1. Invest in the best customers. Analyze the long-term value of new customers by source to identify the sources of the most profitable new names. Align customer acquisition strategies to invest more heavily in sources of higher value customers.

2. Look for successes within failed campaigns. Investigate niches that contribute greater responses than the average campaign. Drill down to better understand these groups and the opportunity to expand the list universe to include more of them.

3. Match back all marketing efforts. With the Internet accounting for 50 percent of transactions in many companies, response analysis using name and address match-back is critical to attribute which channels influenced the purchasing decision. In today's sophisticated marketing environment, customers are exposed to numerous promotions through multiple channels. Without the match-back applied to an integrated marketing program, each mail cell would get credit for just one-half of the acquisitions it actually generates.

4. Choose content over placement. Every potential new customer has a messaging preference that should be used to tailor content. True relevance lies in the context of a marketing message, not merely in strategic placement. Using information about your customers' attitudes will help craft meaningful and effective messages and offers.

5. Let your customers be heard. The growing social network arena is increasing word-of-mouth effect on consumers. Identify optimal search keywords to drive online users to give feedback on your products in an informal situation. Capitalize on social, community and word-of-mouth opportunities that consumers increasingly trust due to the user-generated content.

6. Test, test, and test again. Effective targeting means establishing a test-and-learn environment and defining a budget to evaluate targets, offers and messages. Data-based decision making will ensure an effective acquisition framework as well as the results to substantiate future marketing investment decisions.

7. Come back to the original source. Track and evaluate banners, paid search terms and other online sources of new customers the same way you evaluate rented lists. Measure online activity and apply analytics to Web sites monthly — if not more frequently, depending on Web site objectives and activity.

8. Look outside the box. Co-marketing opportunities can be a highly effective part of any program as long as they are targeted correctly. Identify what the top 5 percent of customers ³look like² in order to profile and mirror their behaviors, attitudes and triggers in acquisition efforts. Understanding behaviors leads to better knowledge of the best customer as well as the other marketing vehicles that are relevant to that customer.

9. Fresh prospect names perform best. Organize merge schedules to take advantage of the updates on the biggest prospect lists and to minimize the time between the update and the drop date of your marketing piece.

10. Treat your customers well. Respect and strive to understand your customers and they will bring new customers. Referrals are a powerful resource. A solid referral program based on great customer experiences is worth the investment.

Author: Tim Mabee