Robust Customer Database Builds Business
Your customer database is the key to meaningful messages that trigger response and make cash registers ring. That's the reason growing your database is a profitable goal. With a robust database, you can expand your current advertising program, enhance your e-mail communications, and develop more targeted direct marketing—even launch a one-to-one marketing campaign. Integrated data solutions are available to assist you to:
- Identify new sales opportunities
- Boost customer acquisition rates
- Reactivate lapsed customers
- Assess campaign effectiveness
Case Study
A leading retailer began with only 45,000 customer names, mailing addresses, and a minimal amount of e-mails. They wanted to augment their advertising insert program and begin using e-mail communications and more targeted direct mail.
Vertis suggested the creation of an Opt-In Registration page where customers could enter their personal information and opt-in to receive both e-mail and direct mail promotional information. Along with the opt-in page, the retailer continues to collect customer information through various in-store activities. Since creation of the customer database and posting the registration page, the customer database has grown to over 1,600,000 customers and includes 129,000 opt-in e-mail addresses.
With the more robust and growing customer database, Vertis supports the retailer with the creation of customer profiles, trade area analysis, and appending of children's birthdays, as well as appending names and addresses from phone number collections. More importantly, the retailer can now add transactional purchase data to the database.
Another area the retailer is advancing in is its eMarketing programs, including e-mails with links to the online version of its inserts, and promotional e-mail communications. With the continued enhancements to its customer database, the retailer is well on its way to developing one-to-one marketing communications.
