email software directory

Email Software Pro

The Value of Your Multi-Buyers

The mailings to your clients who have bought something from you more than once is at least threefold more productive than mailings to those who have only bought something from you once.

If someone bought some sport equipment, you need to be selling more sport equipment to him/her. If you know this buyer is a golfer, keep selling him golf stuff. Your multi-buyers are your regular faithful customers. In addition, you have stopped mailing regular offers and promotions to most of those who have not bought anything for you in 18 or 24 months, which slashes the cost of your marketing. The older your active customer list, assuming you are mailing regularly (every month or more), the more productive it will be for each letter you mail. For this reason, I consider the prospect program to really have two parts. There’s the prospect program to your outside lists, designed to find your first-time buyers. But then there’s the prospect program to your housefile that’s aimed at persuading your first-time buyers to buy again. In this sense, your multi-buyers are your true housefile, because these are folks who clearly like what they are getting from you and who have made a conscious decision to continue supporting you through their purchases. They have chosen to join your family.