Heroic tales have always pulled the crowds – from the myths of ancient Greece to today’s superhero and spy movies. And every hero has all sorts of paraphernalia to help them accomplish their task and save people from evil. If any one of those devices was slightly shoddy, the story just wouldn’t be so inspiring, would it? So it’s always something special and even otherworldly.
Yet in the challenging climate of the 21st century, companies, charities and organisations will set out on their own epic journeys into the marketing universe – with woefully inadequate business mailing lists.
What they thought was cheap and cheerful data could bring them some entirely different challenges. What seemed like a bargain may bring in low response rates at least – and questions of legality at worst.
How can you protect you and your company from the discounted yet dangerous deals? Here are some key questions to ask, when reviewing business mailing lists for your all-important sales and marketing campaigns:
Does the data match your market? Data is at the heart of your campaign. It must be relevant to reap rewards.
Are the names, numbers and addresses up-to-date? Not only do businesses move, but also key people change job roles. What deliverability guarantees are offered?
Does the data match your target audience? Sophisticated analytical software can offer you so much more than just broadly mapping your market. Go deeper.
Where does the information come from? Check the sources used for the compiling of the lists, and find out how reputable they are.
Are there any duplicates? Everything else might be all right. But if duplicates go to the same person at the same address, that’s annoying.
Are the telephone numbers compliant? Is the data monitored for Telephone Preference Service (TPS) and Corporate TPS (CTPS) compliance?
To sum up all these criteria, the core question is, how does the information feel? Is it raw, or refined? The more you use such lists, the better you’ll become at spotting the mistakes. Is the data true, tight and bang on target?
You want to reach named senior decision makers, not junior clock-watchers. You want the whole campaign to enhance your company’s image in the marketplace. The only way to do that is to steer clear of discount data and use the professionals.
Whether your interest is business direct mail, telemarketing, email or a multi-channel campaign, professional and precision targeting is the pathway to success. Keep in touch with Marketscan for the latest mailing lists. And enjoy the new Batman movie! Here’s some further reading: