The broad brush approach to marketing is DEAD! But, remarkably, it’s still the method used by most businesses when they communicate with their customers.

As you segment your database you make your information more relevant and more personal – which means it will be more welcome. In other words, the more relevant and more personal you can make it, the better sales you will make as a result.

Think about the different ways in which you can segment your database, and hence tailor your communications to match …By product – did they buy the gas barbecue or the charcoal barbecue. The tools you try to sell them and free recipe ideas can then match their exact product type, making them much more likely to read on – and BUY!

• Geographic – can you tell them about the great customer support team local to them in Scotland, and the free discovery day that’s coming up in Edinburgh soon?
• Purchase history – ‘it’s been over a year since we last saw you – would you like a fitness review with one of our trainers?’
• By price – make sure you only send them new product options that match their average spend.
• By sex - offering a glamorous pre summer makeover to the ladies – and not the men!

And with clever technologies so easily available these days, sending personalised communications is extremely easy to – not just ‘dear customer’ but ‘dear Jill’.

More relevant. More personal. More sales!

Source: Nigel's Botterill's Entrepreneur's Circle

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