Creating a database – What fields do I want?
The most valuable thing you can do before you start creating and sending emails, is to ask yourself three key questions:
Who is my customer?
What would be the best thing I could do for that customer?
What information do I need to enable me to do it?
The answers to these three questions form the basis of your e-marketing plan. If you have not already done so, check out one of the “Marketing Templates” provided and see how we have answered these questions. Armed with this information you can work out the information you need to capture for your database. This is your data-capture form.
It is likely to include:
Demographic information that is relevant to your customers i.e. postcode, male or female, private or corporate client etc.
Dates that are specific to each customers e.g. birthday, wife’s birthday, anniversary. Anniversary of a purchase i.e. times when you can contact the customer with relevant information. These are “touch points” (see below) these dates became fields in your database.
Key Dates – “Touch Points”
Touch points are when you “touch” your customer. They are key dates that are relevant to your customer’s expectations of you as a supplier and when your contact will be welcomed. Some “touch points” are specific to the customer e.g. their birthday, but others are relevant to you e.g. Melbourne Cup if you are a Restaurant.
To create a raving fan you need to develop an ongoing positive relationship with your customers. Identifying the touch points enables you to create email messages that are relevant, personal and timely. Over time you build trust and loyalty with your customers and they become ambassadors for your business.
Touch Points obviously vary from industry to industry and the following list is intended to stimulate your thinking on what suits your business.
Tip: you can also look at the Marketing Templates for mo