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Cleaning Your Contact Database: A Proven Way to Increase Your Direct and Digital ROI
If there is one thing that every business is striving for, it is to save money wherever possible. In fact, some companies have gotten quite creative when thinking up ways to save money; trying everything from cutting out colored pens, eliminating brand names in favor of generic brand, offering cheaper coffee, tightening up travel and entertainment expense… the list goes on. However, one key area that tends to be overlooked as a place to save money is within the contact database.
Whether you spend one thousand dollars or one million dollars per year on direct mail and email marketing, chances are there is potential for you to save money by cleaning or updating your current list of contacts. It may sound simple, but if you are not regularly updating your ever-changing list of contacts, you are probably wasting precious dollars on someone who is either no longer at the company you are targeting, no longer in that position, or simply not the right person to get in touch with.
Regardless of your position, ROI is something that everyone is striving to improve. So, while a list of contacts may look impressive with 16,000 names and addresses; if 10,000 of those names and addresses are not current or correct, the ROI of your direct mail and email campaigns won’t be high. All of the time and hard work you spent perfecting those materials will have been wasted because you failed to confirm those materials were sent to the right person.
The importance of targeting the correct audience has been a point of emphasis since humans began selling things to each other. With a clean list you know that your contacts are correct because you have done your homework. You know what each person does, you know that they are still with their company, and you know that their company has a need for your product or service.
It is no secret that the economy is still recovering and everyone needs to find ways to save money, however the fact remains that money needs to be spent on marketing in order to continue business growth. By ensuring your contacts database is correct, you are saving waste and spending where you are sure to see the returns.
Whether you spend one thousand dollars or one million dollars per year on direct mail and email marketing, chances are there is potential for you to save money by cleaning or updating your current list of contacts. It may sound simple, but if you are not regularly updating your ever-changing list of contacts, you are probably wasting precious dollars on someone who is either no longer at the company you are targeting, no longer in that position, or simply not the right person to get in touch with.
Regardless of your position, ROI is something that everyone is striving to improve. So, while a list of contacts may look impressive with 16,000 names and addresses; if 10,000 of those names and addresses are not current or correct, the ROI of your direct mail and email campaigns won’t be high. All of the time and hard work you spent perfecting those materials will have been wasted because you failed to confirm those materials were sent to the right person.
The importance of targeting the correct audience has been a point of emphasis since humans began selling things to each other. With a clean list you know that your contacts are correct because you have done your homework. You know what each person does, you know that they are still with their company, and you know that their company has a need for your product or service.
It is no secret that the economy is still recovering and everyone needs to find ways to save money, however the fact remains that money needs to be spent on marketing in order to continue business growth. By ensuring your contacts database is correct, you are saving waste and spending where you are sure to see the returns.
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