1. Decide on the profile of your target customers.
2. Look at the sources of customer information that already exist within your organisation.
3. Analysis your customer records and divide them into categories such as frequent users and lapsed customers.
4. Identify other sources of information you can use to compile your own list such as directories and databases.
5. Look for sources of ready-made lists such as list brokers and publishers.
6. Evaluate these lists and check for currency and any restrictions on its use.
7. Consider commissioning a list if the standard ones do not match your target profile.
8. Continue to refine and update your lists.
9. Remove duplicate records and those with incomplete addresses or out-of-date information.
10. Comply with Data Protection legislation.
Do and Don'ts:
Do:
Ensure new customer data is added to the list on a regular basis.
Include reply mechanisms with all forms of communication to build up the list.
Provide a detailed brief when commissioning a specially tailored list.
Segment your list so that your direct marketing can be more precisely targetted.
Don't:
Ignore in-house sources of customer data in favour of renting or buying lists from external sources.
Ignore the guidelines of the Data Protection Act.
Sell or pass your list on to a third party if you haven't asked the permission of your customers.
Forget to maintain the list on a regular basis.
Click here to return to the Checklists
| Information
supplied by Business Insight Central Library, Chamberlain Square, Birmingham. B3 3HQ Tel: 0121 303 4531 Email: business.library@birmingham.gov.uk www. birmingham.gov.uk/businessinsight www.bestforbusiness.com |
Alternatively,
click here for our Know
How Guides. |
Golden Entrepreneurs: Disclaimer Notice GoldenEntrepreneurs.com does not have any responsibility for, or be liable in respect of the content or accuracy of the information so provided, or for any errors or omissions therein. |
The
Information provided is generic and is researched using a variety
of sources. Major sources are acknowledged. |