It takes a lot of work to gather a good database of names and addresses (or email addresses) for marketing purposes. Now that you’re tightening your marketing budget, don’t squander all the hard work that you put into your database!
More Rainmakers are taking these lists and segmenting them to make sure that they offer results. Before you might have taken the whole list and mailed to the entire group each month or every other month. Many are now breaking up the list and mailing to each, but only on a less frequent basis, but still several times a year. Still others are still mailing monthly, but doing only a third of the list each month, rotating to ensure each group hears from them each quarter.
Some have further refined the list and use them more as a customer management tool. Thinking of relationship building, they are focusing on this core list and developing it more fully to garner repeat and referral business rather than try to gather fresh new names and start the process all over again.
Whatever you do, don’t let your database lists languish. The longer the time span between mailings (or emailings) the greater the number of undeliverable (or uninterested) messages will be returned (or unopened).
Let us know how you are keeping your database alive, working and growing for your business!
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