Category: Direct Marketing

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Custom Audiences Direct Marketing Email Marketing Multichannel Campaigns Pre-built Audiences

Spring Into The New Season

Spring Into The New Season

As winter fades and spring emerges, many people embrace the annual ritual of spring cleaning. This is a time when people purge their homes of clutter, refresh their living spaces, beautify their gardens and prepare for the warm months ahead. According to a report by Nielsen, there is a notable increase in cleaning product sales in the spring months in the United States. The report states that sales of household cleaning products increase by an average of 7% in March compared to February, and by 11% in April compared to February.

For marketers, this season represents a time of renewal and rejuvenation, making it an ideal opportunity for businesses to launch marketing campaigns that resonate with their target audience. By utilizing dedicated data segments, marketers can create targeted campaigns that capitalize on the spring cleaning fervor and drive engagement and sales.

Behavioral Data – Identifying Key Consumer Trends

Behavioral data, which includes purchasing history, web browsing patterns, and social media activity, offers invaluable insights into consumer habits and preferences. Analyzing this data can reveal trends in purchasing behavior, such as increased interest in specific products or services during the spring months. 

Take a look at some of the dedicated data segments Media Source Solutions has available for your upcoming spring campaigns:

Your New Home – Time to Decorate

The first time you open the door and cross the threshold into your new home, it can evoke many different feelings. Trying to envision how to arrange furniture, color schemes, flooring, window treatments and accessories is enough to make a new movers head spin! These new movers look for interior design, landscaping and decorating ideas using catalogs or subscribing to book clubs and magazines. Take advantage of the Your New Home consumers’ known traits – credit card users, broadband subscribers, internet buyers, mail order buyers and retail buyers – to help make your next campaign a success. Learn more about this data segment >

Searched & Purchased – Home Improvement / Cleaning Tool Buyers

This file has actual buyers of cleaning product tools because as long as you have to do it, why not have the best tools to help you? All the Searched & Purchased – Home Improvement/Cleaning Tools Buyers have used their mobile devices to download a QR code, read a QR code or barcode of a variety of cleaning product tools.  Learn more about this data segment >

Broccoli, Bulbs & Blooms – The Complete Gardener

The gardeners here know to plant bulbs in the fall so they will have beautiful blooms in the spring! The Broccoli, Bulbs & Blooms Gardeners enjoy attending annual Flower Shows, Home & Garden Shows in addition to being frequent buyers at the garden centers near their homes.  Age, income, product, lifestyle and Trigger data (new phone, new home, newly issued credit cards) selects are available. Learn more about this data segment >

Alterna Holistic Healthy Gardening

Whether you want to reach the occasional indoor gardener or the avid outdoor gardener, Alterna Holistic Healthy Gardening has them all. The consumers who make up this file care about the quality of the food they eat, protecting their indoor and outdoor environments and use organic gardening techniques to produce earth friendly flowers and produce. Learn more about this data segment >

My Perfect Home

Different tastes in interior decorating help keep the home décor industry thriving! The home decorators here enjoy finding the perfect accent to turn a room from being “blah” to beautiful. The consumers who make up the My Perfect Home list look for interior design, landscaping and decorating ideas using catalogs or subscribing to book clubs and magazines. Learn more about this data segment >

Together Time – Home & Garden

The Together Time – Home & Garden consumers enjoy spending time with their families outdoors. Whether it’s planting an old-fashioned “Victory Garden” or a beautiful cutting garden for flowers, they all join in on the fun. Sourced from transactional data, this buyer/subscriber file is ideal for magazine, book, outdoor furniture, credit card and catalog offers. Learn more about this data segment >

Demographic Data – Catering to Your Audience

Understanding the demographic makeup of your target audience is crucial for creating personalized, relevant marketing campaigns. Age, gender, income, and geographic location are just a few of the key demographic data points to consider when planning your spring cleaning campaign. Utilize demographic data to create tailored messaging that speaks directly to your audience’s unique needs and interests.

Younger consumers, especially those in their 20s and 30s, tend to be more mobile and transient, making them more likely to move frequently and accumulate less clutter. They are also more likely to be renters, which means they may be more receptive to products and services that can help them quickly and easily spruce up their living spaces. For this demographic, marketing campaigns that focus on convenience, portability, and affordability can be particularly effective.

On the other hand, older consumers, especially those over 50, may be more established in their homes and communities. They are more likely to be homeowners and may have accumulated more possessions over the years. These consumers may be looking for products and services that help them manage their belongings more effectively, such as storage solutions or professional organization services. Marketing campaigns that focus on quality, durability, and long-term value can be particularly effective for this demographic.

In a recent analysis by independent data evaluator, Truthset, they yet again found our demographic data to be amongst the best in the business. Media Source Solutions recognizes how important accuracy is for marketers in their campaigns and that’s why all of our data is validated with 5+ declared touch points per record for performance & quality assurance.

Custom Segments – Reach Your Niche

Looking for something specific? We can create your perfect segment with a custom audience built solely for you. Simply provide us with a list of keywords and we will return a custom audience within 72 hours. Whatever your audience is searching for, we can identify them.

Get Started With Your Spring Campaign

Spring presents a unique opportunity for marketers to engage with consumers who are in a mindset of renewal and rebirth. By leveraging specific Media Source Solutions’ data, marketers can create targeted campaigns that resonate with consumers and drive sales. Whether it’s by targeting specific behaviors, interests or demographics, marketers can use data to create campaigns that speak directly to consumers’ needs. 

Our 3000+ pre-built segments, including demographic data, transactional data, behavioral data and location-based data, are ideal for your upcoming marketing campaigns. Whether you’re looking for direct mail, email, CTV or digital data, talk to us about your needs today.

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Direct Marketing Email Marketing Multichannel Campaigns Pre-built Audiences

New Year’s Resolutions Audiences

New Year's Resolutions Audiences

Looking to target consumers in market for products and services related to their New Year’s Resolutions? From resolutions around weight loss and fitness, to eating healthily and stopping smoking, Media Source Solutions has the pre-built audience you need to reach consumers who will be actively searching for your product in the new year.

Resolution 1: Stop Smoking

Our audience ‘Smokers @Email Address’ is perfect for advertisers who wish to target smokers in their marketing campaigns. These consumers have responded to surveys concerning their use of tobacco products.

Universe: 3,156,400

Find out more

Resolution 2: Get Fit

Try our audience ‘Color Me Pink – Women’s Health & Wellness’, which includes women who are interested in mobile exercise apps, yoga and becoming gym members as they try to find a work/life balance.

Universe: 2,850,000

Find out more

Resolution 3: Eat More Healthily

Try our audience ‘Self Health and Nutritional Wellbeing’, made up of consumers who wish to eat more healthily by consuming super foods and eating a balanced diet as well as by taking nutritional supplements.

Universe: 3,900,000

Find out more

Resolution 4: Lose Weight

This audience ‘Weight No More – Weight Loss Consumers’ is made up of consumers who wish to lose weight and are regularly shopping for and buying their favorite health and weight loss related products.

Universe: 2,500,000

Find out more

Start Your Campaign Today

Get started with your campaign today by talking to us about your needs. Whether you’d like to try a pre-built audience or a custom audience we’re here to discuss your marketing objectives and help make that campaign a success.

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Custom Audiences Direct Marketing Email Marketing Multichannel Campaigns Pre-built Audiences

Making the most of the Home-Buying Boom

Taking Advantage of the Home-Buying Boom

Spring and summer are always a traditional time for people to move but the US housing market has been experiencing a bit of a boom of late. Fueled by increased demand for space, thanks to the pandemic, as well as a buoyant job market, the median US home price for active listings grew to a record high of $405,000 in March. And according to Bill Adams, chief economist for Comerica Bank, there should still be a 10% overall increase in prices this year.

What does the upward swing in the housing market mean for marketers then? How can they take advantage of the trend? Media Source Solutions is here to explain it to you.

Targeting New Homeowners with Trigger Data

What if you could catch consumers just as they come in-market for your services? That’s the beauty of our Triggerpoint audiences. These segments are designed to enable you to reach consumers and businesses at key life stages – such as buying a new home -, ensuring whoever receives your marketing message is always in-market for your services.

Simply tell us which lifestage you’re most interested in reaching including new homeowners, new movers, pre-movers and apartment seekers. As always with all of our data, these audiences are multichannel, making them perfect for your email, direct mail, social, CTV and digital campaigns. These audiences are ideal for moving companies, broadband firms, self storage companies as well as furniture companies, interior design firms and many more.

Home Décor, Furniture & Furnishings Galore

Speaking of interior design, we have numerous pre-built audiences in this category, from our Finer Living High-End Homeowners to Prestige Home Décor Average American Buyer audience.

Moving into a new home is a life changing trigger and what better time to start over with a fresh new look? The consumers in these segments are ready to spackle, paint, carpet and tile every square inch of their homes until they achieve the results they are trying to create. Sourced from directories, new homeowner records, known subscribers, mail order buyers and home show attendees, our home décor pre-built audiences are opted-in to receive offers relating to their personal preference in home décor.

Can’t find the pre-built audience you’re looking for? Try a custom audience. With this option, marketers can be very selective about their data needs and provide us with a list of keywords that will help us to identify users who are searching for a brand, product or service of your choosing across the web. We’ll then be able to build you a custom audience within 72hrs based on your exact requirements.

Furry Friends Join the Ranks

Pets are also proving a major factor when people choose the home they want to buy. A 2021 Consumer Housing Trends Report from Zillow found that 73% of homebuyers report having at least one pet at home. Many of these prospective homebuyers are looking for homes with more space, especially as people continue to work from home along with their pets.

How can marketers reach these pet owners? Again, Media Source Solutions has the answer, with our various pre-built pet segments. Try, for example, our Pawsitively Pets – Pet Store & Catalog Buyers or our Pets Are Family – Pet Lovers audiences.

Making the Most of Soon-to-Be Families Feathering Their Nest

Another trend linked to the housing boom which may not seem so obvious is the rise in birth rate. Research from economists Michael Lovenheim and Kevin J. Mumford shows that homeowners are more likely to have children when their home value increases. And given that The New York Times found that US homeowners have gained more than $6 trillion in housing wealth during the pandemic, we should potentially be on the lookout for a rise in births.

What does this mean for marketers? At Media Source Solutions we can help marketers identify new parents as well as expanding families. Our pre-built audience The Stork Has Arrived includes consumers who buy infant clothes, books, subscribe to magazines and of course, buy toys! They also register online or at ‘bricks and mortar’ stores with their ‘wish list’ for their new baby.

Sourced from public records, co-registration sites, product registrations; self reported data, and internet registrations, take advantage of these prenatal consumers’ known traits – credit card users, broadband subscribers, internet buyers, mail order buyers and retail buyers.

Start Your Campaign Today

Get started with your campaign today by talking to us about your needs. Whether you’d like to try our triggerpoint data, a pre-built audience or a custom audience we’re here to discuss your marketing objectives and help make that campaign a success.

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CTV Marketing Direct Marketing Email Marketing Multichannel Campaigns

Every Channel Has Its Purpose

Every Channel Has Its Purpose

Recently I came across a blog post which stated that direct mail tends “to go straight into people’s trash” and is “a waste of money.” The blog post went on to advise marketers to focus on email marketing instead. Now I don’t want to suggest that there’s anything wrong with email marketing – it’s a channel that we support here at Media Source Solutions and our clients have seen a lot of success in their email campaigns. And certainly it’s true that per contact reached, direct mail campaigns will cost more than an email campaign.

But surely we shouldn’t make things so simplistic and disregard an entire marketing channel, without even considering the purpose of the campaign, the industry the brand works in and the type of audience the brand wants to reach. 

I am very much a firm believer that every channel has its purpose and the skill of the marketer is to pick and choose which channel will prove effective in their upcoming campaign. Having assisted many marketers over the years with targeted data for their multichannel marketing campaigns, these are some of the nuggets of wisdom I’ve picked up along the way.

Don’t disregard direct mail just yet

I think it was back in the late 90s when dot coms were all the rage that the phrase “direct mail is dead” started to be uttered from marketers’ lips. Email was the new fashion – Meg Ryan and Tom Hanks were at it after all – and the days of direct mail looked numbered. Ironically, email was also the saviour of direct mail. In the early 2000s, as email inboxes flooded and people’s physical mail boxes remained on the whole empty, marketers began to see an interesting trend – direct mail campaigns were performing.

Email for most marketers has now become the norm, to the extent that, receiving something through the post can be a great way to grab people’s attention. For some industries, it can also be a way to show you care. For example in B2B, yes, some lower-tier clients may only receive an email, whilst for top-tier clients, marketers may prefer a more personal touch with direct mail. The same could be said for brands in the luxury sphere.

As well as considering the industry, marketers should consider the demographics of the audience they’re trying to target. For example, consumers over the age of 65 are much more likely to respond well to a direct mail campaign. A study showed that seniors still prefer print communications even if they are becoming more comfortable with digital content. At Media Source Solutions, we’ve seen evidence of this firsthand when a direct marketing company approached us, looking to source a data file of consumers aged 45+ with an income of less $40K for a direct mail customer acquisition campaign. The campaign achieved a 3% conversion rate and due to the excellent results produced, the company continues to use our direct mail data for their campaigns.

When email marketing makes sense – and when it doesn’t

If I’ve given the impression that I’m averse to email marketing up until this point, I promise that is not the case! But it is frustrating to see email being used as a catch-all marketing channel by some marketers, with no thought as to whether it’s appropriate for the audience or the campaign objective. And of course, the more we abuse email marketing, the tougher the anti-SPAM rules will become, and the more difficult it will be to use this cost-effective and performing channel.

One of the reasons why email is so ubiquitous on the marketing plan is that it can be used at all stages of the funnel: from building brand awareness, to nurturing leads and obtaining prospects, to generating sales. For this reason, it’s perhaps best to consider when email marketing doesn’t make sense for your campaign. You have a huge number of cold prospects you want to reach and your list isn’t segmented.

While high volume email is possible, it requires help from a specialized email service provider – Mailchimp won’t suffice. In addition, working with a large amount of data that hasn’t been segmented is unlikely to result in the performance you would be looking for. High-volume email data is something we support our clients with but we would always recommend being as targeted as possible. If the client shares their campaign objective with us, we can also use behavioral targeting to ensure the consumer or business emails we provide have taken a similar action to their campaign objective recently, e.g. submitted a form.

You want to run a campaign to prospects but you only have their email address and no other data. Obviously, it’s possible to still run an email campaign in this instance but you may well find it doesn’t perform as well as you’d like. Email generally always generates higher engagement rates when marketers have enough data in order to personalize the email to the user. For example, something as simple as including the audience’s first name in the subject line can increase the open rate by 26% according to Campaign Monitor. In addition a study by Experian showed personalized emails deliver 6x higher transactional rates.

If you do find yourself in the situation where you want to run an email campaign but don’t have enough data on your audience, remember that data providers like Media Source Solutions are out there to help. Our data append service allows marketers to send us what data they do have, and specify which fields they’d like added such as name, address etc.

CTV – the new kid on the block

CTV is another channel that has received a lot of press recently. Much of this has been driven by the Covid-19 pandemic, with households spending more time at home and therefore in front of their TV. A recent Samsung study revealed that more than 60% of all viewing time in the US is now spent on streaming services.

CTV is great as it enables marketers to be much more targeted in comparison to traditional TV ads. But keep in mind that this channel is still best suited to brand awareness campaigns. Due to the simple reason that users cannot click on their TV screens, the customer conversion journey may well involve a CTV touchpoint but it will most definitely not end there – prospects will always convert using a different device.

Integrated multichannel marketing campaigns

We are big believers here at Media Source Solutions in the power of integrated multichannel marketing campaigns. That’s why we provide data from across the marketing spectrum, including: email, telephone, postal, hashed emails, cookies, IPs, MAIDs and CTV IDs. The marketing mix is a smorgasbord of channels marketers can choose from. Don’t limit yourself to just one thing from the menu.

Are you interested in making your multichannel marketing campaigns perform better via scalable and accurate data? Talk to us today to discuss your needs.

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