Firms have been urged to use business lists to their full potential.

The advice comes from Josh Sommers, president and chief executive of Focus Media, a successful US marketing firm with a global outlook.

Speaking to New York’s Times Herald Record newspaper, Mr Sommers has drawn attention to the benefits which companies can gain from their client databases.

As well as using the information as the basis of mailing campaigns, Mr Sommers said, marketers could use testimonials from clients that have enjoyed a service or product in the past.

“Whether you have 100 or 100,000 past, present and prospective customers, managing their contact information with a database is a valuable tool,” he explained.

He went on to recommend: “As long as there are no confidentiality issues related to mentioning your existing customers, share compelling testimonials about how your company delivered for them.”

Richard Gibson, chairman of the DMA Email Marketing Council’s Benchmarking Hub, recently predicted that companies would be focusing their efforts on strong-performing business lists as the recession bites.ADNFCR-8000151-ID-19096807-ADNFCR

Related Topics: Business Data & Lists