In time - i.e. still buying
Companies that continue to buy from you stay on your verified list. There is then a temptation to say, "why don't I now save myself more money by cutting back on mailing these people - after all they are already my customers."
The fact is that most firms spend too much trying to get new customers and too little keeping old customers.
You need to keep mailing your verified customers who are "in time" - that is they are still buying from you - in order to stop them wandering off to your rivals. Indeed, all research in this area always comes back with the same finding - most people wander away to another supplier because the first supplier failed to stay in touch enough.
But you not only have to find a way to stay in touch, you also have to find a way to keep up the interest of the reader. Simply sending out another catalogue with the same stuff in it does not work. You have to vary your output - and again, just because you know about your product and your service, that does not mean you know how to keep the marketing varied. Sometimes it is a good idea to consult someone else - and as mentioned already Hamilton House does have a free review service that covers this. Send a copy of your current promotion to Creative@hamilton-house.com and we'll come back with thoughts.
But that's not all - you also have to analyse your customers and see what they are buying.
Some customers buy a lot, some buy a little. Some buy regularly, some occasionally.
Much of this is random - impossible to analyse - varying because of the vagaries of the customer about which you can do nothing.
But this is not always the way. There will be trends. There will be a group of customers who buy regularly, and a group who buy irregularly, and this is what you need to find out. Who are the big buyers, and who are the little buyers?
And you need to find out why?
To read more about analysing your list and your profit click below.
 analyse your list and profit
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