Strategic Database Marketing II

The following methods of collecting customer data will help you keep track of sales and profit. This customer data can be found in the following places:

• customer order forms
• warranty card information
• servicing information
• records of returned products
• questionnaires filled out at time of purchase

The above information is very helpful but you will need a bit more to build up a successful database that includes wide-ranging customer information. This is where some of the newer techniques of data capturing enter the picture. The Internet has provided you with some great opportunities to use technology tools to your advantage. Again, keep in mind that technology is a utensil that you can use and not an end to a means.

All this technology means that you can use some very appealing and winning methods for having your customers leave you the information that you need.

There are many ways that you can correspond with your customers once you’ve got their interest:

• weekly newsletters
• automated e-mails
• targeting one time customers
• referrals
• discount or free product offers to customers
• email postcards
• follow up phone calls

Corresponding with your customers is much simpler after you have profiled them and know what they want to see and hear. Database marketing means that you learn as much as you can about your customers and potential customers before sending them any type of messages. Studies show that random messages sent to all your customers often fails since you will be spending a great deal of time and money to reach only a small portion of those customers that feel you have something to say to them directly.