Then you can create an e-mail invitation by performing an e-mail merge and filtering on those customers who have e-mail addresses.Īt its most basic, a mailing list is a text file that separates recipient records into common fields. You can first address your print invitations by performing a mail merge and filtering on customers who do not have e-mail addresses. Send e-mail to save on postage Save on mailing costs for an invitation-only event by sending e-mail invitations to those customers who provide their e-mail addresses. You can also can notify customers about similar products ("Customers who bought what you bought also bought this"). To do this, you need to track customers' purchase history. Use purchase history Send special announcements to those who have made recent major purchases, or notify customers when you have new models of their favorite brands. Tailor separate mailings by gender Announce a new product line to only men or only women by including each customer's gender ("male" or "female") in your mailing list. Month, day, year (such as "January 1, 2000"). If you want to offer a promotional gift to all customers whose birthday falls in the current month, you can collect their birth dates as Mail to customers in a specific locale Filter your mailing list by city or postal code, so that you can easily announce a promotion only to customers who live in a certain location.Īdd a personalized greeting Personalize a mailing by including the recipients' first or last names in a greeting line by separating the name intoįocus on recipients of a certain age Notify customers of products or services that are appropriate for those customers' stage of life (such as planning for retirement in their twenties versus planning for retirement in their fifties) by collecting the birth dates of your customers as Print mailing labels Create mailing labels, for which you need only name and address information. The more complexity you add to your mailing list, the more work you must do to maintain your list.įor example, you might use customer data in any of the following ways: The more detail that you capture in your mailing list, the more options you have for targeting your mailings.īut make sure that the detailed data that you track is the data that you will use. How to use customer dataĪfter you obtain information about your customers and potential customers, tracking the attributes that they have in common can be very useful. Plan on devoting between a third and a half of your mailing campaign's time and budget to refining your mailing list for targeting appropriate customer segments. The more you target your mailing at a customer segment that is likely to be interested in a specific offer, the greater your mailing's rate of success. You can limit your mailing list to names and addresses, or you can include more details about each customer so that you can categorize the customers into segments that make sense for your business. No matter how clever your mailing is, it will have little impact if you send it to the wrong people.
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