Maintaining up-to-date client lists is vital for the success of small and medium-sized enterprises (SMEs), an expert has suggested.
Ray Jones, press officer for business development group the Chartered Institute of Marketing, commented that good data management is the route to an effective telemarketing campaign.
Smaller firms should pay attention to returned mail and update customer lists and contact details on a regular basis, he indicated.
By managing a database that is "up-to-date and alive", companies can still achieve "very effective" results from a telemarketing campaign, Mr Jones noted.
Business would benefit from professional marketing advice, but given that a customer base is vital for a firm, outsourcing such activity would be a risky strategy and one that managers should be "very cautious about", he suggested.
On coordinating a telemarketing campaign, Mr Jones said: "It all comes back to good database management. If you have a customer who's been with you since two or three years ago, there's no harm in ringing them up."
Planning enterprise and smart use of resources make up a successful telemarketing campaign, reports bytestart.co.uk.
