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Lori Feldman covers email and database marketing at the 2010 MarketSTL Conference in downtown Saint Louis MO
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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!
