Data Minding

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List services companies know each of their lists inside out and sideways. So how should service providers talk to a client about getting down to specifics and using their service?

Accentuate "less is more"

"It's not carpet-bombing, it's laser-guided bombing," says John Slaney, COO of New York-based Global Document Solutions, a supplier of integrated business
communications and document process services. "You're not dropping thousands of pieces of paper and hoping for a four percent response. You're sending out a select number of pieces with highly tailored information. It gets higher readership and response."

Propose solutions and track results

Chris Consorte, chief executive officer of Garden City, NY-based Integrated Direct and Integrated Interactive, started his business specializing in list services but found he had to diversify out of necessity. "In my experience," he says, "clients are looking for firms to come up with the solution. They don't want to waste time with guesswork. They want [you] to report on results and track that everything is done correctly."

Dare to be different

"I'll always present something, one thing, that takes them out of their comfort zone," says Consorte. "More often than not, about 70 percent of the time, the client will take it."

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Company of the Week

Since 1985, Melissa has helped thousands of companies clean, correct and complete contact data to better target and communicate with their customers. We offer a full spectrum of data quality solutions, including global address, phone, email, and name validation, identify verification - available for batch or real-time processes, in the Cloud or on-premise. Our service bureau provides dedupe, email/phone append and geographic/demographic append services for better targeting and insight. For direct mailers, Melissa offers easy-to-use address management/postal software, list hygiene services and 100s of specialty mailing lists - all with competitive pricing and excellent customer service.

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