Don’t waste money marketing to people who aren’t receiving your message. Clean up your sales and marketing database to maximize marketing investment.
It can be a big waste of money and time to market to someone who isn’t there to receive your message. It can also be costly to keep mailing or calling, or emailing contacts who are not interested in what you have to offer. So instead, try these direct marketing solutions to clean up your database.
First, consider the minimum amount of information you need about contacts to market to them. You don’t even need a name, although it is impossible to personalize your message without it.
If your marketing programs include direct mail sent via the United States Postal Service, you need an up-to-date address that meets postal standards and qualifies you for postage discounts. Visit the USPS Website (www.usps.gov), and you can learn all you need to know about cleaning up your address records.
In addition, search the Internet using keywords like “list clean up” or “database clean up” or USPS terms like “NCOA” (National Change of Address) or “CASS” (Coding Accuracy Support System).
If you need phone numbers and email addresses, ask the same vendors you found during your Internet search. They often provide this additional “appending” service as one of their direct marketing solutions.
Or peruse the complimentary directories published by many direct marketing magazines and associations. Many of these product and service directories are readily available on their websites.
If you need additional demographic information about the contacts’ or companies’ industry, title, size, etc., for your direct marketing solutions, check with some business database companies like Dunn & Bradstreet (www.dnb.com).
Or contact the publishers of the trade journals you advertise in. They usually offer database services to their advertisers.
Another effective way to gather the correct data you’ll need for your marketing database is to ask the contacts themselves. Use the phone, mail, and email to get in touch and ask contacts to help you update their records. Remember that you’ll have to give them a good answer to “What’s in it for me?” if you want a response.
The best way to keep your list clean and up-to-date is to use it regularly in direct marketing solutions. Every time you mail, email, or call, you’ll have the opportunity to ask more about the contact, get corrected addresses, and learn about those who have moved on. Every mailer should ask the recipient to let you know if address changes are needed. Likewise, every call should include the chance to “verify” the contact’s address or essential bits of information in the contact’s record.
Work these practices into your direct marketing solutions strategy, and you’ll start turning more sales leads into sales.