In yesterday’s blog we talked about the GIGO principle and how this affects your marketing. In this, we briefly touched on the seven methods of updating our data which ensures you get the best results from your marketing campaigns.
Here we expand on those seven methods and explain how they help dramatically improve your response rates and return on investment (ROI).
Telephone research
You might think maintaining a database starts and ends with a call centre. In reality, although our research team are very important in maintaining our data, they are part of a bigger, overall data update and management system designed to provide you with the freshest and most accurate data in the industry.
The Insight research team make over 20,000 phone calls per month to update our databases for the window and construction industries; that’s more than some data providers make in a year with a similar size database. Members of our team also undergo extensive window industry training so they know the market and products.
Live credit profiling
One of the most useful features of our databases is integrated credit profiling. We pull information from a credit reference agency which alerts our researchers to companies who have ceased trading, moved or changed directors.
Key financial data is available for you to see and credit scores are displayed using a traffic light system. This means you can credit check companies before you contact / do business with them, saving you time and resources.
New records
A feed from Experian and Companies House provides us with details of new trading businesses. These are then interviewed and profiled by our research team before adding them to the system.
All record changes are made live in real-time so when we add a new company you could be contacting them just minutes later, before your competitors even know about them!
Closed loop returns – emails
Over 3 million emails are sent by us every year using a highly advanced email marketing platform. Any ‘bounce backs’, for example the recipient’s inbox is full or the email address doesn’t exist, are fed back into the system for our researchers to validate and update.
Doing this ensures a typical 98% delivery rate, compared to a typical 80% deliverability with other prospect data suppliers.
Closed loop returns – direct mail
Over 1 million postal mailings each year are sent by Insight, and we manage the circulation list of several magazines.
Similar to our email bounce back process, all direct mail returns and gone aways come directly back to us for our research team to verify and update.
Because of this our average deliverability rate is 99.6% which is the most accurate in the UK.
No database ‘padding’
Many data suppliers ‘pad out’ their database with records that aren’t relevant, or leave in records that are dead to give the illusion of bigger numbers. This means you could be contacting companies that are not interested in your products / services, companies no longer trading and contacts who have left the business, wasting your time and money.
We remove any records that don’t meet our strict criteria so you’re only contacting the most relevant people, giving you better response rates from your marketing.
Client verifies
Records on Salestracker have a verify button which enables users to refer a record to our research team with a query or update of information. This can be a change of address, key contact, products supplied etc.
The attention to detail in our update methods makes a better quality of database and higher response rates from marketing campaings, and 700+ Salestracker users agree. Contact us today for a demo and see for yourself why Insight is the only data you should be using.
