If your marketing efforts consistently fail to convert, it might be time to check your data

1. www.marketscan.co.uk
10 reasons why your
marketing data isn’t working

2. It’s easy to get direct
marketing wrong, particularly
if your marketing data makes
any of these mistakes:
1
2
4
3
8
5
7
6
9
10
www.marketscan.co.uk

3. 1
Incomplete
Data
www.marketscan.co.uk

4. 1
Incomplete
Data
Contact records lacking basic details
waste company time, as staff try to
fill in the blanks. Time spent finding
details is time that should be spent on
marketing and sales.
www.marketscan.co.uk

5. 2
Errors in
r s
marketing data
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6. 2
Errors in
marketing
data
If your data lists have incorrect details
staff must again waste time rectifying
issues before they can start selling.
www.marketscan.co.uk

7. 3
Incorre ctly
formatted
addresses
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8. Incorrectly formatted addresses
3
When sending direct mailings,
addresses need to be formatted
correctly to ensure timely delivery.
Get the address format wrong
and your mail may never reach its
destination. Sloppy addressing also
calls your company’s attention to
detail into question.
www.marketscan.co.uk

9. 4
Out-of-date
data
www.marketscan.co.uk

10. 4
Out-of-date
data
Businesses are fluid, so the data you hold
about them is also subject to change. Fail
to keep on top of these changes and your
marketing data quickly becomes irrelevant
and unfit for purpose.
www.marketscan.co.uk

11. 5
Illegal data
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12. 5
Illegal data
If your data lists have not been updated to
reflect customers who have registered with
the Telephone Preference Service (TPS) or
Corporate Telephone Preference Service
(CTPS), your company faces more than just
a lot of wasted time; breaches of the TPS/
CTPS can impose fines of up to £500,000.
www.marketscan.co.uk

13. Privacy and Electronic Communication (EC
Directive) Regulations 2003:
A person shall neither use, nor instigate the
use of, a public electronic communications service
for the purposes of making unsolicited calls for
direct marketing purposes where the called
line is that of a subscriber who has previously
notified the caller that such calls should not for
the time being be made on that line.
www.marketscan.co.uk

14. 6
Poor
targeting
www.marketscan.co.uk

15. 6
Poor targeting
Untargeted marketing rarely, if ever,
works - if your marketing data cannot be
efficiently segmented to create finely targeted
campaigns, most of your preparation will be
wasted. You need to be able to analyse your
data lists to identify the best targets - your
marketing data is not simply for fire-and-forget
campaigns.
www.marketscan.co.uk

16. 7
Same marketing
data lists used over
and over again
Same marketing
data lists used over
and over again
Same marketing
data lists used over
and over again
www.marketscan.co.uk

17. 7
Same marketing
data lists used over
and over again
Your marketing data needs to be added to
regularly to ensure that there is always “fresh
meat” for your sales team to work with. If you
keep using the same data lists repeatedly, the
pool of useful contacts and leads will shrink,
particularly if people start unsubscribing.
www.marketscan.co.uk

18. 8
New data added
to database with
poor
results
www.marketscan.co.uk

19. New data added to database with
poor results
8
The key to successfully expanding
your database is ensuring that you
are buying quality, targeted data.
If you are growing your database
without checking that the new
marketing data is high quality
and targeted as it is entered, it is
likely to be full of errors, repeating
problems 1, 2 and 3 all over again.
www.marketscan.co.uk

20. 9
Lack of
resources
www.marketscan.co.uk

21. 9
Lack of
resources
Keeping marketing data lists up-to-date
saves time and resources in the long
run. But you still need to allocate some
resources to keep the data lists fresh
and legally compliant.
www.marketscan.co.uk

22. 10
Campaigns
not cost
£ £
effective
www.marketscan.co.uk

23. 10
Campaigns
not cost
effective
If data lists are not used intelligently and
exploited to identify all potential leads and
opportunities, a marketing campaign will never
be as cost effective as hoped.
www.marketscan.co.uk

24. If you can avoid these 10 marketing data list pitfalls, your
marketing campaign has a good chance of success.
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your side? Download
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www.marketscan.co.uk