Database marketing is at the heart of any successful customer outreach campaign. From online marketing to the management of your website to the content within, a stale database marketing game plan will result in lackluster campaigning.
Fortunately, there are a number of ways to get your database marketing on the right track:
Database Marketing in a Nutshell
Many businesses rely on their databases to mine customer data that can then be used for marketing purposes. This is referred to as database marketing and it’s helping businesses of all kinds better target their customers.
Database marketing uses potential and current customer databases to generate and market personalized services and campaigns. This direct marketing format makes it easier for businesses to communicate with customers without having to go through other marketing channels.
If your business uses database marketing, there are a number of ways you can make sure you’re getting the most out of your marketing practices.
Avoid Database Stagnancy
The only way to take advantage of your database is by making sure it has a constant flow of data.
Although this seems like an easy task to accomplish, databases don’t keep collecting unique forms of data automatically – it’s up to you to add value to your database and your marketing practices.
As the following article looks at, along with the 6 reasons your database marketing isn’t working is database stagnancy.
Fortunately, you can avoid this issue by consistently finding new contacts and company lists to upload. By adding updated customer subscription lists and other business contacts to your internal database, you’ll increase your outreach and avoid stagnancy.
Segment Your Data
There’s a difference between good data and bad data. Good data will help your business optimize its marketing practices whereas bad data will bog down your database and throw your marketing off track. That’s why it’s important to segment your good data and eliminate your bad data.
You can do this by manually monitoring your database or using a program. Manual monitoring involves calling all customer phone numbers, verifing business contacts, and checking websites URLs for outdated information.
Although manually monitoring your database is effective, it’s also time-consuming, which is where monitoring programs come into play. A monitoring program will accomplish everything mentioned above quickly and automatically. Running automatic programs also takes human error out of the equation, but this type of software does come with some upfront costs.
If you truly want to take advantage of database marketing, then you need to start paying attention to the behavioral insights that your data provides.
Behavioral insights make it possible to use specific marketing channels to remarket your products and services, but only if you properly track those behaviors.
For example, if you run an online shoe store and a customer in your database searches for “sandals” while visiting your website, you can take advantage of that unique behavior. Instead of sending that person a generic marketing campaign, you can send them an email or text campaign that promotes your next sandal sale.
By keeping in mind the pointers above, you’ll really put some spark in your database marketing practices.
About the Author: Adam Groff is a freelance writer and creator of content. He writes on a variety of topics including database marketing and customer outreach.