The List, the Offer, or the Creative – which drives direct marketing success?

There are three elements that make up the success of any marketing campaign:  the List, the Offer, and the Creative. But, which is most important? Designers will say, “it's the compelling design that grabs a prospect's attention and elicits action”. Copywriters will tell you that, “it is the way the offer is crafted that makes all the difference”.  

Both are wrong – it’s the List (also known as the target audience or the database). Studies have shown that a good prospect list is the most critical factor to a campaign’s success by a margin of 2-to-1-to-1. Regardless of the media you use (digital, direct mail, email, social media, or telemarketing), a good prospect list is up-to-date and targeted with laser precision. If it isn't, you may find out too late that your offer and creative were perfect, but the right people didn't see them, leading to an expensive disappointment. 

A ‘responsive’ list (one where the contacts have a history of purchasing products or services like yours) is better than a ‘compiled’ list. And, a 'qualified in-market’ prospect list (active shoppers, further refined to match your best customer personas) beats them both.

Digital Listening

Praqtical Marketing Works' Digital Listening solution is the best way to identify in-market prospective customers actively searching for the products and services you offer. It’s like a robotic sentinel monitoring the Internet for prospects using keywords relevant to your business. These keywords can be products, features, competitors’ brand names, or other common search terms. But, this isn’t search engine marketing or PPC – it’s much better. Here’s how: 

  • Digital Listening provides “in-market” prospects – these are the very best leads – people actively shopping for the products and services you sell.

  • It provides you with a name and an email address, not just a click, and you can reach out as often as you’d like.

  • Real-time leads to hand off to your sales team for immediate follow-up or feed into your CRM or marketing automation for scoring and drip marketing.

  • Digital Listening is compliant with CCPA data protection and privacy rules.

  • Best of all, you’ll lower your customer acquisition costs and boost ROI. 

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Identify anonymous website visitors

Some of your best prospects have already visited your website. You know they're interested and actively shopping – you just don't know who they are. In fact, nearly 90% of site traffic remains anonymous. You might follow them around the Web with generic, cookie-based retargeting ads, but there is a better way. ​


Praqtical Marketing Works captures unique visitor data and coordinates with our data intelligence partners to 'unmask' anonymous website visitors and acquire their contact information. These records are then purified through demographic or firmographic filters, based upon your business rules. The result is a list of highly receptive, pre-qualified prospects, ready to be nurtured through the remaining sales funnel, in whichever medium is strategically appropriate (digital, direct mail, email, social media, or telemarketing), and converted into customers. 

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Market to consumers at physical locations

With Praqtical Marketing Works' GeoFraming Technology, you can identify prospects and/or customers that enter your brick-and-mortar store, visit a car lot after hours or weekends, tour a home for sale, visit a competitor's location or attend an event. Similar to the process for anonymous website visitors, these records are then enhanced to create information-rich profiles of the very best prospects. These uniquely curated and qualified leads can be dropped into marketing automation for nurturing or handed off to a sales team for immediate follow-up. 

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Other data and list services

Greater marketing results come from the combination of new technologies and marketing intelligence. Praqtical Marketing Works partners with leaders in the fields of data analytics and decision science to provide: 

  • Descriptive Modeling - cluster analysis, segmentation, market and personality profiling

  • Predictive Modeling - target selection, flight risk analysis, and next logical product cross-sell analysis

  • Data augmentation and analysis to segment, clone, and create targeting personas of existing customers

  • Data append, including email address, landline and cellular telephone numbers

  • CASS processing

  • Deceased suppression

  • NCOA (National Change of Address) services


Contact us today to get aimed in the right direction with a highly-targeted 'in-market' prospect list for your business.