Eradicate Zombies with a Contact Management Strategy
Here’s a quick way eMarketing professionals can check for Zombies in their Contact Database.
In your company, which of these have appeared as a long-term trend:
• The total number of eMail addresses is increasing
• Bounce rates are stable or even declining (%)
• Open rates are declining (%)
• Response rates are lower than expected (%).
If you answered ‘yes’ to all four questions, you probably have Zombies in your database.
Ansaco’s reccomendation is to take action immediately.
There’s a single cause for all these symptoms. Its called ‘eMail turnover’.
A person changes job, moves house, wins the Lottery or retires. Whatever the reason, they
no longer use their eMail id – even though their record in your database is technically correct.
They have become a Zombie.
Did you know that:
• Between 12% and 15% of the working population in the UK change jobs each year?
• 8% to 12% of companies change their basic address data, email domain or go out of
business each year?
The result is that a database that hasn’t been updated for three years can contain between
one-third and one-half Zombies. That’s scary. Zombies distort target group selection, waste
server resources, depress response rates and dilute the validity of results for continuous
improvement. For eMarketers, it’s like being in a graveyerd after midnight.
Here are two ways to eradicate Zombies.
One way is to initiate a major burst of effort on a periodic basis to clean up the database.
This requires a lot of effort and has to be very visible to get any results at all. It is
usually unpopular, too. Particularly with the sales team, who hate doing any form of data entry.
The costs in staff effort are difficult to establish accurately but usually higher than expected.
Do you really want to have to repeat this on an regular basis?
The second way to eradicate Zombies is very low-key. It’s called a Contact Management Strategy.
Together we’ll examine the long-term trends in the database, understand what is happening and why.
We’ll then define an action plan and the accompanying policies and practices that are designed to
improve the quality of your database over the long term. Results will not come quickly. But
costs and manpower will become transparent and you will see steady improvement in data quality.
At the Ansaco Contact Management Strategy Workshop you’ll learn how to:
• Assess the true state of your contact database
• Identify the Zombies
• Define actions to eradicate the Zombies
• Identify the extent of purging that may be necessary
• Develop a Contact Management Strategy to improve data quality
The end result of this pragmatic hands-on Workshop is a Contact Management Strategy and
action plan which is aligned to your company’s business objectives.
This one-day workshop takes place at the customer organisation. The Agenda typically comprises:
• 10% presentations
• 90% addressing the issues specific to your organisation.
To organise a Contact Management Strategy Workshop and enjoy a Zombie-free lifestyle, please email:
eMarketer@ansaco.de or phone us at: +49 6221 6568 475.
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Customers
Organisations that we have supported with our eMarketing experience and insights include:
Deutsche Investment Trust, Dun & Bradstreet Germany, Field Fisher Waterhouse, Miltenyi Biotech, Pivotal Corporation, SAP AG.
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