The database
For a database to be of any use, the information stored must be accurate and regularly updated. A client database is a vital source of information and a good starting point for any direct marketing campaign. However, if data is missing, or it is wrong, it is as good as useless. Make sure when collecting data that you comply with the requirements of the Data Protection Act.

Bite-sized segments
This is the art of breaking down your entire client base into sections in order to facilitate a more targeted marketing approach. The most obvious segments are: gender, age, income and geographical location. Don’t spend too much time worrying about perfecting your parameters to the nth degree, just make a start and test as you go. Any segmentation is better than none.

 

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