Can Your Data Pass a White Glove Test
Clean, accurate and pristine data is the core of any business to business marketing campaign. It doesn’t matter how articulate, clever and persuasive your marketing campaign is if, when your prospect opens their mail, they are staring at the wrong name. If Bill Taylor’s name has somehow become Sybill Tal drop the blame directly in the lap of your database because the information provided was inaccurate.
You can spend hours writing a clever message; work through 3, 5, 10 versions of art to spark curiosity, but if your data is dirty then you are wasting your time. If Jason Smith somehow gets Jane Simpsons name on his mail he will greet your mailer with irritation not intrigue.
Frankly, too many businesses don’t pay enough attention to the data they are using to mail. In house lists with warm leads, existing clients and lapsed ones are updated randomly, usually when the complaints are coming in left and right from mildly grumpy customers and potential prospects that are no longer prospects.
If you want to win business and keep your current customers happy you need to clean your data. Before you begin any marketing campaigns – online and off-line. It’s not that hard but it can be time-consuming, especially if you are embarking on an intensive database maintenance as opposed to a basic process. While it can require time and personnel to clean data pays for itself in new sales.
- Good data means accurate personalization, and a great first impression for your company.
- Bad data will alienate your customers. You won’t sell a thing if Jack Smith gets Jill Simmons mailer.
- You can segment your mailing list to send specialized messages to certain sections of your data list based on buying habbits, income, loyalty, or any other reason.
When your marketing decisions are based on up-to-date data you have a much stronger advertising campaing and you will get a better response on your mailing. If you are using outdate inaccurate data put your message in a bottle and see what happens.