TAP TAP GO
Inspect the composition
Ask how contacts were collected, when records were last updated and which customer segments they represent. Review the permitted outreach process with the appropriate internal owners. A database of inactive or unrelated contacts should not carry the same forecast weight as recent, relevant customer relationships.
Sample a permitted campaign
Use a small, appropriately authorised outreach sample with a defined message and qualification rule. Measure valid delivery, response quality, meetings and actual customer actions. Avoid using raw replies as evidence of purchase intent. Record negative responses and opt-outs because they reveal audience fit and possible operational problems.
Value outcomes rather than records
Compare the sample with a route that does not depend on the database, such as an event or targeted inbound campaign. The database earns commercial value when it produces qualified opportunities at a sustainable effort level. Keep any projected scale-up explicitly conditional on maintained quality. Ask whether records contain enough context to match the offer to a genuine need. A verified email address is useful for delivery, but it does not establish purchasing authority, interest in the product or permission for a particular marketing campaign.
Illustrative operating example
A hypothetical database contains 50,000 contacts, but a permitted sample of 500 produces ten relevant conversations and one purchase. The observation supports a pilot result. It does not establish that contacting the remaining records would yield 99 additional purchases.
Make it practical.
Use this checklist as you read. Checks are not stored.Published by Tap Tap Go. Product availability and eligibility vary by programme and market. About our stories.
