An accurate mailing list of current customers is a goldmine for the sales and marketing department in any company. Keeping mailing lists up to date and accurate is important to maintain their usefulness. These lists are important as they provide leads for sales, a group for testing new products and a group to provide feedback on satisfaction.
Mailing lists may be lists of physical addresses or email addresses. It is a good idea to include as much information with the mailing list as possible.
- Track which services/products are used or purchased by that customer.
- Track how they make purchases.
- Track how often they contact customer service.
These are just a few useful ways to segment the list so that communication can be tailored to the specific customer.
1. Sales Leads
People who have already purchased from a company are more likely to purchase again, provided their experience was a good one. A mailing list gathered from current customers is a great place for sales to start. This is particularly true for a company that has multiple products. For example, a company that leases vehicles and provides roadside services can contact their customers who have only purchased one or the other. Sales can try to persuade them to purchase the other service.
2. New Products
Current customers who are happy with the product or service they have received are more likely to be willing to try a new product. As a result, a customer mailing list is a great place to start a product launch. Utilize the list to build excitement about the product even before it is ready to be purchased. Get people talking about what they want or need before the product officially launches and improvements can be made to make it even better. This information sharing is also a great way to get ideas for new products that will do well in the market.
3. Customer Service
A customer mailing list can be used effectively to get feedback on satisfaction levels. Tracking who uses the call center and then asking them to complete a survey on their experience is one example — giant companies like Optimum do this all the time. Utilize the information gathered from the customers to fine tune the areas of your company that have low satisfaction levels. Learn from your customers and let them help you improve.