I talk with a lot of people in the diving industry. You would be surprised to know how many of our industry marketing professionals think they have the best mailing list in the business. Nothing could be further from the truth. Granted, many of them do have a great list, especially when it comes to their customers. But when we are talking about a database that contains current customers, former customers and future customers, everyone could use help editing the names they have and adding names they don’t.
A big part of marketing is having your message reach as many potential buyers as possible. If you only send emails to the customers you currently have on your database you are limiting your marketing reach. Don’t fall into the trap of thinking your database is the best in the world. It may be good, but it can always be better. Learn to use other people’s databases and start by asking them to republish your content. Going viral is a skill you should master.
In marketing, we have three kinds of customers; current customers, former customers and future customers. Current customers are people we currently do business with and have made some type of purchase from us in the past twelve months. These are the people we should be developing and maintaining a relationship with and we need to stay in contact with them all year long. Maintaining contact with our current customers is inexpensive. Former customers are those people who have not made a purchase from us in the past twelve months. There are many reasons why people become our former customers. Future customers are those people who have yet to make a purchase from us. We might not even know who they are. Reaching this group is the most expensive group to find or reach.