Most mailers come to us with the same questions and one of the ones we often hear the most is: “Can you help me do more with my database?”

I probably wouldn’t be writing this if JR Direct couldn’t help you out, and for 25 years we’ve been helping our clients make the most of their data with proven direct mail strategies. When it comes to your own data we have 4 key areas that as consultants we like to focus on.

  1. Explore your database and invite them back. We do this by helping you ensure you are capturing as much information as possible about your customers. By far they are your best asset, and the more you know about your assets the more valuable they become. Your customers already use and presumably like your product or service. In most cases they would like to use more services if you provided it to them again. If you don’t keep yourself in front of your customers someone else will.
  2. Clean up your customer list. It’s important that your messages reach your customers. As much as your customers may love your products or services you more than likely did not receive a card from them letting you know they moved. A semi-annual cleanup of your database is a great way to:
    1. Catch errors done during data entry
    2. Update addresses for customers who have moved
    3. Remove deceased customers
  3. Put more power in your message. Your customers already think you’re great. Or at least great enough for one sale. So let’s get them to love you. Today you have so many ways to stay in touch with your clients and keep them engaged with your products and services. From Direct Mail to Email to Special Promotions to Loyalty Plans. You would be surprised at how effective these programs can be at very little cost. They key is to understand your customers, and talk to them in the manner they prefer.
  4. Get your customers to bring you new customers. In today’s world of social media and websites it is key to drive your customers to all your available resources, and to speak to them in the manner they prefer. This builds a stronger experience for them, and one they are more likely to share with others. By helping you to utilize all forms of media, like our Lead Generation service, your customers have a great chance to share their great experience with others.

Keeping in touch with your existing customers is more important now than ever before. It can cost 5, even 10 times more to acquire a new customer than to retain an old one. Communication is key to retaining your customers, and it’s important to remember the old adage: “Everything starts and ends with your customers. Cater to them, listen to them and react to them”