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You could consider letting contacts remain in the database for as long as you can cost-effectively market to them, be it by fax, phone, or email. It is frequently the case that first sales are made with prospects who have been in the database for two, three, four years, or more. The simplest way to calculate the cost-effectiveness of maintaining these prospects in the database is to compare the cost of a year's database marketing to a single prospect to the cost of generating a new one. That is, if your company will spend about $200 to generate a lead, and it costs $20 to keep contact with an existing lead for a year, you can hold on to this record in the database for about ten years for the equivalent expense. You should ask your inactive prospects if they are still interested in your message from time to time, especially if you plan to keep them there for a while. In your materials, mention that if they do not respond to your inquiry, you will simply remove them from your list. If they reply positively to this request, you should definitely be sure to maintain their record in the database. Then, just remove those who you haven't heard from after a good amount of time has passed since the request. It's even better if you keep non-responders' information for statistical purposes, and simply code these records to suppress their appearance in active email, fax or phone contact lists. Article Source: http://www.articlewheel.com
M. H. "Mac" McIntosh is described by many as one of America's leading business-to-business marketing and sales consultants and an expert on sales leads. He is president of Mac McIntosh Inc., a sales and marketing consulting firm that helps companies get more high-quality sales leads and turn them into sales.
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