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We know that many people emigrate every year, many die, and many move within the country. However, no one knows how many people change their email address. Here’s expert advice for how to avoid losing contact with your customers.
Digital communication has given businesses an increasingly used portfolio of new opportunities. And for marketing strategists, digital consumers leave a whole world of patterns and traces to be analyzed. But digital communication poses a challenge many companies have not yet fully realized.
“Keeping customer directories organized has always been obvious for companies wishing to grab market shares,” says Henrik Hägglund, who works with data quality and marketing services at Dun & Bradstreet in Sweden. “But when they are working on new ways of recruiting and communicating with customers today, many miss out on the fact that it is much more difficult to verify and keep email addresses updated than, for example, people’s mailing addresses and phone numbers. There is no infrastructure for updating digital contact routes.”
“That your campaigns do not get the response you are expecting could be due to the fact that they do not reach the recipients. Those you think you’re talking to are no longer reachable in the channel you’re using.”
— Henrik Hägglund, data quality and marketing services at Dun & Bradstreet Sweden