So you’ve built a customer email or contact list and you’re starting out with (or already doing) database marketing. Here are five simple strategies to help you get more from it — without annoying the people on your list.
#1. Always Ask for Opt In
It’s surprising how many companies still add people to a mailing list without ever asking permission. Good practice means giving people a genuine opt in. It gives them a sense of control over how they hear from you — and the best opt ins let people choose the type of communication they want, whether that’s email, SMS or phone calls.
This is exactly why reputable email platforms ask you to confirm that everyone on your list has actually agreed to be contacted. Nobody wants to be spammed, and nobody wants to be the business doing the spamming.
Always include a clear unsubscribe link on your emails. If the only way to opt out is to email the company directly and ask, that’s a poor experience — people want a simple, anonymous link they can click without any hassle.
#2. Personalise the Message
This isn’t just about adding “Dear Jill” to the top of an email. Some people like that touch; plenty find it a bit much from a company they’ve only just connected with. Real personalisation means sending information that’s actually useful to the person receiving it.
If someone has never bought Product A from you, don’t keep pushing Product A at them. (And if they have bought it, don’t just offer them more of the same — even big retailers get this wrong, and it can feel a bit tone deaf.) A lot of emails and texts are clearly blanket messages sent to an entire database.
That approach can work for something like an event notice, but mass, one-size-fits-all marketing doesn’t get the results it used to. Using segments is a simple way to make your messages feel more relevant (more on that next).
#3. Target Segments
Consider sending different messages to different segments of your list rather than treating everyone the same.
A good starting point is splitting your list into active, inactive/lapsed customers, and prospects — they each need a different call to action, so sending them identical messages doesn’t make sense. You might also segment by spend (small, medium, large) and offer different incentives, or by product or service history so you can suggest relevant upsells based on what someone has already bought (just not more of the same thing they already have).
It’s worth setting up a simple field on your database — updated every quarter or so — so you can quickly pull a list by customer type whenever you need it.
#4. Don’t Overdo It
There’s a fine line between staying useful and becoming spammy. Once people feel they’re getting too much from you, they start ignoring your emails or sending them straight to trash.
Frequency matters, but so does content. An email that isn’t engaging feels even more unwelcome when it lands in an already-crowded inbox. The goal is for people to genuinely look forward to your emails — not reach for the delete button.
#5. Measure, Measure, Measure
As with any marketing activity, always measure your results. Most email platforms include built-in reporting — check it the day after a send, and again a week later.
Spend a few minutes looking at which links people clicked, how many unsubscribed, and how this compares to your last mailing. It’s a small investment of time that helps you fine-tune your approach. Check your website analytics too — how did this campaign perform for traffic or sales?
It’s also worth trying an A/B test from time to time: split your database in two, send each half a slightly different version of your mailing, and see which performs better for clicks, contacts or sales.
One phrase worth keeping in mind through all of this: Customer Relationship Management. How you handle your database marketing is a core part of how you manage your relationship with your customers.
Want Help With Your Database Marketing?
If you’d like to find out more about how Mykidstime can support your database marketing, get in touch with our team and we’ll be happy to help.
FAQs
What is database marketing?
Database marketing means using the customer or contact information you’ve collected — such as email addresses, purchase history or preferences — to send more relevant, targeted communications instead of one generic message to everyone.
Why is opt in important for email marketing?
Opt in ensures people have genuinely agreed to hear from you. It builds trust, keeps your list engaged, and helps you stay in line with good data practice — as well as reducing unsubscribes and complaints.
How often should I email my customer database?
There’s no single right answer, but more isn’t always better. Focus on sending emails that are genuinely useful or relevant rather than sticking to a fixed schedule, and keep an eye on engagement to see what your audience responds to.
What’s the easiest way to start segmenting my list?
Start simple: split your contacts into groups like active customers, lapsed customers and prospects. From there you can add more detail, such as spend level or product interest, as your data allows.
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