If you are collecting information from customers, make sure that they opt in (agree to your having their contact information). They must agree in writing and it must be unambiguous. For example, I receive many receipts via email from stores that I frequent regularly (such as office supply stores). When I use my credit card and sign for receipts to be sent to me by email that does not mean the store can start sending me other emails or texts related to sales or special offers without my express consent.
So if you want to use emails and texts to communicate with your customers (and you should) you must have their permission to do so. While emails are ubiquitous, texting is becoming more and more popular. Overall 32% of people would rather text than, talk and with the Millennials that percent shoots up to an amazing 75%. In fact, a majority of consumers use their phones more for non-vocal communications than for calls. An article by attentiv.com states that an average of 0.4 texts per month were sent in 1995. In July of 2015 there were over 193,000 text messages sent per second via SMS and the number continues to increase.
The key to compiling a complete and effective CRM list is for everyone in the organization to be committed to the task. While it takes effort and a little extra time it is, in the long run, well worth the effort everyone puts in. When people visit your business, call, text or email, request information from them so that you may contact them later.
Start in the store if your have a retail business and make sure you expand this to phone calls and email contact. The staff should have cards that they give to visitors who have shown a specific interest in your products or business. This card, should ask for their name, address, cell phone and e-mail; it may also ask for information about how they found out about your business and what they are most interested in. Primarily, it should allow them to opt in to receive information from you.
Phrase the request in a way that there is a benefit to the customers for example:
Occasionnally we will send information with offers or special benefits, may we send them to you:
Yes No
Once the customer has signed the card, s/he has then “opted in” that is given you permission to contact them. Additionally, make sure your customers know your customer privacy policy.
A tip of the glass from me to you
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E Column
by Elizabeth “E” Slater, In Short Direct MarketingA recognized expert in the fields of direct marketing and sales in the wine marketplace. Slater has taught more wineries and winery associations how to create and improve the effectiveness of their direct marketing programs and to make the most of each customer’s potential than anyone in the wine industry today.
