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9th July 2012 - Quality not quantity applies to all your outbound marketing
July
2012
How many times do you hear the phrase, “it’s quality, not quantity!” We hear it in all walks of life, from retailers trying to justify their higher prices to you, to your mates banter down the pub defending the size of their manhood! Whilst the phrase is probably overused and undervalued, I think it does carry some veracity.
Take your outbound marketing within your business, be that telemarketing, mailings, eblasts or any of the other myriad of ways which we contact our potential targets, it tends to be true that quality holds more importance that quantity. I appreciate that many will argue that volume is the best route, after all (to coin another phrase), “if you throw enough mud at a wall, some will stick.” If this is your approach to outbound marketing you’re wasting so much time, money and effort! Wake up!
Email marketing? Yep, you can send 50,000 emails to a load of poor quality email addresses, thousands will bounce back, lots will be deleted before reading and many will go to the wrong roleholders in the business. You might get a couple of deals from the broadcast and thus deem it a success; let me tell you, this is not successful! What about trying smaller volumes of accurate, guaranteed quality, targeted data, getting your emails through to the senior decision makers within industries which you want to target?
Interested in the “quality, not quantity” email data route, Databroker can help, give one of our team a call on 0161 941 5700 and we’ll help.
Got a telemarketing team booking appointments? Again, try the “quantity” approach and throw plenty of data at the team and despite the number of goneaways, wrong numbers and spending more time listening to lady from BT repeated “the number you have dialled has not been recognised” than talking to prospects, they probably will book the odd appointment here and there. But what about giving Databroker a call and getting your team some fresh, TPS compliant, business or consumer data. It might cost more than rehashing the data you’ve already got, but the reality is you won’t need as much and you’ll get more quality sits as a result.
The same can easily be applied to postal campaigns, SMS drives and other areas of data. So next time you reconsider how those precious customers are being contacted, answer me this:
Are you Mr Quality who sources fresh, accurate and compliant data, doesn’t get bothered by goneaways or wrong numbers, speaks to more customers, sits more appointments, does more deals and earns more commission. Or are you Mr Quantity who chucks mud at walls and waits?
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Take your outbound marketing within your business, be that telemarketing, mailings, eblasts or any of the other myriad of ways which we contact our potential targets, it tends to be true that quality holds more importance that quantity. I appreciate that many will argue that volume is the best route, after all (to coin another phrase), “if you throw enough mud at a wall, some will stick.” If this is your approach to outbound marketing you’re wasting so much time, money and effort! Wake up!
So what outbound marketing are you doing?
Email marketing? Yep, you can send 50,000 emails to a load of poor quality email addresses, thousands will bounce back, lots will be deleted before reading and many will go to the wrong roleholders in the business. You might get a couple of deals from the broadcast and thus deem it a success; let me tell you, this is not successful! What about trying smaller volumes of accurate, guaranteed quality, targeted data, getting your emails through to the senior decision makers within industries which you want to target?
Interested in the “quality, not quantity” email data route, Databroker can help, give one of our team a call on 0161 941 5700 and we’ll help.
Got a telemarketing team booking appointments? Again, try the “quantity” approach and throw plenty of data at the team and despite the number of goneaways, wrong numbers and spending more time listening to lady from BT repeated “the number you have dialled has not been recognised” than talking to prospects, they probably will book the odd appointment here and there. But what about giving Databroker a call and getting your team some fresh, TPS compliant, business or consumer data. It might cost more than rehashing the data you’ve already got, but the reality is you won’t need as much and you’ll get more quality sits as a result.
The same can easily be applied to postal campaigns, SMS drives and other areas of data. So next time you reconsider how those precious customers are being contacted, answer me this:
Are you Mr Quality who sources fresh, accurate and compliant data, doesn’t get bothered by goneaways or wrong numbers, speaks to more customers, sits more appointments, does more deals and earns more commission. Or are you Mr Quantity who chucks mud at walls and waits?
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