Pitfalls of Database Marketing: Data Accuracy - Deepstash

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Pitfalls of Database Marketing: Data Accuracy

While there’s no easy way to avoid purposeful typos, avoiding accidental errors is possible with drop-down choices instead of blank comment boxes. You can also confirm people’s information when you speak with them.

It’s important to clean up your database frequently, purging contacts with out-of-date or inaccurate information, and merging contacts with multiple profiles. This allows you to focus on reaching the people who could be your next customer or client and take care of those who already are.




Having a chat about the weather is a great way to build rapport with a customer or potential customer. Do you know what’s an even better way? Not trying to sell them things they don’t need.

When you understand who buys frequently and in large amounts, it becomes easier to identify options for upsells.

While traditional direct marketing still exists and can be an asset to your business, digital options give business owners a world of choice when it comes to reaching their audience. It allows you to figure out how customers want to be marketed to and then give them what they want.

While social media platforms are an amazing way to get in front of people, they have two major drawbacks.

No matter the size of your business, keeping your database fresh, constantly adding to it, and nurturing it is absolutely essential to your business success. You’ll see a variety of benefits, such as:

Before we dive into strategy, let’s look at a few challenges you may encounter with database marketing.

If you’ve ever received an email two years after doing business with someone, it’s probably come as a shock. Chances are, they don’t update their database in a timely fashion so they completely missed the window to build rapport with you after that first interaction.

Put your database to work for you by creating a sound strategy from the very beginning. Here’s how:

While it may have “marketing” in the title, database marketing can be influenced by multiple departments in your organization. The marketing, sales, and customer service or support departments all have contact with potential and existing customers. Look for feedback from them to build the most ef...

  • Demographic Data - This includes gender, age, marital status, parental status, health, and financial status.
  • Psychographic Data - This includes interests, actions, and opinions. What do they value? What type of lifestyle do they lead?
  • Acquisition Data - Through what channel d...

 Keep your data clean and safe.

Acquiring customers is important, but if you can’t keep them, you’re just spinning your wheels. Your customer service team should have access to your customer database. This allows them to review a customer’s buying history when they call in with an issue.




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Thinking about your e-commerce marketing plan for 2022? Use the RACE Framework to create a focussed and well-structured digital marketing strategy.



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