The challenge
The client uses outbound and inbound telephone activity alongside direct mail to promote a portfolio of lottery offerings.
Because of the nature of the products and their audiences, standard data selection was not enough. The client needed confidence that records were suitable for the intended channel and that additional care had been taken over who should, and should not, be contacted.
It also needed experienced call-centre partners capable of handling both outbound acquisition and inbound responses appropriately.
The approach
aura worked side by side with the client to develop its data and delivery model from the programme’s inception.
For each campaign, aura sourced audiences with the appropriate permissions and suitability for telephone contact, direct mail or both. Alongside applicable ICO guidance and the DMA Code, aura introduced additional client-specific selection and suppression criteria reflecting the nature of the offering and its intended audience.
aura also helped identify and onboard call-centre partners with relevant experience in managing outbound campaigns and handling inbound customer responses.
To maintain data quality and reduce inappropriate or wasted contact, aura supported the client’s data-hygiene processes and coordinated suppression across:
- Telephone Preference Service records.
- Mailing Preference Service records.
- Gone-away records.
- Deceased records.
- Relevant client and campaign suppression files.
These checks were incorporated into a coordinated process so that data could be prepared consistently for each channel and campaign.
The outcome
The partnership established a dependable foundation for the client’s multi-channel acquisition activity.
- Channel-appropriate data for telephone and direct-mail campaigns.
- Additional audience safeguards tailored to the lottery offering.
- A coordinated approach to data hygiene and suppression.
- Reduced risk of unsuitable or unnecessary contact.
- Experienced inbound and outbound call-centre partners.
- Consistent data processes across multiple lottery propositions.
- Ongoing support from the programme’s inception.
aura continues to work alongside the client, helping it source suitable audiences, maintain data quality and coordinate the partners involved in campaign delivery.