Earn more money with DB marketing - Part 4
Posted 30th January 2009 at 05:31 PM by awesometbn
Tags kotler, reactivate
To reactivate customer purchases
We've said it before, but sometimes customers need a little prompting, just a little reminder that your company still exists. Earlier in the miniseries we talked about autoresponders. These automatic marketing methods can be employed to regularly send out Christmas cards as shopping hints, birthday and anniversary congratulations, and off-season promotions. As long as you keep your database updated, you should receive a favorable response.
That may help you to earn money from most of your customers, but what about the others who do not respond? Use your database to flag those records, and group those customers into special categories that deserve extra attention. A policy in your company may exist to destroy or delete database records after a period of inactivity. But think about that for a moment. What if you did not delete them? You could try to extend your relationship with these people who are practically out the door, by contacting them once more with a thank you message for being a previous customer. Perhaps an invitation would reactivate their interest and cause them to seriously consider you for their next purchase.
It's kind of funny about those policies, because you wonder who is setting the rules: the marketing department or the IT department. True you want to reduce clutter and streamline database operations, but on the other hand, this could be an opportunity to earn more revenue (you already have a history and know they are capable of purchasing). Decisions are easier with small business owners, because most of the time you're not dealing with multiple departments, only a handful of people who happen to be the founders.
Interested to know what you think about using your database to reactivate customer purchases. Add your comments to the section shown below. The last part of the miniseries is how you can possibly earn more money by not making major and expensive mistakes.
We've said it before, but sometimes customers need a little prompting, just a little reminder that your company still exists. Earlier in the miniseries we talked about autoresponders. These automatic marketing methods can be employed to regularly send out Christmas cards as shopping hints, birthday and anniversary congratulations, and off-season promotions. As long as you keep your database updated, you should receive a favorable response.
That may help you to earn money from most of your customers, but what about the others who do not respond? Use your database to flag those records, and group those customers into special categories that deserve extra attention. A policy in your company may exist to destroy or delete database records after a period of inactivity. But think about that for a moment. What if you did not delete them? You could try to extend your relationship with these people who are practically out the door, by contacting them once more with a thank you message for being a previous customer. Perhaps an invitation would reactivate their interest and cause them to seriously consider you for their next purchase.
It's kind of funny about those policies, because you wonder who is setting the rules: the marketing department or the IT department. True you want to reduce clutter and streamline database operations, but on the other hand, this could be an opportunity to earn more revenue (you already have a history and know they are capable of purchasing). Decisions are easier with small business owners, because most of the time you're not dealing with multiple departments, only a handful of people who happen to be the founders.
Interested to know what you think about using your database to reactivate customer purchases. Add your comments to the section shown below. The last part of the miniseries is how you can possibly earn more money by not making major and expensive mistakes.
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