Why Databases Marketing Fail Mistakes that will ruin your markeiting and how to overcome them! JD Edwards User list

2 Improved customer retention Cross-selling opportunities Upselling and reactivation Increased customer acquisition Why does marketers fail to achieve these simple goals from database marketing. Top goal of database marketing:

3 Failure # 1: Lack of a Marketing Strategy No clear plan to action Haphazard strategies with no concrete conversion goals/metrics More impetus on traditional marketing

4 Failure # 2: Lack of prospects in your database Less number of prospect in opt-in data Incomplete or incorrect data Lack of proper planning to acquire permission data Failure to update data with active information

5 Failure # 3: Treating all customers alike No differential treatment of customers Lack of knowledge on customer segemtation Sending generic offers

6 Failure # 4: Lack of retention strategies Building a database is easy Making money with a database is hard Most people don’t know that

7 Failure # 5: Lack of campaign tracking and testing No training in tracking Failure to test campaigns Not tracking( open, CTRs, etc)‏ Dull subject lines Too many spam complaints

8 How to develop an effective strategy: Collect opt-in data from websites, and from all customer touch-points Acquire multi-media contact information ( , fax, direct mailing address, phone)‏ Segment customer data on the basis of best customer profile Test campaign before sending

9 Examples of effective marketing strategies Get active with user Groups Send relevant newsletters Send surveys and feedback form Send campaign for rentention & Loyalty Programs Send loyalty offers for best customers

10 What customers expect from you? Quality of customer service Increase ROI with product implementation Benefit oriented Information Convenience and ease in business Helpfulness and quick suppo rt

11 How to build lasting relationship through database marketing Acquire and communicate with customers Add new prospect data from all customer interactions - Surveys, conferences, Promotion history, Transaction history Acquire data from trusted vendors Update data at regular intervals Use latest media to communicate and get active through social networking

Thank You Presentor: PJ Moris jd Edwards user List