Business lists are vital to effective performance-based marketing drives, according to one industry figure.

The Direct Marketing Association (DMA) Email Marketing Council’s Richard Gibson has highlighted the important part which business lists play in direct marketing campaigns such as email marketing and direct mail.

Both externally purchased and internally complied data lists are fundamental to the targeting of such marketing initiatives, Mr Gibson stressed.

He commented: “Data driven strategies underpin many marketing efforts, to a certain extent.

“The data, both internal and potential external sources, underpins fundamentals such as market sizing, segmentation, channel management, sales force allocation and will be driven by the industry and the strategy.”

The DMA UK carries the distinction of being Europe’s biggest trade association in the sector of marketing and communications.

StrongMail Systems’ Marketing Outlook survey found that 73 per cent of companies planning to increase their marketing spend were planning on stepping up their email marketing campaigns.ADNFCR-8000151-ID-19018609-ADNFCR

Related Topics: Business Data & Lists