Home Business Insights & Advice Database integration: Identifying phone numbers and incorporating them into your marketing campaigns

Database integration: Identifying phone numbers and incorporating them into your marketing campaigns

by Sarah Dunsby
14th Jun 24 12:30 pm

Incorporating customer phone numbers into marketing campaigns has numerous benefits for a business. For instance, it’s a great way to skip the middleman and reach customers directly and influence their buying decisions. Not to mention the fact that having a good database of numbers can greatly enhance your reach and effectiveness. In this guide, we’ll give you a brief rundown on phone number integration and its influence on your marketing campaigns.

What are lookup APIs?

Lookup and validation APIs are tools that allow you to access information about a phone number. They can provide details like the phone number’s validity, carrier information, location, and even tell if it’s a landline or mobile. Using these APIs helps ensure that your phone number data is accurate and up-to-date, and if you want to use it now, check out numlookup here.

Using lookup APIs to verify phone numbers

  1. Data validation: Use lookup APIs to verify the accuracy of collected phone numbers. This ensures you only store valid numbers, reducing the risk of bounce rates and improving communication effectiveness. Storing only valid numbers not only streamlines your database but also helps in maintaining a good sender reputation. Also, accurate data from validated numbers allows for more accurate analytics and reporting.
  2. Carrier information: Lookup APIs can identify the carrier associated with a phone number. This information helps tailor your messages to the right audience, ensuring they reach the intended recipients. Understanding carrier information also allows businesses to segment their audience based on the type of service, such as prepaid or postpaid plans, and create more personalised marketing campaigns.
  3. Location data: Knowing the location associated with a phone number allows for geographically targeted marketing campaigns. For instance, you can send promotions specific to customers’ regions, increasing relevance and engagement. Not to mention, understanding location data helps businesses comply with regional regulations and consider time zone differences, ensuring that communications are timely and appropriate.
  4. Number type identification: Determine if a phone number is a mobile, landline, or VoIP. This helps in deciding the best communication method, whether it’s SMS for mobile or voice calls for landlines. VoIP numbers, commonly used for internet-based communications, have certain distinct characteristics and are preferred for certain interactions. By identifying the type of number, businesses can choose the most effective communication method, improving customer experience and increasing the success of marketing campaigns.

How to store and manage phone numbers?

You can store verified phone numbers in a secure, organised database using CRM software like Salesforce or HubSpot to manage and segment your data effectively. You must also periodically re-validate phone numbers using lookup APIs to ensure your data remains accurate. This helps maintain the integrity of your database over time. It’s necessary to segment phone numbers based on customer behavior, preferences, or demographics.

For example, create groups for frequent buyers or those interested in specific products to target your campaigns better.

How to incorporate phone numbers into your marketing campaigns

  1. SMS: Send personalised text messages with special offers or updates. Ensure your messages are engaging and include clear calls to action, like “Shop now” or “Claim your discount.” Moreover, you can segment your audience to send more relevant offers, increasing the likelihood of conversions.
  2. Personalised calls: Use phone numbers for direct calls to high-value customers or follow up on recent purchases. Personalised calls allow you to address specific customer needs or concerns, providing a tailored experience that can lead to repeat business. This, in turn, can boost customer loyalty and satisfaction.
  3. Automated voice messages: Use automated voice messages for reminders, such as appointment confirmations or promotional events. Keep messages clear and provide options to opt-out easily to be safe. Automated messages can also be personalised with customer names and specific details to make them more engaging and effective.
  4. Customer feedback: Request feedback via text or call after a purchase or service interaction as this shows you value their opinion and provides insights to improve your services. Personalised feedback requests can make customers feel heard and appreciated, which in turn helps in fostering loyalty towards the brand. Not to mention, analysing the feedback can reveal trends and areas for improvement, helping you refine your products and services.

Keep yourself safe by respecting privacy

  1. Obtain consent: Always get explicit consent from customers before sending marketing messages to their phones. Use opt-in methods where customers can choose to receive SMS updates or calls.
  2. Respect preferences: Allow customers to easily opt-out or change their communication preferences. Include clear instructions in your messages on how they can do this.
  3. Protect data: Keep customer phone numbers secure. Use encryption and other security measures to protect your database from unauthorised access. Follow regulations like GDPR or CAN-SPAM to ensure you’re compliant with data protection laws.


If you were on the fence about using phone numbers to better optimise marketing campaigns, now is the time to take action. By collecting, verifying, and securely storing accurate numbers, you can create targeted, personalised marketing efforts that’ll give you so much more ROI in the long run. To check out other ways to boost your business, read this guide.

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