The document emphasizes the importance of having your own customer database for effective direct marketing, enabling personalized communication and targeted sales efforts. Key benefits include increased sales potential to existing customers, improved customer relationship management, and enhanced marketing efficiency through relevant information. The document also provides five tips for managing a database and highlights the value of understanding customer needs and behaviors.

1. The Best Customer
Why Do You Need Your Own Database?
Direct Marketing tips by Mediapost Hit Mail
#1

2. Define: ‘database’
The Direct Marketing version
“A structured list of customers or
prospects that contains relevant
information about them.”

3. Why the role of the
database is so critical in
Direct Marketing?
 If you talk to the right people you can hardly fail.
 If you don’t know who you are talking to, you cannot make the right offer.
 You can personalize your message. Thus you talk to individuals, not groups.
 Why guess when you can know?

4. The best customer... is
the customer you know...
...this is why you need
your own database.

5. Current customers’ revenue
New customers’ revenue $
It is four times easier to sell to existing customers
than it is to sell to people who have not done
business with you.

6. If your database is
properly managed, your
customer will know that
he (or she) is only going
to be approached by you
at the right time to talk
about something he is
already interested in, in
a way which is relevant.

7. Information is the Key!
Don’t waste time and money acquiring
information for your customers’
database, when that information is of
no real value.

8. Where you can find
your database?
The first place to look
for lists which can
build you a database
is your own backyard...

9.  You can sell when your customer is ready to buy.
 You can design it to meet your particular needs.
 You can personalize.
 You can save money.
 You won’t fail easily.
When you have your
 You can be richer. own database:
 You can send birthday cards.
 You can test your sales efforts thus improving your communication.
 You can inform your customers when you have a new product .
 You can easily segment, target and approach your customers.

10. Our five database tips
for you:
1. “Seed” your list with employees’ names in order to control performance.
2. Recent buyers will always do better than others.
3. Your database is only as good as the relevant information you hold on it.
4. Your customers will buy when they want to buy, not when you want to sell.
Thus, persistence, persuasion and repetition are a must.
5. Always do tests. Tests will improve your business and save your money.
Keep your database in good shape and this can bring you a fortune.

11. A point to remember:
Your
best customer
is your most
valuable jewel.
Keep it.

12. More to come:
1. Why Do You Need Your Own Database?
2. How to Build a Database?
3. How to Manage Your Database?
4. How to Segment your Customers?
5. Tests - How to Run and Analyze Them?
6. The Deliverability Problem
7. Personalization
8. Online & SMS Promotions
9. Useful Direct Marketing Tips
10. How to Launch Your CRM Program?
11. The Advantages of Direct Marketing (Summary)

13. two more slides...

14. Our contacts:
9 Sveti Sedmochislenitsi Str.,
Sofia 1421, Bulgaria
Phone: (+359) 2 962 86 29
Fax: (+359) 2 962 86 29
Mobile: (+359) 885 360 715
E-mail: office@mediaposthitmail.bg
Web: www.MediapostHitMail.bg
just one more...

15. Hello,
Now, when you’ve seen this material, we will be grateful if you
share your opinion on it with us. Just drop us an e-mail at
office@mediaposthitmail.bg,
or call us (+359 885 360 715). When you do, we'll send you a
valuable incentive: you will get the upcoming presentations as
soon as they are available.
Thanks!
Hristo Radichev
Country Manager, Mediapost Hit Mail
P.S. Don’t forget - if you have a friend or colleague who you think
would like to hear from us, please send us their e-mail as well.
They'll get a polite invitation (which they can decline) and we can
help them build and exploit their database in an imaginative and
profitable way.