If you have a business that uses a point of sale (POS) system to ring up sales and help keep track of inventory, you have a distinct advantage when it comes to making contact with your existing customers. Most POS systems for professional services will automatically generate a mailing list based on previously entered consumer information.
Why not send out mailers to thank customers for their loyalty to your business or to let them know about upcoming sales? This will keep you fresh in their minds and encourage them to come see you again in a friendly, non-invasive manner.
Large grocery stores are masterful at this practice: when customers use their store cards, the POS inventories the types of goods they buy most often. The store then will periodically mail out discount coupons for those goods, and that customer is more likely to return and use them.
You may also wish to send periodic messages to existing clients via email. Of course, this saves in mailing costs, but it carries inherent risks. Consumers are wary of Spam-like materials showing up in inboxes, even if it's from a business they know and like. They may feel as if the private confine of their computer is being violated, and the technique can backfire.
Some firewalls, of course, will send such missives directly to a junk mail file where they won't be seen at all. If you wish to communicate via email, make sure to always get the customer's explicit permission first.
While keeping in touch with an existing clientele and fostering those good relationships is essential to your success, so is reaching out to potential new customers. One option is to send out mass mailings, but this is not always cost effective.
A tried and true form of mailing is to use a list specifically tailored to your potential customer base. For instance, a doctor or pizza parlor may want to use their mailing dollars to contact brand new move-ins to the area who may be looking for their services. A reputable mailing list company can be a great help in determining who you want to reach and then generating a selection of local customers who are most likely to respond to your ad.
The key is to optimize positive results for every marketing dollar you spend, whether it's on existing or new customers.
If you are interested inconsumer mailing lists to help your business, contact the consumer mailing list experts: Alesco Data. Art Gib is a freelance writer.
Tags: business, advertising, consumer mailing lists, consumer mailing list