Get organized

Sorting through your database may seem like a gargantuan task, but the results will be well worth your time. Parsing your list will help you gain perspective on how many customers you have, keep track of repeat customers, note the average amount each custoFdesimer has spent, and identify which products and services are most popular.

Scrub your database

At first glance, it can appear as if you have a robust contact list. However, in reality, you may actually have several entries that should no longer be there. So scrubbing your list—deleting inactive subscribers, duplicate or outdated records, and incorrect contact information—should be your first step in organizing your database. (But consider contacting the inactive ones before removing them.) This can also help you improve your email campaigns’ open and click-through rates and minimize spam reports.

Fill in missing information

It’s essential to have a complete profile of all your contacts in order to communicate with them effectively. Besides their name (first and last), you should have their current email address, cell phone number, company name, web address, and desired way to be contacted. You should also try to obtain extra information, such as birthdays, weddings, anniversaries, the birth of a child, or the death of a loved one, so you can acknowledge these events, which will help build goodwill and stronger relationships.

Manage your list in a CRM

Each business utilizes its CRM for different needs. Your company’s size, industry, and marketing goals will likely dictate how you input and access your contact’s information, which is the key to managing and monitoring your business activity. You can either make changes to your client list in your CRM or import an updated one from an Excel spreadsheet, replacing the old with the new. To obtain the best outcomes, consider implementing the following strategies.

Segment your lists

It’s crucial to diversify and target your messages to your contacts, but without a segmented list, it will be impossible to do so. Categorizing them makes it easier to communicate with them and implement effective drip campaigns for all your existing clients, warm prospects, and cold leads. The content and methods you use to interact with them will likely vary based on their interest and purchase history. For example, if your company is a B2B, separate your contacts by their profession or specialty so you can send them a targeted message, such as a notification of a special event or conference you think they would enjoy. On the other hand, if you’re a consumer-based business, you may want to sort your contacts by region; this will enable you to send greetings to people living in a specific area that could benefit from your product or service at certain times of the year. It’s all about reaching the right people at the right time.

Separate personal from business

Whether they use a mobile device, computer, or even an old-school Rolodex, most people have just one location where all their contacts are stored—both personal and business. However, these lines can become blurred when trying to subdivide your list, especially in cases where a professional relationship morphed into a personal friendship. But there’s no reason you shouldn’t be able to create two lists—one for professional messaging and the other for your personal contacts.

Utilize the CRM automated messaging tools

When coupled with automated communication tools, a well-organized contact list can be a game-changer for your business. Scheduling tailored emails or texts to send to specific groups will help boost your engagement with them, elevate existing customers’ purchasing habits, and convert prospects into buyers.

Identify trends

A bonus to utilizing the automated tools through your CRM is that you can also track and identify trends, including how your contacts interact with the content you’re sending, the open and click-through rates, and if there are any requests for more information. In addition, you can gain insight into the communication methods they prefer. (Texting has been shown to be the most effective one.) And through your targeted messaging, you can begin to gauge what delivers the highest rate of return.

Re-engage with a past contact

Once your contact list is updated, you can begin to reconnect with old customers and prospects if there’s been a time lapse since your last communication with them. Whether you reach out via text, email, or phone, use this chance to ask them about their most recent purchase or to inform them of any new products or services your company offers. Their response (or lack thereof) will allow you to determine if there’s a potential sales opportunity or if you need to scrub the contact from your list.

TAKE ACTION:
Leverage your CRM to determine which products and services your contacts are interested in and what content keeps them returning for more.