Database Marketing
Database Marketing
The journey of brand connection is unique for each lead and customer, but predictable similarities can be identified and a road map created that both nurtures continued connection and action. Creating a database marketing strategy is a particular specialty of mine and one that I have 7 years of Director level experience in and in which I have had strong, measurable success.
At the time I began, the entire operation of the department consisted of a monthly e-newsletter going to 40k contacts and bringing in just over $200k in annual revenue.
Within 2 years, the database had grown to 400k contacts and was strategically segmented into 18 groups and 20 sub groups designed to meet and communicate with customers and prospects at their current location in the customer journey.
Developing an expanded outreach strategy (listed below) that became a templated and adaptable roadmap, an increase was generated from $200k annually to an average of just over $2 million annually over the next 5 years.
Outreach Expanded to Include:
A presence at strategic events nationwide (including major events such as the Boston Marathon, NYC Marathon and Chicago Marathon) with materials designed to funnel newly made customer and leads to visit the company’s ecommerce site
An increase to over 75 diverse monthly emails going out at pivotal moments in the customer journey to increase connection, spend and retention
Targeted ads on social media and google
Social media schedule and engagement priorities
Development of a rewards program which increased loyalty
The production of quarterly content driven catalog and monthly postcard mailings
Strategic schedules of seasonal and journey location adaptable promotions
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