As a marketing professional, I understand the need to touch potential and existing customers as often as possible. However, there is a tremendous amount of useless, wasted marketing collateral caused by not investing in effective database management.
Waste Not, Unless You Love Cows
Duplicate addresses in the database mean that duplicate catalogs or other marketing collateral get mailed to each addressee. A good example: sitting on top of my desk right now is no less than six copies of the very same supply catalog!
These catalogs are huge, heavy and expensive, not only to produce, but also to mail. Of course, I only need one, the rest get recycled. A local farmer shreds them for use as bedding material in his dairy operation.
The farmer is happy because his cows are happy, a happy cow produces more. But there’s zero return on investment for the supplier – and this waste is expensive.
Taking the time to properly set up an accurate database might require more investment up front, but by eliminating waste, it’s less expensive in the long run. As business opportunities tighten, internal housekeeping to alleviate waste must be forefront in daily operations. Besides, it’s a simple and profitable step toward becoming a “green business.”
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