According to the Direct Marketing Association (DMA), database marketing is one of the most effective platforms to use in a multi-channel campaign.

The survey revealed that, when used in conjunction with email, database marketing has a success rate of 95 per cent.

According to experts, data lists should be treated as a fundamental part of direct marketing campaigns during the recession.

The information from data lists can be used in a number of ways by businesses, such as identifying trends and improving the efficiency of promotions.

As December’s Database Marketing outlines, despite a rough ride over the years, telemarketing remains an extremely successfull channel when executed well.

Quoting Eclipse’s contact centre director James Le Roth extensively, Antony Begley runs through the arguments for and against in-house and outsourcing.

“Outsourcing can enable an organisation to extend the range and quality of its customer services. It can also give access to fresh areas of expertise,” said James.

Are companies really aware whether their call centres are operating at maximum productivity levels? Quite often contact centres may have grown from being a small space in a back office with a few desks to a fully operational call centre, but the technology will have remained unchanged. This can lead to outdated systems, all of which can have detrimental effects on corporate image, reputation and ultimately the success of the business.

This is where outsourcing can be a real benefit to organisations wishing to optimise their range of choice and level of customer services.

According to Eclipse’s own James Le Roth writing in utalkmarketing, outsourcing to a third party can also give businesses access to additional customer data, not available by conventional in-house means such as web forms. A skilled contact centre advisor will be able to interact on a more insightful level with callers, capturing the essence of how consumers feel about the brand, whether positive or negative.  

Eclipse Marketing has appointed Pippa Turnbull as a senior account manager.

For Pippa, this new appointment with the database marketing agency marks a departure from her previous role in the automotive industry, where she was direct marketing executive for BMW UK. She’s now spearheading the Eclipse team working on a major account for the food products company, Alpro soya.

“I’m very much looking forward to working in a different sector and to the challenges of working with a different kind of customer relationship – though many of the best-practice communication principles are transferable between industries,” said Pippa.