Your customer database is a valuable part of your business.  People on the list parted with their personal details because at one point you convinced them that you had a great product or service worth keeping an eye on.  Even if they did not or have not yet bought from you, by signing up to your database they are telling you, ‘I’ll buy from you if you can convince me I should.”  They are tomorrow’s potential customers.

The beauty about this list is that you have already started the process of a sale with a relevant customer within your target market.  You have their attention.  They like something about you.  These people on your list are all warm leads.  So, it makes sense, that the more people on this list, the greater the chances of a sale.

With this list you can communicate random offers, start loyalty campaigns, invite product feedback, ignite grassroots discussions, launch refer a friend campaigns, promote complimentary products, clear stock and overall, inform, educate and inspire them with how they will benefit with your product.  The list about what you can do with your customer database is endless and so are the opportunities it can bring.

Armed with this knowledge, what can you do to keep building this company asset that will ultimately result in more sales?

Here are 10 ways to increase your list of potential customers: 

Email signature

All your correspondence should include a hyperlink to ‘join us on facebook/online/VIP club’, for special offers, etc

Website

When customers visit your website, is it obvious where you go to sign up?  Make it easy for the customer to sign up. The sign up tool should be on every page.

Sign up incentive

You are asking people to part with their personal information, so consider rewarding them with an incentive such as % off their first order, or go into the draw to win, etc

Refer a friend

When you do send out a e-newsletter, ensure you incorporate a ‘refer a friend’ link. Your e-newsletter provider will assist with this and it will encourage others to sign up

Counter list

Have a list on counter/trade show/event so that people can fill in their details to be added to the mailing list.

Sales process prompt

When you are processing a sale, at what point is the customer asked to sign up to the mailing list?  If this process is not yet formalized, you could be missing out on leads for future sales

Business card bowl

This is a tried and tested practice and we have all seen the ‘put your business card in the bowl to win’ sign.  However dated, it is still important to get these cards, record the details and follow up

Purchase a mailing list

If you need access to critical mass, you can always buy this information from credible providers.  When it comes to contacting them, just make sure you comply with spam regulations

Cross promotion

Is there a complimentary business that you can approach to promote each others offering? Perhaps you sell children’s books and know of someone who sells children’s bookshelves and room décor.  The target market is the same.  Offer to promote a product of theirs and a link to sign up to their database if they reciprocate

Packaging

Make sure you are including your website address or reference to where people can sign up on packaging, in-product instruction sheets, and receipts. i.e. ‘Like this product?  Join now for more rewards and secret sales on products like this’