To help ensure the success of a campaign to re-launch a number of communications, AOP needed to reach all members and non- members via email, post and phone. Multiple channels would be required to communicate changes to the subscription to Optometry Today, encourage non-members to join the AOP and improve the effectiveness of future marketing activity.
An internal data audit identified that a significant proportion of the database contained records that were incomplete or out of date. Duplicates and older data were removed in-house.
But there was still uncertainty about the accuracy of the remaining core data like names, addresses, telephone numbers, email addresses.
Also many records did not contain vital information essential for understanding their audience and personalising communications, for example their mode of practice and qualifications.
The targets set by AOP, were that Chord would telephone cleanse core data including addresses, telephone numbers and email addresses for home, work and term-time and current employer for 70% of reachable contacts. Also then to verify or add to a minimum of 50% of contacts, profiling information relating to individuals’ preferred postal publication address, qualification and mode of practice.