Recently a prospective vendor asked how big a client’s database was, to decide whether to advertise with us. “What other metrics do they want?” I asked. None, I was told.
Anyone can build a big database–really big–filled with garbage names, inactive records, known bad addresses, lists culled from questionable sources. However, I highly doubt that a database filled with those lists is going to get any client worthwhile introductions or engagement. Or any follow up advertising from that vendor.
I have shared many posts on building a successful database, such as What is YOUR Database STRATEGY?, Spring Cleaning Your …. Data, and 5 Low-Cost Ideas to Improve Email Response Rates. Now.
For advertisers evaluating a database, I think there are better questions a prospect can ask to gauge whether a database is healthy and a viable fit for them. Some of them include (in no particular order):
Every database will have strengths and shortfalls. I tell my clients that we should promote our positive points upfront. By providing snippets of data, it may eliminate questions that emphasize weaknesses. Obviously, the success an advertiser sees in their marketing programs will truly show them the effectiveness of our database and their investment.
The journey continues. Cindy