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Current Customer Mailing Lists

March 12, 2013 • Dundee Data • Marketing Campaigns, Targeted Mailing List Info

Targeted mailing lists are not just for gaining new customers, but for reaching out to current customers, as well. Making contact with current customers through direct mailings often produces a higher response rate than that of new prospects. Because the customer is already familiar with the company, its services and staff, the contact could prompt the current customer to use your services again.

As with all consumer mailing lists, it’s important to focus on a target and create a consumer mailing list from that demographic. For this list, you’ll want to know a few things about your customers.

First, when was the last time they did business with you? This may vary depending on the business. For instance, if compiling an auto mailing list the regular purchasers maybe buy every 5 years. But, if compiling a consumer mailing list for a hair salon a regular customer may purchase every 5 weeks. The frequency of purchases will help you decide when to send a mailing and how often contact should be made. How frequently the consumer buys is also an indication of how much they like your business and service. Marketing to this regular consumer will likely produce a high ROI.

You will also want to look at what customers are purchasing and how much they spend. For instance, when compiling an auto mailing list, it’s not likely that a young family of four will respond to a mailing on new convertibles. Instead, save that family for the mailing about this year’s new mini vans. Knowing how much your customer will likely spend is important. If you’re a florist and your average customer comes in every three months and spends $50, sending out a mailing every month to advertise a $150 arrangement will not likely produce a response.

While this is a significant amount of data to consider, the efficiency and ROI of a marketing campaign depends on it. If you don’t have time to review this data and compile it, we are here to help at Dundee Data. Don’t let your current customers go un-marketed to because you don’t have the time or resources.

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