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Secrets
It’s definitely time to be cost-effective with our marketing, and going back to your database or list of contacts is one of the best ways to keep the costs down. But before you do, is your list up-to-date? Has anybody moved on or changed roles?
If you can, make some checks by either telephoning to confirm current details or even sending a letter or email asking for confirmation that the information is correct. Telephone tends to work best for this, because you’re more likely to get a response.
You don’t necessarily have to do this yourself either – there are plenty of good agencies out there who will carry out “data cleansing” as part of a telesales campaign or as a standalone contract.
Once that is sorted, get in touch with them. Did you know that your chances of making a sale to someone who’s not currently a customer, but has bought from you in the past, are 1 in 4?
Better than that, your chances of making a sale to a current customer are 1 in 2.*
Now that’s cost effective marketing!
* Ref: Peter Drucker, Management Expert
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