancient)Putquintilenumberineachcustomerrecord1.把每一个顾客最近的购买日期添加到记录中2.根据购买日期

数据进行排序-由最新到最旧3.分成五个相等的小组（按购买日期）4.将小组按5（最近购买）到1（最早购买）进行编号5.把每一个记录按1到5进行编号ResponseRate响应率183.49%1.25%1.08%0.63%0.26%1.50

%1.00%0.50%0.00%3.50%3.00%2.50%2.00%432RecencyQuintile新鲜度五等分ResponsebyRecencyQuintile新鲜度的五等分响应率4.00%5MostRecent最近购买©DirectMa

rketingAssociation1MostAncient最早购买HowtocomputeaFrequencyCode•Repeatsteps1-5asyoudidwithRecencyCode•Number

groupsfrom5(mostfrequentpurchases)to1purchase•Putquintilenumberineachrecord如何计算消费频次•按照新鲜度的算法重复1-5步•从5（最频繁购买）到1给各组编号•将编号添加到每一个客户记录中去1920如何计算消费金额•按

照新鲜度算法和消费频次算法，重复1-5步骤•从5（消费金额最高）到1（消费金额最低）给各组编号•将编号添加到每一个客户记录中去HowtocomputeaMonetaryCode•Repeatsteps1-5asyoudidwithRecencyandFrequencyCode

s•Numbergroupsfrom5(mostspent)to1(lowestspent)•Putquintilenumberineachrecord©DirectMarketingAssociation©DirectMarketingAssocia

tion211.17%0.88%0.66%0.32%5432100.51Case:MonetaryResponseto$5,000InvestmentOffer案例：投资5000美元诱因引发的消费额响应Percentageofhouseholdspromotedwh

opurchased购买的家庭数量占推广数量的比例1.68%1.5HighestSpenders最高消费LowestSpenders最低消费©DirectMarketingAssociation22Caution:DoNotOveru

seRecency/Frequency/MonetaryCoding注意：不要过度使用“新鲜度/消费频次/消费金额”分类进行促销•Useitsparingly谨慎使用–Ifyouuseitallthetime,halfyourcustomerswillneverhearf

romyou–they’llbelost如果你一直使用，那么一半的客户将不会收到你的信息，你将会流失这些客户–ThetophalfwillsufferfromPromotionFatigue最忠实的一半客户将会忍受促销疲劳•Constructmultipletypesofsegme

ntationsothebestofalltypesofcustomerswillbetargeted构建多种类型的客户细分，这样，所有类型中的最佳客户就会被锁定•Herearesomeotherwaysyoucans

egmentcustomers其他的客户分类方法PastPurchaseBehaviorpredictsfuturepurchases.Previouspurchaseknowledgeshoulddrivefuturemarketing.利用过去的购

买行为预测未来的购买行为，前面的购买将驱动未来的营销Femalecustomerwhoonlybuystheirmen’sclothesforherhusband只为他们的丈夫购买男装的女性顾客Femalecustomerwhoonlybuystheirwomen’

sclothes只购买女装的女性顾客23•CustomizeoffersandsendCustomerswhattheyareinterestedinbuying•提供个性化诱因，并为客户提供他们有兴趣购

买的产品TheTerritoryAheadRetailStore,CatalogandWebMarketerofMen’sandWomen’sClothingTheTerritoryAhead是一家服装零售店，他们通过目录营销及网络进行销售Ev

ent-Drivencontacts事件驱动的顾客沟通Chico’sbirthdaycardwithgiftcertificateChico的生日贺卡及礼品券©DirectMarketingAssociation25•Developeddirectmailc

ampaign-5-stepseries开展直邮活动—5个步骤–Eachmailingcamefromthecustomer’sagent---每个邮件都来自客户的代理人1.Letter2monthsbeforeyearlyrenewal新年到来之前的2个月开

始寄信2.Thankyoucardin1stquarter第一季度寄送感谢卡3.Cross-sellmailingin2ndquarter第二季度进行交叉销售4.Newsletterin3rdquarter第三季

度邮寄简讯5.Seasonalcardin4thquarter第四季度邮寄季节卡Case:HowCustomersBehaveTravelersInsurance案例：顾客行为与旅行保险公司•Analyzedcustomerswhocanceltheirp

olicy分析取消保单的客户行为发现：–62%ofcustomerswholeave,nevertalktoanagentfirst流失客户中的62%，是从不主动与代理人沟通–80%ofpeoplewhotalktoanagentdonotleave.与代理人进行沟

通的80%客户是不会流失的•“Talktothem”withdirectmail用直邮“与他们对话”Results:结果▪Retentionup5.6%保持率上升了5.6%▪Increasedrevenue$14,000pe

ryearperagent每年每个代理增长了14000美元收入©1998-2010SmithBrowningDirect,Inc.AllRightsReserved.26Case:Retention案例：客户保留-Howcontact

frequencycanimpactretention沟通频次如何影响客户保持率Numberofcustomerretentionmailings保留客户邮寄的数量©1998-2010SmithBrowningDirect,Inc.All

RightsReserved.DirectMarketingAssociation27Demographics（二）人口统计学数据ConsumerDemographics1.Age2.Gender3.Income4.Education5.Familysi

ze6.Race/ethnicgroup7.Maritalstatus8.Homeownership9.Occupation10.Lengthofresidence消费者人口统计特征1.年龄2.性别3.收入4.教育5.家庭人数6.种族/民族7.婚姻状况8.

住房9.职业10.居住期AppendedData©1998-2010SmithBrowningDirect,Inc.AllRightsReserved.DirectMarketingAssociation28Demographics统计特征企业统计特征1.行业类型

2.员工数量3.销售量4.办公室或工厂的数量5.从业时间6.主要管理者BusinessDemographics1.2.3.4.5.6.(“Firmographics”)IndustrytypeofemployeesSales

volumeofofficesorplantsHowlonginbusinessKeyexecutivesAppendedData©1998-2010SmithBrowningDirect,Inc.AllRightsReserve

d.DirectMarketingAssociation29ExampleofLifestyleData（三）生活方式数据–alsocalledPsychographics也称为消费心理学Lifestyle,hobbies,interests•

•••••••Dotheytravel?Buyluxuryitems?Aretheyinterestedinantiques?Dotheyski?Playgolf?Whatkindofmusicdotheylike?Aretheygourm

etcooks?Gardeners?Dotheydrinkwine?Aretheyreaders?Whatkindsofbooks?•Dotheyhavepets?生活方式，爱好，兴趣•••••••他们旅行吗？他们购买奢侈品吗？他们对古董感兴趣吗？他们滑雪吗？打高

尔夫吗？他们喜欢什么类型的音乐？他们是美食家吗？喜欢园艺？他们喝酒吗？••他们是读者吗？喜欢读什么类型的书？他们有宠物吗？©1998-2010SmithBrowningDirect,Inc.AllRightsReserved.DirectMarketingAssociation30LifeEve

nts生活事件••••新房购买者初为父母者有刚从大学毕业的孩子新近退休者•Newhomebuyers•Newparents•Haveachildgraduatingfromcollege•Recentlyretired©1998-2010Sm

ithBrowningDirect,Inc.AllRightsReserved.DirectMarketingAssociation31Howdoyougetdemographicandpsychograph

icdata?如何获取人口统计和消费心理数据？•Analyzecustomerpurchases分析客户购买情况•Surveycustomers调查客户•Rentinformationfromprovidersandappendifavailable从供应商租用信

息数据，如有可能追加信息©1998-2010SmithBrowningDirect,Inc.AllRightsReserved.DirectMarketingAssociation32SurveyCustomers"调查客户"KraftFoodscustomizesmagazinebase

donresponses"卡夫食品定制基于回应的杂志•Age•Familysize•Cookingstyle•Languagepreference©1998-2010SmithBrowningDirect

,Inc.AllRightsReserved.DirectMarketingAssociation33六、数据库的应用Usingyourdatabaseinimproveprofits利用数据库提高利润Segmentingyourlist（一）名录细分---二八法则©2010SmithBrown

ingDirect,Inc.AllRightsReserved.34Sales80%Customers20%Pareto’sLaw-The80/20Rule帕累托法则---二八法则Ifeveryonegetsthesamepromotion,budget

sarewastedandprofitssuffer.如果向所有人进行同样的推销，那么预算肯定会浪费，利润也会受到影响。Case:AirfreightCompany(80-20Rule)案例：航空运输公司（80-20法则）•Fiercecompetitiveenvironment•Appended

Firmographicstocustomerdatabase–Industrysegment,salesvolume,#employees•Found:10industries(outof1,050

)=50%ofcustomersand80%ofrevenue•Allocatednewcustomerprospectingbudgettoonlythose10businesssegmentstofindmorecustom

erswho“lookedlike”theirbestcustomers–Targetedonly500,000companies,not24millionuniverse•Protectedtheirc

ustomersfromnewcompetitor’smarketing.Andgrewtheirshareofbusinessinthese10criticalindustries•激烈的竞争环境•追加企业统计特征到客户数据

库–行业细分，销售量，员工数量•发现：10个行业（1050个行业中的）=50%的顾客和80%的收入•只将新客户开发预算用于10个行业，以寻找更多“看似是他们的最佳客户”–只锁定50万家公司，而不是所有的2400万家公司•保护他们的客户不被竞争者进行营销，在这个10个关键行业增加他们的市场

份额©2010SmithBrowningDirect,Inc.AllRightsReserved.Budgetre-allocation预算的重新分配ROIexample投资回报率举例HighROIsegments:3-DMailorClose

d-faceenvelope,personalizedletter,firstclassstamp!投资回报率高的群体：3D邮件或者非开窗信封，个性化的信函，一类邮件邮票。AverageROIsegments:Windoworclosed-faceenvelope,person

alizedletter,advertisingdiscountratepostage!平均投资回报率群体：开窗或不开窗信封，个性化信函，广告折扣率邮费LowerROIsegments:Searchads,Email,bannerads,socialmediaorlowcostdirectmail

!投资回报率低的群体：搜索引擎广告，电子邮件，旗帜广告，社交媒体或者低成本的直邮。"©2010SmithBrowningDirect,Inc.AllRightsReserved.37Targetingprospectswholooklik

eyourbestcustomers（二）锁定最佳客户群PredictiveModeling:预测模型：•Topulldirectresponsemailliststhatlooklikebestcustomers用于引发那些看起来像是最佳客户的直接响应–Reducebudgetwaste减

少预算浪费•Todeterminetherightproductofferandpricefortargetaudiences为目标客户确定正确的产品诱因和价格•Todevelopappealingcopyandcreativeexecutionsfortargets为目标受众制定有吸引力的文案

和创意•Toidentify“atrisk”customersanddevelopappropriateretentionstrategies识别“风险”客户，制定适当的客户保留策略AudienceSelectedf

romCustomerFile从顾客资料中选择受众•CampingWorldPreviousClothingBuyers露营世界的过往的服装购买者•BestCustomerSelect(RFM)最佳客户选择（

根据RFM模型确定）•PredictiveModel预测模型TotalMailing总共邮寄量Mailedcost-effectively100,000insteadofentire350，000邮寄给能带来效益的10万个客户，而不是所有的35万个客户Case:Camp

ingWorldCatalogCross-shoppingPredictiveModelfrom350,000Customers案例：35万客户的“露营世界”目录交叉购买预测模型•CreatedPredictiveModeltofind

mostlikelyclothingbuyers建立预测模型找到最有可能的服装购买者•Whatdidclothingcustomerspurchasebeforebuyingclothing?顾客在购买服装之前购买过

什么•Istherecorrelationbetweentypesofproductsbought?购买的产品之间是否有联系▪Example:Aretentbuyersmorelikelytobuyclothingthanawningbuyers?例如：是否帐篷买家比遮盖棚买家更倾向于购买

服装？受众数量200002000060000100000©1998-2010SmithBrowningDirect,Inc.AllRightsReserved.DirectMarketingAssociation

39CampingWorldPredictiveModelClothingMailerResults“露营世界”预测模型服装邮寄结果受众•PastClothingBuyers以前服装购买者•RFMBestCustomersRFM的最佳客户•PredictiveMo

del预测模型响应率22.0%2.8%8.5%©1998-2010SmithBrowningDirect,Inc.AllRightsReserved.DirectMarketingAssociation

40Whatyou’vebeenwaitingfor…你一直在等待什么…CustomerLifetimeValue（三）客户终身价值©DirectMarketingAssociation41Whatislifetimevalue?什么是终身价值？•Netpresentvalueofthepr

ofittoberealizedontheaveragenewcustomerinagroupduringagivennumberofyears.在一定年限里，从一组新客户产生的平均利润的净现值•Tocomputeit,youmustbeabletotrackcustomersfromy

eartoyear.为了计算，必须能够每年对客户进行跟踪•Need3yearsofdata需要三年的数据©1998-2010SmithBrowningDirect,Inc.AllRightsReserved.DirectMarketingAssociation42Thingsyouneedt

oknowaboutLifetimeValue关于终身价值•Retentionratetendstogoup客户保持率稳定上升•Disloyalcustomersleaveandloyalistsstay不忠诚客户流失，忠诚客户保留•Lo

yalcustomersbuymoreandmakemorevisits忠诚客户不但购买量大，而且到店次数也多•Loyalcustomersarelesscostlytoserve忠诚客户服务成本更低•Loyalc

ustomersaremorelikelytorecommendacompanytotheirfriendsandbusinessassociates忠诚的客户更容易将一个公司介绍给他的朋友或者商业合作伙伴©1998-2010SmithBrowningDi

rect,Inc.AllRightsReserved.DirectMarketingAssociation43ElementsincludedinLifetimeValue(LTV)客户终身价值包含的因素•W

hatisyourcosttoacquireanewcustomer?您获得一个新客户的成本是什么？•Howlongdoesacustomerstaywithyou?一个客户会保持多久？•Howmuchdoesacustomerspe

ndoverthisperiodoftime?这段时间一个客户的成本是多少？•Howmuchprofitdoyoumakeoverthelifetime?在客户的消费终身，你获得了多少利润？•LTV=FrequencyofPurchaseXDurationofLo

yaltyXProfit(contributiontooverheadcosts)终身价值=购买频次X忠诚持续时间X利润（对总成本的贡献）Howmuchcanyouaffordtospendtoacqui

reanewcustomer?你愿意为获取一个新客户付出多少成本？44Example:Ms.Smith’sLifetimeValue例如：史密斯女士的终身价值Buys12timesover3-years

三年购买12次•••••TotalPurchases总共购买次数AverageOrder平均订单价值GrossContribution/Sales总贡献/销售CostofGoods(50%)商品成本（50%）GrossMargin毛利润=12x

$100=$1,200–$600=$600••MarketingCostsFulfillmentCosts营销成本履行成本–$80–$84–($7/orderX12Orders)7美元/订单X12订单•Profit(contributiontooverheadcosts)利润（对总成本的

贡献）=$436©1998-2010SmithBrowningDirect,Inc.AllRightsReserved.DirectMarketingAssociation45HowDatabaseMarketingandLifetimeValueAffectsAcquisition数据库营

销和终身价值如何影响客户获取？Yourcustomerdatabase你的客户数据库1.Acquiringtherightcustomers2.Howtoknowtheyaretherightcust

omers如何知道他们是合适的客户Yourmarketplace你的市场获取合适的客户46Example:Acquiringtherightcustomers例如：获取合适的客户BestCustomers:最佳客户▪50-65

yearsold,married50-65岁，已婚▪Nochildreninhousehold(emptynester)家庭无子女（空巢）▪Havecollegeeducations受过大学以上教育▪Nearingretirement临近退休▪Boughtnewhomeforretirement为

退休买新房▪Newhomeisinspecificneighborhood新家在特定的街区©2010SmithBrowningDirect,Inc.AllRightsReserved.Gross%ResponsetoFreeTrial总响应率%Conver

tedtopaidsubscriber订购率Net%Response净响应率ProfitAt1Yr.第一年利润EnvelopeMailing*信3.34%27%.9%($4,436)Postcard明信片4.46%20.5%.96%$2,418©20

10SmithBrowningDirect,Inc.AllRightsReserved.47Case:MagazineAcquisitionTestTestedanEnvelopeMailingvs.Postcard–BothOfferedFreeTrial案例：杂志获取测试测

试对比：信与明信片--均提供免费试用•EnvelopeMailingPackageincludedaletter,insert,replyformandBusinessreplyenvelope信封中包含了

一封信，插页，回复表格和商业回函信封•Postcardhadofferontopwithperforatedreplycardonbottom明信片顶部有诱因，底部有打孔的回函卡片©1998-2010S

mithBrowningDirect,Inc.AllRightsReserved.DirectMarketingAssociation4854%68%39%30%41%53%78%60%50%40%30%20%10%0%80%70%60%RetentionRateComparison100%

90%NewAcq.Year1Year2Year3Year4Source:GordonGrossman客户保持率的比较EnvelopeMlg.信PostcardMlg.明信片©1998-2010SmithBr

owningDirect,Inc.AllRightsReserved.DirectMarketingAssociation49NetLifetimeRevenueComparison终身净收益比较$33,1

60$53,803$60,000$50,000$40,000$30,000$20,000$10,000$0EnvelopePackage信Postcard明信片50最好的顾客中等的顾客低价值顾客未激活顾客潜在顾客©1998-20

10SmithBrowningDirect,Inc.AllRightsReserved.Retain/Protect保持/保护CrossSell/交叉销售Upgrade向上销售Recapture/再获取Activate激活DirectMark

etingAssociationService/服务Relationship$$$关系Marketing$$$营销Datamining数据挖掘HowDoesSegmentationDriveYourMarketingInvestmentStrategy?如何通过细分来驱动你的营销投资策略？

AttractNewCustomers吸引新顾客