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Archive for November, 2013|Monthly archive page

Keeping Your Database Information Current so You Reach Your Customers

In ACT!, CRM, Database Management, Facebook, LinkedIn, Loan Officer, Loan Origination Software, Mortgage, Social Media, Synchronization, Uncategorized on November 20, 2013 at 9:45 pm

There are two main areas to address when putting together your strategy for keeping your contacts information up to date in your database:

1.   Upman mail delivery1dating your ‘old’ or legacy contact information

2.   Managing your new and on-going contact information

There are a number of ways to update your legacy data.  The areas to focus on include: current mailing address, phone numbers, email addresses and specific industry information when available (ie last loan data).

Based on USPS statistics*, about 17% of American move each year, that equates to about every  1 in 6 contacts. For a database of 2000 records that is about 340 people per year.

For mailing address clean up, the most potent approach is to use a service that will run your contacts address information against USPS certified tools such as CASS and NCOA.   CASS is address matching software that will bring back address syntax and ZIP+4 information for an address.   For example,  ‘7895 Lakeview Str    Canton, OH   55412’ will be updated to ‘ 7895 Lakeview Drive    Canton, OH   55412-8945’.

NCOA (National change of address) database will bring back any address updates based on a change of address card being filled out and provided to the post office. For example, ‘Frank Russell at 326 Julian Street  Canton, OH   54311’  will come back as ‘Frank Russell at 111 Partridge Place   Canton, OH   54455-8945’.

For phone numbers, there are services available that will run your contacts name against public phone company records and come back with current home and/or mobile phone numbers. The return rate of these types of services run between 30 and 50%.

Email addresses are a bit trickier due to email service providers policies protecting email addresses. There is not currently any publicly available national database  to run against to check email addresses. I think we would all agree that is a good thing !  There are services that can run your list of emails and report back any syntax updates (ie ‘ted@.gmail.cmm’   is corrected to ‘ted@gmail.com’), as well as any identification of a bad domain. For example for  ‘susan@rainmaker.com’, the report would indicate that the domain ‘rainmaker’ is no longer a valid domain.

The only complete assurance that you have the right email is that the customer responds to an email you send.   For wrong or missing emails, the only way to update your database at this time, is to send a note or letter asking for their email, or making a call to ask for the information.  Most people do not have time to call hundreds of people in their database to get email address information, so you could do a mailing that includes asking for email addresses, or hire a college student or temp to do this for you.  A friendly script that includes something like “What is the best email to use for you to receive my monthly newsletters and market updates ? I would like the opportunity to keep you informed with new information that can help you and your family save money etc”.    You could also ask for an email address verification whenever you make or receive a call from a contact that you have not emailed or spoken to recently.

In terms of managing your new and on-going contacts information, the most obvious is to get the contacts complete address, phone and email information when you initially speak to them. This is also the time you would ask permission to send them communications via email or mail etc.

Another approach is to have your Loan Software automatically synching to your contact database to avoid you having to do duplicate data entry, as well as getting highly valid contact information to your database.  The contact information on a loan application is usually very accurate due to the information validity required in this process.

Hopefully this information is helpful in putting together a strategy for your database ‘clean up’ and day to day management of contact information.  Stay in contact with as many of your contacts as possible over time !   Having accurate contact information is a must for you to effectively work this strategy.

USPS Move Statistics*: http://pe.usps.com/businessmail101/addressing/checkingaccuracy.htm

Donna Quisenberry of Q2 Database Consulting Services.  Donna has been a database and marketing consulting specialist for over 15 years.  Donna/Q2 provides database implementation, training, automated synchronization from separate applications to ACT!, as well as automated marketing solutions. Besides staying technically current for database/CRM solutions, Donna also attends business technology and strategy events every year to stay on top of the specific best winning ideas and concepts in order to bring those same winning strategies to her customers.

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