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Cost effective and powerful database marketing at your fingertips

The benefits of database marketing are well documented. After all, it makes sense to market to people who are already engaged with your business. However, database marketing has been seen as the domain of very large organisations with enormous databases, profiling capability and hefty marketing budgets.

Not any more. ASENZ360's Web Tools makes this possible and affordable for even the smallest business.

If you are not already marketing to your database you should start

Even if you have a modest database, one of the keys to online success is building relationship, loyalty and leverage from them. This doesn’t mean you should be sending out daily emails, but it does mean you should consider one or more of the following:
  • regular newsletter
  • regular blog
  • special offers available only to your database members
  • targeted email campaigns
  • surveys, forums and other feedback mechanisms for your database to engage with

Database marketing relies on segmentation

In order to segment your database you need to capture data from prospects and customers. To start with, the most basic segmentation you can do is divide your database into: prospects and existing customers. From there, you may also wish to segment further into areas such as: referral source, address, age, income, purchase history. Having this information allows you to send relevant communications to the different segments of your database.

Take segmentation one step further with personalisation

ASENZ360 offers you powerful database personalisation software and capacity. In a similar way to sites such as Amazon, this means you capture data from your database and when you send out communications, people receive versions of your email or other message that are relevant to them.

You can even set up your website so that different database members see different content pages (once they have signed in, given you details and been appropriately segmented).

The more specific and relevant information and offers you can present to your database, the more likely they are to engage, return, spend and refer.

Implement and review your communications plan regularly

Effective database marketing relies on an effective communications plan. This is not an area that all business owners are naturally strong in. Creating a good online communications plan requires both marketing and internet knowledge. Your database and your knowledge of your customers is the beginning point.

After that it is a good idea to tap into current research about HOW people like to receive information, WHAT they do and don’t respond to and WHEN they are most likely to take a number of actions (ranging from opening an email to making an online purchase).

Talk to ASENZ about making the most of your database marketing.