Top tips for customer retention – who’s really your most valuable customer? Charlotte Lewis & Rob Willis
In 20 minutes you will learn how to... • Improve customer retention • Maximise the potential of your customer data • Segment your contact list to target marketing communications • Generate new leads for ongoing campaigns
Impersonal and generic campaigns • Can damage company image and reputation • Generic and boring • Resembles spam • How relevant is it to the customer?
Don’t make assumptions!
How could they be improved? • Personalise names in your communications using simple tools like Mail Merge • By segmenting your list according to preferences and behaviour you can choose the right messages for the right people • Now you can prepare more than one message and increase the effectiveness of communication
Who lives at WR2 6NJ? Not only will a postcode give you a geographical location. It also tells you: If they buy wine regularly, go camping in the US, read The Sun or The Financial Times, if they are a member of the National Trust... even if they eat granary bread!
Find out who your customers really are! Age 0-18 19-25 26-35 36+
How could you use this information? • Already use postcode lookup? Why not capture demographic information at the same time • Once signed up redirect them to a relevant area on your website • Send a newsletter with relevant content •Target specific premium customers • All about making it more relevant!
“ The money saved can be pretty big. It stops us putting thousands of pounds into a campaign and getting nothing back.” Customers are impressed with the effect Customer Profiling has – they’re amazed we can get that kind of information. Our direct customers love it!
Pricing Cost Credits £25 300 • Two credits required per postcode £50 1000 • Send us your data and we can append £150 3,500 it with demographic information £250 7,500 £500 20,000 ... ...
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