For the Hoarders: Why archiving your old prospects is crucial for direct email success

There comes a time in every company’s life where direct marketing becomes a necessity and having a clean database of active contacts is usually the best place to start.

However, you can’t have a database of clean, active contacts until you have reviewed everyone and archived or deleted inactive clients. In my experience, this situation causes many sales people to become a character out of Hoarders.
EVERY contact must be saved because SOME DAY they will buy something.

Unfortunately, days, weeks and years go by and these prospects are never contacted and they never buy anything.
They just collect database dust and take up valuable room in your CRM.

It is important to periodically archive your inactive prospects because when you begin a direct email campaign, you can waste valuable dollars sending emails to prospects who:

• Don’t want to buy from you
• Aren’t a qualified and viable prospect
• No longer work for that company
• Are out of business completely.

Emailing to these inappropriate prospects can affect the overall quality and success of your overall campaign. The goal is to send a relevant message  to a qualified prospect.