So, Let’s Build a Marketing Database!
Last Updated on Saturday, 31 July 2010 10:01 Written by Kevin Sunday, 28 June 2009 01:34
We always need lots of information within any client-supplied database to make mailing communications more personalised and relevant, to boost response rates. But the big problem with databases is that they’re inevitably a mess.
Companies today are lucky to have one that has accurate names and postal addresses, let alone the customers email address, 
or other specifics like birth date, demographic, spend pattern, product or service preferences.
Specifically, what’s needed? To the left is a database header listing extracted from our workshop. It shows the key items a good marketing database should hold. A good list will have a dozen or more elements, not the typical 5 or 6 being simple name and address details. But what simple tools can we use to build, manage and then keep such a complex list up to date?
And getting the data is just half the battle. What you do with it is the secret.
CRM to the rescue
Wikipedia describes CRM (Customer relationship management) systems as: “the processes a company uses to track and organize its contacts with its current and prospective customers … Typical CRM goals are to improve services provided to customers, and to use customer contact information for targeted marketing.”
Today there are loads of affordable CRM packages arriving, many designed for specific industry sectors. Some, like Salesforce.com offer various options, sold by way of an annual subscription.
In fact a good CRM system can also help put the company marketing on autopilot. A unique business solution becoming popular in the US is from Infusionsoft, which emphasizes advanced automation options.
Plus, there are dozens of other amazingly simple, lower cost systems available too. e.g. Highrise, Tactile, Capsule, Heap CRM and Relenta. GoogleApps marketplace also provided us with another amazing CRM list recently, being the tip of a growing iceberg of crm options. Read more. We’ve also discovered an amazing, locally developed small biz solution called Tymwise. Sold as an online booking system for service businesses, it includes a lot of neat CRM and business management features. If it’s an online accounting package you need, there’s none better for small business than Xero. Some CRM systems, like Capsule, link in with Xero.
These are a big leaps forward compared with traditional, high maintenance solutions like Goldmine, SAP, Prophet or ACT. But why online? Simply because there’s no software to install or endless bugs, upgrade costs or patches to worry about. This new web based ‘cloud computing’ model, sometimes referred to as ‘software-as-a-service’ is becoming very popular within all industry sectors due to its low cost, good reliability, ease of use and flexibility.
The Loyalty Programme Ingredient
The real secret to success is when we can tie these CRM systems into a customer loyalty or rewards programme which provides realtime purchasing (transactional) data, giving a holistic view of the customer profile and spend pattern.
To date very few companies here or overseas do this. Most stop at the demographics. But mining the transaction or accounting data (along with innovative creative and offer), is how industry leaders like Rafi Albo consistently achieve amazing 15-35% response/redemption rates.
N.B. Expert planning and implementation is the key to success with any CRM + Loyalty package. Call us for advice on one that would suit you best. We’ll help you and your chosen vendor fine tune it for your specific industry and marketing needs.
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