A question we ask all our clients is ‘Are you working your database hard enough?’. Thoughtful, targeted use of your customer data can make a huge difference to your bottom line but is often overlooked.
If you’ve been in direct sales for any length of time you’re likely to have amassed a valuable database of your customer’s details. You’re also likely to have paid a lot for this information in terms of marketing spend, time and effort. If you calculated how much these cost, you might be surprised! It therefore makes sense that you maximise this resource.
All too often database marketing falls by the wayside or doesn’t get the attention it deserves. Time and again we speak to clients who are doing little or nothing with the information they hold. So how do you make the most of your database?
Take a strategic approach to working your database
Beware of blanket over-emailing or sending loads of catalogues in the post. Take your time to assess exactly what your customers respond to. When you carefully analyse the messages, the medium and the offers that generate the best results, you will be able to make your communications more personal and impactful.
We know that customers respond more positively to personalised offers and, with consumers becoming increasingly selective with their spending, this is more important now than ever. Careful targeting can help your message cut through the noise to deliver sales.
How complicated are the logistics?
Not very! In fact, once you’re properly set up mailing your customers is a piece of cake. We use a mailing system which allows for huge flexibility and is ideal for delivering personalised messages. You can tailor your messages individually or in groups so eliminate wastage (another key consideration) to ensure you get the best response rates and value for money.
Maximise your profits
We are seeing fantastic results with this approach and it is certainly helping to negate the fall in response rates that most of our clients have experienced in 2023. If you are interested in exploring mailing opportunities in this way, we’d love to chat through your plans with you. If you think your database has untapped potential get in touch.
Alice Buttling, MD & Media Director