10 Tips on Using Third Party Data More Wisely
6. Know who you know
Decide whether or not you want to suppress your customers. Instead of suppressing individual contact records from your house list, you can suppress entire customer domains if your message isn't appropriate for existing clients. This avoids making your customers feel like you don't know them—a sure way to build negative brand association.
7. Know who you don't know
An alternative to suppressing customers is running a customer-only campaign. Ask your data provider to segment by account domain, and create messaging geared towards new customer contacts.
8. Expand your reach outside your primary buyer
At both customers and prospects, third party data can expand your footprint with executives, influencers and end users. A wider footprint of contacts at an account can mean new opportunities and even retaining business if organizational changes happen. Targeting influencers builds positive brand associations. Even directed at existing customers, tailored messaging to executive contacts can help establish your value to an organization and keep you off the cutting room floor come budget time. Marketing to end users can encourage product adoption and help drive purchase decisions.
9. Go multitouch
When you've identified the right list and the right contacts, don't be afraid to mail the same names more than once. Multiple touches can actually be a great way to increase results, as you're building brand association in a short timeframe. It can also be a way to avoid minimum order requirements for highly segmented list pulls.
10. Go multichannel
In addition to multiple touches, don't be afraid of multiple methods. A postal mailer sent in advance, for example, can make a contact more apt to respond to a follow-up email or telemarketing effort.
Mike McSharry is a project manager at Hingham, Mass.-based Oceanos, a company specializing in demand strategies, customer account research and data processing and hygiene. He can be contacted at firstname.lastname@example.org.