Communicating to the customers in your database is important for your brand. Communicating poorly to your database is a brands’ worst nightmare.

Consider taking another look at your database fields and ways in which you can improve and tailor your communications to make the Zealots for your brand feel recognized and appreciated for their continued support and business with you.

Think how effective a little database tweak could be in these situations …

  • Direct mail addressed to “Mr. and Mrs. John Doe” when your best customer (Mrs. Doe) isn’t even mentioned by name.
  • “Come check us out” messaging when your best customer is already a frequent guest of your business.
  • Special offer for new customers only, but no offer for your best customer who is your biggest supporter.

Does your database allow you to communicate properly to your best customers, or Zealots, for your brand?