Find out what your database really contains...Following on from GCL Directs best practice article here are our top tips on how to get the most from enhancing your database:
Your existing database will not meet your needs for every campaign, it is a living thing that needs to be cleansed and added to in equal measure.
Try not to focus on the financial aspects of fixing up a database. Remember especially for telemarketing and postal campaigns that the cost of postage or time spent on the phone to the wrong contact will be greater than enhancing that contact now.
There are hundreds of data providers out there who can help you. Make sure you do your research and give a perspective provider as many details as possible.
Don’t expect a 100% match rate when enhancing your data; a good range to aim for is between 60-80%.
Often different providers will have better coverage in different areas so always get counts from multiple vendors before you commit or find a data broker you can trust to do that job for you.
Only send your data to a data provider for appending if you are certain they can be trusted and always ask for a Non-Disclosure Agreement.
The more data you have about your client base the easier it will be to target your marketing campaigns.
