By Haines|Published On: November 4, 2015|

Ever spent money on a list that never produced? Here are some tips to tell if your list is accurate or not.

When it comes to marketing, most can agree that an inaccurate list, in the simplest terms, will result in the following:

Phones don’t get answered
Mail doesn’t get delivered

The End!

Not hardly. The evidence of an inaccurate list far exceeds these two simple statements, and the cost goes well beyond the few cents you may have paid for a phone or mail record.

A Marketing Campaign Might Go Something Like This:

You buy 1,000 records each with a phone number and mail address	Cost: $50
You design a postcard for your mailing	Cost: $200
You print 1,000 postcards for your mailing	Cost: $200
You address and mail your 1,000 postcards	Cost: $400
You begin telemarketing to your 1,000 prospects	Cost: $500 (50 hrs calling)
Repeat: You print and mail at least two more times	Cost: $1,200
Repeat your telemarketing efforts to those who did not answer the first time	Cost: $250 (25 hrs calling)
	$2,800.00

That’s a few thousand dollars spent for nothing if your list is inaccurate. But 10 sales at $1,000 each could show your boss that you’re a marketing genius. Oh yeah…

Notice the Smallest Cost in the Scenario Is the Foundation

The data! This is not the place to cut corners. If you start with bad data, your foundation crumbles and all is lost.

Though there are many factors governing a successful (or unsuccessful) marketing campaign, it all starts with the data. Unfortunately, even good data can result in complete failure… What?

Yes, Even the Best Data May Be Bad for You and Your Business.

Huh? Good data might still be the WRONG data.

Try marketing your lawn services or replacement windows to apartment dwellers. Send your best offers on hearing aids to 20-somethings. You’ll quickly understand.

Having good data is only important if it’s also the RIGHT data.

And What’s Really Scary?

You might run a campaign with the wrong data while your competitor runs a campaign with the right data — the proverbial double whammy.

Now you’ve not only lost the opportunity to grow your business, you’ve allowed your competition to move ahead.

Start with the Right Data…

By dealing with reputable data providerswho have longevity in the business, proven success, and an understanding of how you want to use the data and what your expectations should be.

They should have a genuine interest in your success and want to partner with you.

You’ll know sooner or later if your list is accurate and right for you. Trust me — sooner is much better.

Build on a solid foundation — choose wisely.

About the Author

Ashley Williams

Since 1932, Haines has been publishing the original Criss Cross directory. Now, instead of a giant book, we deliver the same great information in a digital format. We are a family-owned, certified women-owned business led by me as our first female, fourth-generation CEO. Our Criss+Cross Directory is nationally recognized for delivering essential residential and property data. We serve diverse clients — from government agencies to real estate professionals, mortgage companies, investors, contractors, and more