So? How badly to you want to grow and/or update or your customer database? Yeah, me too. But I just lost a battle that’s going to significantly cost me new subscribers. It’s a battle that could cost you too.
Our “complete” database was missing about 7,000 e-mail addresses, making it not really complete at all. So I had my graphics staff create a truly nifty postcard offering a $25 coupon for customers that sent us their correct email address. Flyers to be inserted into invoices were also printed.
You know that rule we all live by in corporate marketing America? That 20% of your customer base that will account for 80% of your sales? Well, if you are missing a good hunk of customer data, how exactly are you planning to market to that 20%? Or the rest of your database that you might be able to talk into joining that elite group?
We started getting responses. But
Network
