DATA COLLECTION IN THE UK – TIPS, AND ADVICE

Streets Marketing Agency offers a data plan, set-up, collection, ideas, and data marketing strategy service. 

THE RULES

First, you need to register to collect personal data.

WHY?

The Data Protection Act 1998 requires every organisation processing personal data to register with the ICO unless they are exempt.  www.ico.org.uk/for_organisations/data_protection/registration

TIPS TO COLLECT DATA PERMISSION BASED EMAIL MARKETING

By having permission from your customers allows you to build a list of potential customers who want to hear from you so your newsletters will not be regarded as SPAM. Customers who opt in want to hear from you and what you have to say.

To get permission you will need a domain page, a capture page, and an auto-responder.

The best way to collect data is online through your website. You can do this by having a registration area or a capture page. A capture page is a place on a website where your customers register their data and sign up with you.

ASK WEBSITE VISITORS TO SIGN-UP FOR

  • Email newsletters.
  • Knowledge hubs.
  • Online surveys.
  • Competitions.
  • To sell or buy items from your website (e-commerce websites).

WHAT INFORMATION SHOULD I COLLECT?

Name so you can personalise your direct mail campaigns (email and postal).

The mobile phone number for mobile phone marketing campaigns.

The email address for email newsletter marketing campaigns.

The address (including postcode and country):  so you can contact your customers for a postal direct mail campaign.

Gender female or male and age if possible (in age brackets is more effective).

You may want to collect more information at these collection points, such as occupation, hobbies, but remember the more questions the less likely people are to register due to time.

BE HONEST AND BUILD TRUST WITH DATA COLLECTION

Once people have registered their details ask them to opt in to receive email newsletters – this means they actually have asked to receive communications from you, therefore more likely to open and read. Tell people what they are signing up for, for example, you are signing up to receive regular email newsletters.  These will contain free marketing tips, tactics and valuable information to help you grow your business. You can unsubscribe at any point.

Once a person has registered and opted in then it’s a good idea to send an autoresponder thanking them and asking them to confirm their email again – two layer policy.

HOW TO MOTIVATE MORE SIGN-UPS

  • Ask existing customers to opt-in, makes sense to start with the people you already know.
  • Make sign-up easy. Joining up your blogs with your website via social media should get a stream of interested people who like what you say. As well as a retweet button to help customers share your valuable content with their followers, include a sign-up to your newsletter. Make it really easy for people to subscribe with a clear and accessible sign-up form.
  • Use an ethical bribe – You can use your valuable content as a lure for newsletter sign-ups. The promise of a free download written on key subjects will tempt some people to want to hear more from you.
  • Promote your list widely. Whenever you meet people or speak to new contacts, in the real world as well as online. Invite every valuable contact to opt in with an automated invitation.
  • Cross-promote. Encourage sign-up from your Facebook account, through Tweets, etc. Engaging headlines that offer little snippets of the stories can tempt people to sign up and read more.
 Contact us for a FREE quote 01780 591172/07855447968 OR EMAIL Maddie@streetsmarketing.co.uk

OR connect with Madeleine Lillywhite on LinkedIn.

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