Using Client Databases to Develop More Strategic Offers
“Now that’s a mantra I can get behind,” Marka said with a laugh.
Today’s FIRE! Point
The better you know your customers, the better you can market to them. Printing companies that keep accurate and thorough customer and prospect databases can target different customers with cross- and up-selling offers they’re more likely to be interested in based on the buying interests they’ve shown. Database marketing can also be used to produce separate communication streams based on geography, strength of customer relationships and other differentiating factors.
FIRE! in Action
Private Travel Club Uses List Marketing to Grow Revenue in a Down Economy
Club ABC Tours created a mailing campaign that mined the company’s database to target different customer segments based on prior travels or tendency to visit new destinations. This customized campaign yielded $400,000 in revenue within four weeks.
Next week: The FEI tribe discusses another strategic use for customer and prospect databases.