How to get useful marketing data

To create a successful 360 degrees direct marketing campaign, you need an integrated and complete business or consumer database. Today, over 87% of organizations in the US have incomplete databases. Collected over the years through several sources such as direct mail, website, telemarketing, promotions, events, and more – their database is now a mix of customer information with some critical data missing in each of the contact fields.

There are several companies all over the world, offering database appending services with high match rates. Through these services you can have a foolproof database that will help you in generating more bang for each marketing dollar you spend.

Revive old contacts – It will help you in getting the latest customer contact details including name, title, phone, email ID, mailing address, state, zip, and more, so that you can communicate even to old and lost customer contacts. The updated NCOA in the vendor’s database will enable you to reach the ones who had moved out and re-touch them.

Open doors to new ways of marketing – Once you get the complete database in your hand, you can touch your prospects at several points through multi-channel marketing. By having a direct marketing strategy with a mix of email, direct mail and telemarketing activities, you can increase your customer participation and retention rates.

Boost response rates – Reduce wastage due to undeliverable mails, boost response rates and increase savings on postage and printing. This will significantly reduce your customer acquisition and marketing costs.

Data cleansing – Apart from adding the missing info you can also get your data corrected for errors such as obsolete locality names; miss-spelt localities, names and e-mail Ids, zip codes; fraud names and email addresses, among others.

Gain competitive advantage – By delivering the right content to the right prospects at the right time, through the right channel, you can move a step ahead of your competition. Cost of acquiring new customers is much higher than keeping the old ones, so leverage the potential of your existing contacts.

Faster turn-around – Data appending vendors provide a host of appending services such as email appending, phone appending, fax appending, address appending and reverse appending. They provide append rates ranging from 30-70% (based on the shape of your in-house database) and deliver results within a week or two, so that you can start your full-circle marketing campaign right away.