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by Rebecca Burn-Callander - Tuesday, 17th June 2008

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1.    Think about the best time to contact your customers

There could be certain dates in the month when consumers are more likely to make a purchase – for example after pay day when they feel like splashing out. In a similar vein, some customers may be more susceptible to spending at certain times of day, during their lunch hour perhaps.  Email marketing systems allow you to monitor when best to contact customers to maximise the chance of them making a purchase.

2.    Utilise previous purchasing behaviour

Monitor your customers’ purchasing habits. This data makes it easier to target customers with relevant offers and marketing materials. In depth knowledge of your customers’ favourite products and brands will allow you to target them more intelligently. This could be through relevant recommendations, offers on products they usually purchase or information about new stock that may appeal.

3.    Analyse general purchasing trends

Email marketing systems offer strong analytics functions which allow you to observe purchasing trends. Monitoring which section of your website is getting the most hits will give you visibility as to where consumer interest lies. By capitalising on this information in your marketing materials, you will drive sales in accordance with market trends.

4.    Categorise your customers depending on how frequently they purchase

Segmenting your database into categories will make it more valuable.  Customers can be ranked according to how frequently they purchase. This kind of behavioural data simplifies targeting tremendously. It allows businesses to contact frequent purchasers on a regular basis, keeping them updated as to new stock and special offers. It is also worth running promotions for customers who haven’t purchased recently.

5.    Think about price range

Another useful way to segment your database is according to average spend.  This will help to target clients with products they find affordable.  Aligning marketing materials to a customer’s purchasing power will immediately make the communication more relevant to their needs. Targeting high spend customers is also an easy way to make the business more profitable.

For more information on Mailvivo’s email marketing solutions see www.mailvivo.co.uk

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Tags: mark gooding, marketing materials, mailvivo, email marketing systems, marketing systems, market trends, email marketing, special offers, promotions,