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email: clean up

Tweet One lesson I think more companies could afford to learn is that of maintaining a clean communications database. A companies communication database is it’s lifeblood of customer relations. It is the source of all growth opportunities for any business. Now first up, if you are in business and you don’t yet have a database [...]

One lesson I think more companies could afford to learn is that of maintaining a clean communications database.

A companies communication database is it’s lifeblood of customer relations. It is the source of all growth opportunities for any business.

Now first up, if you are in business and you don’t yet have a database of you clients, prospects and contacts. Then get one. Use a spreadsheet, or use a full Customer Relationship Manager – it doesn’t matter, just start.

Once you have a database, use it. Really you should be in regular contact with your contacts. As I mentioned this is your opportunity for growth. If you talk to you contacts you will learn

  • more about their needs
  • how to improve your product
  • how to build a relationship them

What is a contact?
It’s someone, anyone who has

  • purchased your product/service
  • made an inquiry
  • signed up for a newsletter
  • had any interaction with your business

Always respect their privacy, but do communicate with your contacts regularly. ( I might explore this more in a future post )

One thing however I want to point out:

CLEAN UP YOUR DATABASE

You should always clean your database. Every time you send out a communication, clean it up.

I have just recently reactivated an email account after a long time (12+ months) of the account not being used. This account I had used as a primary contact point for a large number of companies when Studiowhiz was a full on community site. Today I still have a large number of mass emails being sent to this account. Why? this account should have been dead to them.

  • it was a waste of their bandwidth
  • it was a waste of their time
  • it was throwing their numbers out
  • I won’t buy or promote any of their products anymore

If you have a database, use it, but keep it clean. Don’t waste resources talking to people who are no longer listening. Don’t count your database figures, if they are not accurate.

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One Response

03.10.08

…and ensure customers have a LEGIT way of canceling the email service if so desired!