A database is one of the most important aspects of a telemarketing campaign. It is the foundation of your campaign, offering a vital framework and ensuring you get in touch with the right customers for your business. By utilising your database properly, keeping it up to date and conforming with regulations, you can keep on the right side of the law and achieve your telemarketing goals.
In May, new European data protection rules came into force. Designed to help protect an individual’s personal information, these new regulations are having a big impact on the way businesses interact with, and inform, their customers. As Data Protection Network says, “European data protection law gives individuals (and some business people) the right to prevent direct marketing approaches.” This means that telemarketers now have to be a lot more aware of privacy and consent when using their customer database.
Respecting customers’ wishes
Whether they’re a business or an individual, as soon as someone asks you to remove them from your list, you take the appropriate action. If you continue to call a customer after they’ve requested that you stop, not only will you irritate them and damage any future business relationship, you may also find you fall foul of data protection and privacy laws. To confirm you have the consent of your customers, ask them for their permission to get in touch when they make a purchase, or otherwise interact with your business.
Also be sure to ask your customers for their consent to store and use their email address for future communications. Resist the temptation to send mass email and always try to carefully target and profile who and how you communicate with your database. Ensuring you use small, select segments of data, rather than taking a broad-brush approach will help you retain permissions, as well as presenting your brand in the most professional way possible.
Perform regular database maintenance
Giving your database deep cleans on a regular basis will help to keep your information fresh and up to date. Although it takes a little time and effort, making sure that phone numbers, addresses and contact names are correct will make your life a lot easier when it comes to managing your next telemarketing campaign.
The easiest way to ensure a database is kept up to date is to check customer details on a regular basis. Every time your existing customers contact your business, simply ask them to confirm their details and update any areas that might have changed. Getting staff members into the habit of checking the database whenever they call a client will verify that your customer list is spot on.
Databases are an incredibly important part of telemarketing. Helping to mould your marketing strategy and allowing you to approach it methodically, your database will play a crucial role in your campaign. To find out more about using your database, and about intelligent telemarketing techniques, take a look around our site or contact a member of our team.