Successfully generate addresses for your direct marketing campaigns
Address generation is about acquiring potential new customers. Address generation – that is, the acquisition of new customer addresses – can take place both offline and online. In offline address generation, this happens, for example, through an advertisement with an attached response element (e.g., an order form) or through a mailing with a return reply card requesting additional information, such as ordering a trial subscription or gaining access to a free handbook, etc.
Compliance with data protection regulations in address generation
Once you have convinced the potential customer of your offer and sparked their interest, they leave their contact details on the order form or return reply card in the pre-filled fields.
As a result, you will acquire a new lead through this address generation measure, which you can use, provided the potential new customer agrees to the processing of their data and can withdraw their consent at any time. Only then can you send them further information via phone, email, or post. These data protection principles must be strictly adhered to during any address generation process.
Lead generation
In online address generation, you acquire leads through surveys, sponsored competitions, or co-registrations. It is important that, within your address generation campaign, you offer your potential new customers added value, such as highlighting exclusive content or webinars, or simply offering your products for sale.
The landing page, where your customer clicks if interested, must naturally be inviting and relate to the offer. If your potential new customer voluntarily leaves their contact information there, it increases the chance of turning them into a valuable customer. If they only left their contact information as part of a competition, however, the question arises as to how interested they really are in your offers. Data protection principles must of course also be observed in online address generation. Only addresses with a Double Opt-In may be contacted, and your potential customer must always have the option to unsubscribe from the newsletter.
Designing the user registration
In address generation, you decide which contact data (postal, email addresses, and/or phone numbers) are relevant to you! The less you ask for, the higher the chance that your potential new customer will agree to share their data. Make sure the registration process is as simple as possible. This includes using simple language and marking all required fields. This way, you avoid your prospect abandoning the registration and thus failing to generate an address successfully.
Using incentives in address generation
If you want to succeed in address generation – that is, acquiring new customer addresses – you should offer incentives in your measures. Your potential customers know that their addresses are valuable assets. Therefore, they are cautious when it comes to sharing their data.
Examples of successful incentives:
- Customer card
- Coupon
- Bonus program
- Discount voucher
- Price reduction
- Service guarantee
- Competition
- Trial subscription
- Free white papers
Successful address generation for direct marketing campaigns
Address generation is successful when prospects become customers. Therefore, it is important to generate high-quality addresses. This naturally involves selecting customer data records that correspond to your target group. We are happy to help you choose the right address lists and successfully generate new addresses. We offer professional address generation services and generate high-quality, qualified leads (B2C or B2B data sets) both domestically and internationally, offline and online.
Your Contact Person for Address Generation
If you would like advice, please contact Sylvia Rübsam (ruebsam@trebbau.com, Tel.: 0221/37646 – 349).