Your contact list is one of your most valuable marketing resources and if you keep an up-to-date database, you’ll have a goldmine of information.
It can help you to run your business more effectively, highlight trends and provide a snapshot of your most profitable clients.
Build your list
To start with, you need to think about the data you want to hold on each contact. Basic details – address, email, telephone – are just a starting point. Details about buying behaviour including type and frequency of orders can highlight trends and patterns.
Your list can start from a number of sources. Your existing customers and contacts are very valuable, but for new prospects, perhaps begin by using your local Chambers of Commerce. You could access their membership list for a small fee and they may well have contacts with other industry bodies.
Use your database to improve
By analysing your data, you’ll be able to make informed decisions about everything from product and service development to pricing. This will provide you with valuable market intelligence. You’ll be able to find your perfect customer profile and use that to target new prospects. By understanding your customers better, you can build stronger relationships and give them exactly what they want.
Keep your database clean
Maintaining clean data is an important job. Your list should have accurate, up-to-date and relevant info. It’s vital to clean regularly, so ensure that you remove or amend incorrect data and get rid of duplicate entries. You will very quickly annoy your contacts if you send them mailings that are incorrectly addressed or irrelevant to them. Also, if an individual has asked to be removed from your list then make sure that you do. The law gives individuals the right to stop their information to be used for direct marketing.
The key thing to remember is that quality output depends on the quality of the input, therefore make sure that you allocate time to develop your database and use it to its full potential.
If you need support to build and maintain your mailing list and create great campaigns then please get in touch, we’d love to help.