Permission-based marketing that is engaging your customers, building their trust, and getting their permission to market to them directly, should be at the core of every advertising and marketing decision you make.
Why is permission-based direct marketing to your customer database so profitable?
1.) Your permission-based direct
marketing is talking to a proven demographic…that is people who have
already bought from you or expressed an interest.
2.) By virtue of them giving you permission to be
added to your database pre-qualifies them as future customers or repeat
buyers.
3.) Technology has made direct marketing virtually
free! Remember when direct marketing involved paying a printer to print
your direct marketing materials, you had to buy envelopes and pay for
stamps or delivery? Today, direct marketing is done via e-mail…no
production costs and no delivery costs.
And of course, your old snail-mail database lost track of your customers
when they changed mailing addresses, while their email address follows
them wherever they may go.
4.) Some studies have revealed that
it can cost up to twenty times as much to find a new customer through
advertising as it does to keep old customers coming back with direct
marketing.
So why advertise in the media at all?
1.) Every customer or prospect list
turns over at the rate of 20% per year. Marriages, divorces, income
changes, physical moves, deaths, births and a number of other
unstoppable lifestyle changes will render 20% of your previous customers
as non-customers every year. Advertising for new customers is vital to
replace that attrition.
2.) Aggressive competitors will
inevitably “steal” some of your customers, necessitating the need to be
continually replacing them with new customers.
3.) Advertising can encourage more
people to give you permission to add them to your email list.
4.) You want your customer list, and your business, to grow.