Businesses should collect their ‘own customer data’
Businesses need to collect their own data on clients and customers, an online marketing expert has advised.
According to dotCommerce, if an organisation only has email addresses, then a data bureau could be hired to examine the mail file and find physical addresses.
However, this practice is ‘slightly frowned upon’ as it sometimes leads to people receiving information on brands and products they have never heard of, which is not good for a company, the business explained.
Simon Bird, technical director at dotCommerce, said: ‘We always tell people to build their own data list. Even it is from your own inbox just start there because it is the cheapest way to get quality data and you should then really protect that data by not over mailing it which can cause people to unsubscribe.’
Previous research from the firm revealed that many big UK retailers are missing out on the opportunity to develop long-term relationships with customers by failing to integrate ecommerce with email marketing.
Topics: Britain, British Computing Society, data, England, ICT, marketing, online marketing, technology, UK
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