When using bought in company data lists for marketing the source and integrity of bought-in lists should be verified. The TPS should be used to check call lists, and only bought-in lists should be used for email, text, or recorded calls with very specific consent.
Can we use bought-in marketing lists?
Live marketing calls can be made using bought-in lists, but you should screen for both TPS compliance and persons on your own “do-not-call” list who have already objected to or opted out of receiving calls from you.
Before using bought-in lists for recorded calls, messages, or emails, you must exercise extreme caution. They can only be used if every person on the list specifically agreed to receive that kind of communication from you. A general consent that applies to any third party will not be sufficient.
You must conduct your own due diligence to ensure that any list is reliable, the information was gathered fairly, and the consent is clear and recent enough to cover your marketing.
How can we create a marketing list on our own that works the best?
You might wish to create your own internal data lists for marketing using information on customers who have already made purchases, registered on your website, or made inquiries. However, just because someone has given you their contact information does not mean they want to receive marketing messages.
You should state up front that you intend to use their contact information for marketing. The simplest strategy to obtain unambiguous authorisation for your marketing is to offer opt-in boxes that contain information about the kinds of messages you intend to deliver (eg by email, by text, by phone, by fax, by recorded call).
You should keep track of when, how you obtained consent, and the kinds of messages it applies to. If at all feasible, you should note whether the client is an individual or a business because various regulations apply. Make the assumption that they are a person if this is unclear.
Can we sell out marketing list in the future?
Generally speaking, you can only sell your marketing list with the persons on it agreeing to it.
Only if the individuals on the list have specifically agreed to receive that kind of message from the other firm, will it be permitted for that business to use the list for recorded calls, texts, or emails.
How should we respond to, and handle objections or opt-outs?
You should put people on a “do not contact” list as soon as they object to or choose not to receive your marketing materials. To make sure you don’t contact anyone who has opted out, you should check all of your marketing against this list. Even if your follow-up email is only to ask them if they’d like to opt back in, you must not contact them after they’ve unsubscribed, even to confirm.
Because you need to make sure they are not accidentally added back to your marketing list in the future, you cannot simply remove their information (for example if you buy more leads that include the same details). If someone requests that their information be deleted, you should inform them that you must maintain a “do not contact” list in order to honour their right to object.
In conclusion, when using company data lists for marketing.
The source and integrity of bought-in lists should be verified. The TPS should be used to check call lists, and only bought-in lists should be used for email, text, or recorded calls with very specific consent.
When possible, use opt-in boxes for internal marketing lists. Indicate your agreement to receive marketing communications via text, phone, fax, email, or recorded call. If you want to give information to other businesses, be careful to obtain their express authorisation and be precise about whose businesses you are talking about.
Maintain accurate records of consent and a “do not contact” list of anyone who objects or chooses not to be contacted.
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Nick Wood also writes more blogs and article about websites, marketing growing your business online on the ByteSizeMe Blog