NEW YORK, June 26, 2013 – Paradysz, a leading integrated media and multichannel marketing agency, announced today that four new members, including fundraisers, American Kidney Fund, Memorial Sloan-Kettering Cancer Center, Marine Toys for Tots Foundation, and publisher, Mayo Clinic Health Letter have joined its HelixTM name-optimization and list-exchange program. This database currently manages over 20 million names, along with associated demographic attributes.
Helix was developed to address the challenges facing marketers utilizing direct mail today – including sourcing productive names, rising mail costs and decreased performance levels associated with acquisition efforts. Helix has allowed members to source high-affinity names with unprecedented performance gains and increased universe growth potential. Using profile and match affinity data, members are able to exchange only the top performing names from their core exchange files and establish new exchange relationships outside of their sector, further expanding the reach of these low-cost, responsive names.
While Helix initially served as a nonprofit focused solution, the team at Paradysz recognized the need for the application across other industries, namely the publishing market which shares a strong demographic affinity with fundraising. This sector has changed dramatically over the past years with circulation and subscription rates dropping as readers turn to digital forms of content. Although the costs of direct mail have increased, it continues to be a key channel for publishers to grow their new to file customers and generate incremental subscriptions. In order to accomplish this, publishers need new and efficient sources of names that perform. Paradysz can fulfill this need by applying custom models and appending publishing source overlays on the Helix database that will help identify nonprofit source names that are likely acquisition targets for new subscribers. In the same manner, growth into the publishing market will create new sources of exchange names for core nonprofit members.
“Publishers have long been among the most sophisticated marketers using direct mail, and we believe that will continue,” said John Ernst, Chief Strategy Officer at Paradysz. “With 23 years of media, data and analytics experience at our disposal, we are confident our Helix solution can now help publishers and nonprofits tap into new list sources in an incredibly methodical and efficient way.”
With its direct and digital businesses, Paradysz’s core capabilities are understanding, targeting, acquiring, cultivating and optimizing donors and customers for its clients. Through comprehensive experience in multiple media channels, including direct mail, print, search, social, display, email and mobile, as well as strategic and creative capabilities, the company leverages proprietary research tools and an obsessive focus on performance to help clients make the most informed marketing decisions. With a client list that’s a Who’s-Who of premier nonprofit and commercial organizations, Paradysz has continued to grow its reputation as one of the industry’s critical thinkers and leaders.