Customer databases have a huge impact on the success of a direct mail marketing campaign. It’s actually the most important database you can have. Today, we will talk about the information your database should include.
In Chapter 2 of “Successful Direct Marketing Methods,” Bob Stone lists the “essential” information your database needs to contain. Below I have included some of the items Stone lists in his book.
- A unique identifier such as an ID or match code
- Name and title of individual and/or organization
- Mailing address, including ZIP code
- Telephone number
- Source of order, inquiry, or referral
- Data and purchase details of first transaction
- Recency/frequency/monetary transition history by date, and by amounts of purchase, by product (lines) purchased
- Credit history and rating (scoring)
Now that you understand why you need a customer database and how to create a customer list for the database, you can begin creating your own personal database. Bob Stone’s book is a great resource to reference when attempting to do so.