My last post discussed the sorry state of many lists today and reasons why it is more important than ever to keep your database current.

Here are some actionable efforts you can do now—many at no cost– to help build, clean, and maintain your database:

• Engage regularly using email, telemarketing, direct mail, and social media. 
• Include a call-to-action (CTA) in every online interaction.
• Convert “unknown” website using small incentives. These can include a downloadable resource, newsletter, subscription, discount, or upgrade for giving you some basic information like email address and name. 
• Use interactive tools like quizzes, polls, and games.
• Work with sister brands or partner with other firms, associations, or advertisers to cross promote or share audiences.
• Build your database at in-person and online events.
• Update old or inactive email addresses using a reputable firm.
• Append missing contact or demographic data, using outside resources.
• Re-engage old customers and prospects.

Other ideas to help maintain your database health:  

• Be ruthless with removing inactive customers.
• Try to control email frequency to avoid over-marketing.
• Test, test, test and then measure and adapt your marketing efforts.

Your database is an asset that needs ongoing attention, nurturing and pruning.  Your efforts will help improve your targeting, make your marketing more efficient, learn more about your customers, and increase revenue.

The journey continues. Cindy