When it comes to acquiring new customers, you need to build databases quickly and cost effectively.
Most business owners would not have the appropriate technology and advanced analytics you need to determine your allowable cost-per-new-client, so you know your limits as well as when to increase spending.
Technology allows you to understand and build “Business Intelligence” with your customer’s behaviours. Please be kind to your business and the law requirements, DO NOT send email with Outlook, as it is not SPAM compliant and does not provide you any business intelligence to grow your business.
For example, when you send an email would it be helpful for your business to understand in real time the following?
- Did they receive your email
- Did they open your email
- How long it took them to open their email
- How many time they open the email
- what where they interested in reading
- Did they forward the email to a friend
- Did they click on a particular link if so how many times
- Automatically track and flag invalid e-mail addresses
- and more…
Your marketing efforts on acquiring the right type of customer for your organization must be constant and focused on building a strong database containing as many as possible prospects and customers through direct mail, print media, email, online activities, telemarketing, and point-of-sale registration.
If you don’t have an email database, here is a simple tip:
Step 1: organise a competition with a big prize e.g. “WIN A TRIP for TWO” (work with a travel agent to promote them and get it for free). Step 2: design and print a postcard and send it to your database or distribute it through your network or point of sales.
Step 3: yes... you may have to use an old delivery system such as the post services.
Result: conversion of an address book to an online database by getting the card recipients to register online.
Et voila...you did not have to call everyone to ask them for their email address and now your digital database is growing.
PS: Today the most cost effective communication solution is email (up to 1000 times cheaper) to create and send emails than direct mail distribution, the sooner you start building your email database the sooner you will build customer acquisition and retention at a very low cost.
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