Client Appreciation & Retention Marketing™

P.O. Box 9584

Niskayuna, New York 12309-0584

518-346-2115 tel  Contact Us

212-658-9003 fax

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1-Overview

2-The Database

3-Customer Info

4-Data Entry

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Building your customer list to launch a database marketing program

 

Building an Easy to Use Appreciation Marketing Database

 

At this point, you know the value of introducing database marketing in your business.

You now agree that it is far more effective to use your precious marketing resources to maintain or increase the sales from your existing customers.

You may even have calculated the lifetime value of a customer; the amount of future sales and profitability that individual customer represents.

 

So, when we speak of keeping a file, or database, with information about each customer, what are we referring to and in format format?

The four , or core, sets of information to maintain is:

  • Customer's first name

  • Customer's last name

  • Mailing Address

  • City, State and Zip

    •

You will notice that we start with a base of physical address information.  While email, text messaging and telemarketing communication are popular ways to make broad announcements, your one-to-one database marketing program requires your ability to contact the customer in a direct and personal manner.  Capturing the customer's name and physical mailing address is essential.

 

  • Customer's birthday (mm/dd)

  • Customer's anniversary

    •

Some business owners are reluctant to ask their customer for personal information.  Actually, satisfied customers are very happy to oblige; there is no better time than right after the closed transaction to simply ask if the satisfied customer would let you know their birthday or anniversary because "we send personalized cards" or "we like to help our preferred customers enjoy their special occasions".

 

  • Customer's email

  • Customer's home telephone

  • Customer's cell

After the customer has provided their home mailing address, some may choose to provide you with permission to contact them by email, telephone or text alerts.  For those who do not, or who frequently change their email or cell phone details, you will still have their home mailing address to maintain your personal contact.

 

  • Other names

  • Others' birthday

  • Others' relationship

The household will usually include other persons, typically a spouse , partner and /or children.  If an anniversary date is provided in the second set, you know there is another adult name and birthday to include.

 
copyright © 2010 DGAlcorn
P.O. Box 9584, Niskayuna, New York 12309-0584
Telephone: 518-346-2115  Fax: 212-658-9003
Revised: July 26, 2010