We had a stack of knives and garden tools sharpened earlier this year. We saved about 70% by sharpening them over the cost if we had purchased new ones.

For some reason, looking at the tools after a quick rinse reminded me of the importance of maintaining a clean database. (Weird, I know).  Restoring rather than only replacing names on your database—though you need both— will save money.

Here are some ways you can inexpensively update your database:

• Re-engage old customers, then
• remove inactive names
• append missing demographic data
• confirm names are active, using outside sources
• find new ways to segment and monetize your current customer list

Even while you work with your current database, you should also work to add new names—but don’t focus only on the “shiny new customer”. There is a lot of VALUE in those who already know your products, your business.

So hone your view and look at your database carefully. By doing so, your list might save you time and money in the long run.

The journey continues. Cindy