In today’s marketing environment, an extended, up-to-date and streamlined customer database is a marketing must-have. It can be used for marketing, research and driving customer relations.
Yet simply having a customer database is not enough – it’s what you do with it that counts. Let’s look at some ways you can use your customer database to its full potential.
- Learn from the information
Your database can be the perfect tool to help you spot emerging trends, e.g. if most of your customers own a cellphone, you can use focus on marketing via SMSs and optimising your emails for mobile users. You can also improve your products and services: by using funnel analytics tools, you can see how people use your product and can help you to brainstorm ideas for improving your product.
- Organise your customers according to different market segments
Group your customers together by coordinating their likes, preferences, type of relationship; e.g. prospects, existing customers, suppliers, partners etc. Keep your contacts well organised. This would save you time when looking for a specific group and also optimise your marketing efforts, as you will be able to send different campaigns to different segments.
- Personalise content and campaigns
You can target specific customers according to their specific needs, using the markers they have in common. These personalised messages are more likely to be read and be effective – emails based on the context of what a customer has done and hasn’t done in regards with your product feel better to read and convert better than batch-and-blast marketing.
- Create a personal relationship
Send messages on birthdays and holidays; or the anniversary of when they joined your programme. One of South Africa’s cellular service providers recently sent a message of appreciation to their customers out of the blue, which bought them a lot of goodwill as people responded to the random kindness.