Data Acquisition
Be careful with your data! Ensure you get your information from reputable sources such as Experian and make sure you ask the right questions. Some tips when looking to acquire data:
1. Ensure that you know what you are looking for. Use your customer research to work out exactly who you want to attract and what price bracket they fall into. Blanket mailings rarely have the desired effect. Specifically targeted marketing is the key.
2. Make sure the lists you are using are ‘clean’ and current. By this I mean that the information purchased should have been recently checked and updated and that it does not contain defunct e-mail/address/title information.
3. Make sure you are contacting the decision makers. You want to reach those people that hold the purse strings and can make a decision in regards to your service first hand.
4. Check to see how you can use the list. Many companies allow a one-time use only. Others allow you to use the list on numerous occasions throughout a one-year period. You may also occasionally be able to purchase data outright.
5. Think about whether or not you want to use both postal addresses and/or e-mail addresses. You may not need both.
6. Track your campaigns. Ensure that you check the effectiveness of your mailing. How many addresses bounced, how many people un-subscribed, how many people clicked into your website as a result of an e-mail campaign...
7. Follow up on any leads. Acquiring data is just part of an overall campaign to increase business. Make sure you check your stats and follow up on any potentials.