Response Data is (even) Bigger Data

Good afternoon, ladies and gentlemen. I'm Ari Ginsberg, and I'm here to share with you a journey that spans three decades, filled with insights, innovations, and above all, results.

Thirty years ago, I made a pivotal decision. I left behind the world of accounting to join my uncle's business. Uncle Howard was a 60-year-old divorcee who lived and worked in a rent control building in New York City. And in that seemingly ordinary space, Howard crafted something extraordinary —an empire built on the foundation of data, response data.

You see, Howard was a list broker. He specialized in providing mailing lists to direct mailers. It wasn't long before Howard had to move his multi-million-dollar business to a “real” office in one of the more prestigious areas in NYC. What was his secret and why did many of the direct mailers at that time love his data and his lists? The answer is the topic of this presentation “Response Data is Even Bigger Data”. Howard Linzer believed that a buyer would be a buyer over and over again. And so, he meticulously insisted on using only response lists for his clients, shunning conventional wisdom and charting a course of his own. And it worked for countless mailers across various industries and verticals.

In 1998, I founded Contact Marketing. For the past 25 years, Contact Marketing has been synonymous with excellence in providing response data to mailers of all sizes. From industry titans like AOL (I know I’m dating myself) and financial giants like Amex and Discover to retailers such as Fingerhut and Swiss Colony, our data has powered marketing campaigns that have left an indelible mark.

Today, a significant portion of our business revolves around working closely with leading insurance mailers. They've confided in us, sharing that the response rates from our data surpass any big data source they've ever used. But what exactly is response data?

Response data, my friends, is the lifeblood of effective marketing. It comprises lists of active buyers—consumers who have recently bought or otherwise engaged with a product or service through direct mail campaigns, TV ads, online promotions, and more. These are the individuals who are primed and ready to make a purchase, to take action, to respond.

What are the different sources or different types of response data?

The classic responder is to Direct mail offers such as catalogs, magazine and sweep subscribers. They can be direct response prospects from TV infomercials (again dating myself) as well as Donors to charitable causes (usually accompanied by a sweeps offer as well).

But here's the kicker: active buyers represent just 3% of each target market. Yes, you heard that right—just 3%. These lists may be smaller in size, with fewer data points, and a higher price tag, but the proof is in the pudding. Or rather, the proof is in the response and conversion rates that our mailers consistently achieve.

And that brings me to my next point. You see, I don't need to convince you of the value of active prospects. You deal with them daily, you call them “leads”. You generate leads using online ads, social ads, email, phone, and yes, even direct mail. In fact, roughly 20 years ago when online lead generation became a thing, Contact Marketing was the first to introduce Online Generated Postal Leads to direct mailers. It didn’t take long before this new source of response data became the leading source of response data.

And here's where it gets interesting. Direct mail is experiencing a resurgence—a renaissance if you will. Yet, many companies turn to big, compiled data, overlooking the potency of response-driven strategies. But let me be clear: big data works. I should know—I was a pioneer in the big data industry. But response data? Response data works even better.

So, here's my proposition: For those in the Medicare or related insurance sectors seeking proactive prospects that are eagerly anticipating your mail, Contact Marketing has teamed up with a leading direct mail agency to optimize your outreach using our proprietary response data.

But that's not all. For lead providers, I invite you to join us in expanding the reach of response data to both new and existing mailers, while unlocking a new revenue stream for your business. Together, we can revolutionize the way marketing is done, one response at a time.

As promised, here are some statistics showcasing the results our mailers achieve, segmented by response source. Notice how response and conversion rates vary, yet the effectiveness remains consistent.

Thank you for your time, for your attention, and for joining me on this journey. I eagerly await your response.