how to attract more customers
DESCRIPTION
Lori Feldman covers email and database marketing at the 2010 MarketSTL Conference in downtown Saint Louis MOTRANSCRIPT
How To Stay in Touch with Your Customers
With Lori FeldmanAka “The Database Diva”
#FollowUp
• 100% Online• 50%+ Online• Would like your business to be
50%+ online
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The Purpose of Business…
To grow customers
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What a Database Is NOT!
• A List of Email Addresses
• Shopping Cart
• Autoresponder
• Excel Spreadsheet
• Outlook Address Book
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US companies lose 50% of their customers every 5 years.
A 5% increase in customer retention can increase profits by
25-95%
Harvard Business Review
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Things Direct Database Marketers Know Are True
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DATABASE SEGMENTATION
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Creative10%
Offer
30%List60%
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RETAINING
PROSPECTING
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Poor Quality15%
Price15%
Poor Relationship
70%
Why Companies Lose Business…
Forum Group
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A . B. L. B.
5+
Email Newsletter
Limited-Time Promotion
Drip Marketing
Email Newsletter
“It’s a lot easier to sell a solution to a customer’s problem than
to sell the solution to what you think the problem is”
Case Study:325 New
Subscribers, 3 speaking
engagement,7 RFQs
<-- BEFORE
AFTER
Limited-Time Promotion
2. Limited Time PromotionSaleDiscountEventClose-Out
Drip Marketing
• When would you use it?1. Lead from your website2. Trade show lead3. Proposal sent4. First-time customer5. Customer stops buying (Inactive)6. Lost sale7. Networking meeting
~ 13% Ready To Buy Now
~ 65%
Tire Kickers or
Unqualified
~ 22% Yes, But Not Now
Traditional Sales Funnel
• Defined follow-up process of relevant messages…
Phone CallPost Card
Survey
• 0 Days - Thank You – “We appreciate you”• 1 Day - Meet our Staff – “Here’s everyone’s
contact info”• 5 Days - Customer survey• 10 Days – Special Report with Case Studies• 15 Days – Product Tip• 30 Days - Ask for referrals• 60 Days - Gift toward next purchase
5+
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1. Get a true, customizable database2. Add fields for segmentation3. Survey your list to see what they want4. Give it to them in your content (niche!)5. Set up at least 5 web forms to ABLB6. Auto-generate your e-newsletter7. Connect all web forms to drip marketing
campaigns“There’s no time; there never will be” – Do it now!