To get the most out of your database you should be able to sort it into segments.
Here’s what I mean. Maybe you’re an Accountant.
You should have code for clients who do tax returns with you, another for those who do planning, one for business clients, one code for regular clients, etc.
So in the customer code field, you’ve set-up the following:
T = Tax Client
P = Planning Client
B = Business Client
I = Individual Client
Now maybe you want to make a special offer to all your tax clients and introduce them to your planning services.
It’s as simple as letting your computer find everyone who has ‘T’ in their code but no ‘P’.
Then you’ll send off a simple letter (like the template of introducing a new product / service) just to those clients who haven’t used you for planning.
Simple, right?
This is the best way to use your own database.
You’ll find lots and lots of ways to keep using your database. Here are a few more: