Marketing to your database

Database marketing is using the power of technology to keep in communication with your clients, prospects and sphere of influence (SOI). An effective database is the best tool that a marketer can have in their arsenal, bar none! It allows you to keep in touch with your Sphere of Influence, prospects and past and current clients.

No one likes to do data entry; so setting up a web form that will allow your users to add themselves to your marketing database is the perfect answer! These web forms will allow your database to start an auto-responder campaign, sending out messages to your users over period of time without any effort on your part.

The very best aspect of a database is the ability of it to personalize your outgoing message. Most databases will allow you to send out some sort of blast message (either by email or direct mail) which can start with Dear Client Name. I am sure most people realize that we are using technology to personalize the message BUT that does not decrease the effectiveness of using someones given name.

The most important thing you can have for your database is LOTS of people. These should be people who are interested in your product or service and who you have at least a small connection with. They can be member of a professional organization that you belong to, a member of your church, your friends, your dentist, past clients, or anyone with whom you would like to communicate. If you will commit to adding a fixed number of people to your database daily (five per day is realistic), you can guarantee that by the end of the year you will have at least one thousand, two hundred and fifty people to talk with on a regular basis.

The best thing about the internet is the ability to market affordably, and no where is that more apparent than with email marketing! Using just a little time, you can send a message to your entire database with just a few mouse clicks. A great message that is helpful to your clients can be sent once or twice a month without burning out your list.

Direct mail marketing is a great way to communicate with your customers. A targeted, multi-part campaign can make a tremendous difference in your sales volume and how your clients think of you and your product. That having been said, if you are only planning to send out one marketing piece, you may want to consider using another medium as direct mail requires a number of touches to be effective.

Autoresponders or drip marketing is another way to communicate with your database. This involves sending out a series of messages over time to your new clients or prospects, telling them about aspects of your business or service. Instead of yelling at them about your business, you tell them about it gradually through a series emails sent once a week or even every few days. Two great services for autoresponders are AWeber and Constant Contact, both of which supply a great service at an affordable price.

Make sure to have a plan for your marketing message to your database and stick to it! Nothing will cause you to lose touch with your list faster than sending out unrelated marketing messages that differ from your core product or service. If you are not careful, all those users you spent time adding will unsubscribe and reduce the number of people you have permission to market to!