Why Databases Marketing Fail

Mistakes that will ruin your email markeiting and how to overcome them!

JD Edwards User list

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•Improved customer retention•Cross-selling opportunities•Upselling and reactivation•Increased customer acquisition

Why does marketers fail to achieve these simple goals from database marketing.

Top goal of database marketing:

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Failure # 1: Lack of a Marketing Strategy

No clear plan to action

Haphazard strategies with no concrete conversion goals/metrics

More impetus on traditional marketing

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Failure # 2: Lack of prospects in your database

Less number of prospect in opt-in data

Incomplete or incorrect data

Lack of proper planning to acquire permission data

Failure to update data with active information

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Failure # 3: Treating all customers alike

No differential treatment of customers

Lack of knowledge on customer segemtation

Sending generic offers

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Failure # 4: Lack of retention strategies

Building a database is easy

Making money with a database is hard

Most people don’t know that

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Failure # 5: Lack of campaign tracking and testing

No training in email tracking

Failure to test email campaigns

Not tracking( open, CTRs, etc)

Dull email subject lines

Too many spam complaints

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How to develop an effective strategy:

Collect opt-in data from websites, and from all customer touch-points

Acquire multi-media contact information (email, fax, direct mailing address, phone)

Segment customer data on the basis of best customer profile

Test email campaign before sending

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Examples of effective marketing strategies

Get active with user Groups Send relevant newsletters Send surveys and feedback form Send campaign for rentention & Loyalty Programs Send loyalty offers for best customers

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What customers expect from you?

Quality of customer service

Increase ROI with product implementation

Benefit oriented Information

Convenience and ease in business

Helpfulness and quick support

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How to build lasting relationship through database marketing

Acquire and communicate with customers Add new prospect data from all customer interactions - Surveys, conferences, Promotion history, Transaction historyAcquire data from trusted vendorsUpdate data at regular intervalsUse latest media to communicate and get active through social networking

Thank You

Presentor: PJ Morisjd Edwards user List