So far, much of this chapter has been devoted to the development of permission and ideas on “how” to collect those email addresses. Keep in mind that an email address and permission to mail it are the tip of the iceberg when it comes to building an effective marketing database.
The great thing is that you can essentially use every one of these tactics to build data on the attributes that help you drive business. In the next chapter, we’ll cover segmentation, which will also help you decide what sort of data is worth collecting.
I’ll end my thoughts on a light note. You know those milk ads that feature celebrities with a nice white mustache, saying, “Got Milk?” My next book will feature me on the cover wearing a shirt that says, “CRM,” and a caption that reads, “Got data?” Just as milk promotes healthy bones and teeth, data promotes healthy relationships in today’s world of analytical marketing.
Case Study 1: Incentives That Work
A restaurant with a mere 102 customer email addresses knew that its email subscribers were more engaged, visited more often, and tended to spend more than other patrons. The question was: How could they find more patrons willing to provide an email address?
With help from an agency, the restaurant developed an incentive that presented a win-win for both patrons and the restaurant. In exchange for his or her email address, the patron received a $10 coupon redeemable Monday through Thursday. The same strategy was implemented ...