Database communication is a primary lead generation tool

Create an effective, measurable, interactive communications program with your database or risk losing them to competitors who are talking and listening more than you.

By communicating with your customers in a regular and planned way, customer retention and spending rate improves by a measurable amount.

It solidifies your customer's beliefs about your service and value proposition

Brands exist in the minds of customers not only through their experience of your product or service, but through the long-term effects of communication.

Regular communications are by far the most important driver for encouraging new business. They are also the most critical factor in creating repeat business and a sense of loyalty from existing customers.

Your loyal customers are your best lead generators

There is no marketing technique as powerful as word of mouth. Communicate with your customers. Build relationship, trust and loyalty. Give them a reason to talk about you, promote you and whole-heartedly recommend you.

Relationship building works and has lasting benefits.

Plan ahead so you're not playing catch up

A year-long email marketing communications plan helps you be proactive with customers, rather than reacting to market trends. By scheduling your communications in advance, you'll set benchmarks for what you want to achieve, measure and improve your results as you learn more about how and why people buy from you.

Statistics

ROI from email is much higher than other channels. In fact, email ROI will hit $45.65 for every dollar spent in 2008, more than twice the ROI of other mediums including search and display.

*Survey Results: Datran Media, consistent with Direct Marketing Association's reports

Deliverables

Effective communications planning involves creating a unique communications plan for each segment of your database. In its simplest form this is your prospects and customers. In a targeted form, this is your prospects or customers that are segmented into unique categories that your business has a specific solution for.

Identify key customer groups
Segment database (*if required)
Define communication objectives and strategy
Define content to support objectives
Create calendar of events
Set-up template including layout and design
Construct first communication and send out

Cost

Fixed price for a standard plan of customers and prospects.
Price is determined by the number of individual customer groups requiring a separate plan.

Example

Type of Business: Restaurant chain

Objective: Increase frequency and reactivate members who seemed to be “drifting away.”

Target: 4,000 frequent diner card members who had not earned any points during the previous 3 months.

Execution: Promotional offer $5 discount on dinner. Valid for 35 days.

Results:

Average member visits went from 25 per day before the promotion, to 42 per day during the promotion, and 29 per day in the 35-day period after the promotion was over.
Average visits per card went from 1.18 before to 1.26 during and 1.22 after the promotion.
Incremental sales were $17,100 during the promotion and $4,700 in the 35 days after the promotion was over.
Reactivated 599 people who were otherwise lost as patrons.