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Customer Database Marketing: Everything You Need To Know

by Jul 20, 2023Audience Targeting, Customer Database Marketing0 comments

A data-driven strategy is the key to standing out from the competition. Having accurate data about your target audience helps you create personalized journeys that will resonate with your audience.

You’ll be able to create highly specific content that is relevant to what’s on new customers’ minds and slowly build trust in your brand. Forming this kind of connection helps you stay top of mind and makes it easier to convert casual browsers into customers.

In this article, we’ll delve into how customer database marketing allows you to use your customer data more effectively, its benefits, and how to implement this tactic in your marketing strategy.

What Is Customer Database Marketing?

Customer database marketing helps you create personalized content and experiences to maximize the ROI of your marketing strategies.

Prior to advanced digital marketing tactics and the use of sophisticated CRMs and CDPs, customer database marketing was used for direct marketing; marketers would boost customer engagement by sending relevant direct mail to a specific target audience using the data contained in third-party databases. Now that marketers have more tools and data at their disposal, customer database marketing provides even more benefits.

By combining your first-party customer data with additional data points from third-party data, such as their buying behaviors and personal information, you can create more customized marketing messages.

Customer database marketing involves building a customer profile by collecting qualitative customer data, including:

  • Names
  • Contact information, such as addresses, emails, and phone numbers
  • Purchase history
  • Customer support tickets
  • Customer interests and behaviors

These data points are then analyzed and used to attract potential customers or to create a personalized experience for your entire customer base.

The data will give you insight into how customers want to be marketed to and apply those insights to fulfill the customer’s needs through the channels they prefer.

You can also use the data you have to create segments so you can run targeted campaigns at scale. With more specific information at hand, you can run your campaigns based on your customers’ preferences instead of gut feelings.

Why Invest in Customer Database Marketing? 

There are many benefits of database marketing.

Building a customer database helps you use detailed customer segmentation. With more specific information available, you can create customized messages and better-performing campaigns. This allows for a more focused and effective marketing approach, ensuring that your messages reach and resonate with the right audience.

This strategy allows you to invest more of your resources into marketing efforts that you know will work instead of unproven strategies—and maximize your ROI. Basic customer data, such as demographic data, will help you figure out what kind of strategy will hit the mark. For example, if you’re marketing to the Gen Z demographic, you might have better results by creating short-form videos on platforms like TikTok or YouTube instead of creating in-depth articles for your blog.

Business database marketing can also significantly improve your customer service experience. By having a comprehensive understanding of your customers, you can anticipate their needs and provide solutions before they even realize they need them. This creates a smooth and pleasant experience that leaves a good impression on your customers, increasing customer loyalty and customer retention in the long run.

With more companies becoming savvy with customer data, personalization is no longer a luxury: It’s a necessity. Your customers don’t want to be just another face in the crowd—they need to feel valued and understood. Customer database marketing enables you to create a personalized marketing experience for your customers, catering to their unique needs, preferences, and behaviors. 

Top Tips for Effective Customer Database Marketing

Streamline Customer Data Collection

The first step in effective customer database marketing is to streamline your data collection process.

There is data that you can only collect directly from your customers—such as your customer’s emails, names, and transaction history. There are also third-party datasets that you can purchase to give context to your customer’s preferences. A data partner like Deep Sync can save you time if your data collection process is sparse by allowing you to use custom or pre-packaged third-party data to run targeted marketing campaigns.

One of the most prevalent challenges in data collection is data decay—when the information you have in your database becomes out of date. People move, change jobs, update phone numbers, and use new email addresses. It’s important to keep your customer data up to date so you can provide relevant experiences and stay in touch with your customers.

Don’t Stick to One Marketing Channel

Use the information you have on as many campaigns and platforms as you can, allowing you to create multiple touchpoints with potential customers.

Your users have a plethora of platforms they explore daily. With enough data, you’ll be able to uncover the best channels to reach your audience. They browse social media, read emails, read blog posts, watch YouTube or TikTok videos, and use mobile apps.

Each platform offers a unique way to engage with your brand. By leveraging customer database information, you can create tailored marketing messages for each platform—ensuring a consistent and personalized brand experience across all channels and all stages of your customer journey.

Showing up consistently in your customers’ peripherals helps you build brand awareness and trust and boosts your conversion rate. Make sure that you set up the proper metrics to track your performance so you can be strategic with your marketing efforts and pivot when necessary.

For instance, you might use email marketing to share detailed product information and special offers with customers who have shown interest in similar products in the past. Simultaneously, you can use social media to share engaging content and interact with your audience. This strategy fosters a sense of community around your brand. Meanwhile, targeted ads on relevant websites and mobile apps can help you reach potential customers who may not be aware of your brand.

Revamp Your Customer Service

When you’re in the early stages, you can offer a white-glove service to all of your customers. For example, if you’re a B2B marketer at a company offering complex software, you can provide better service than you would a massive audience. Onboard new customers one on one, sort out every single support ticket yourself, and build features they request as soon as you can.

But as you grow, it becomes harder to offer this kind of VIP service. Not only do you lack the resources to do everything, but you’re also lacking the necessary data to anticipate your customers’ needs.

You can use your customer data to continue offering VIP services at scale.

Picture this: you have a customer who’s been buying the same product from your online store regularly. With customer database marketing, you can keep track of their inventory and guess when they might be running low. Your customer service team can then reach out to offer a timely refill or suggest other products they might like. This isn’t just about meeting the customer’s needs—it’s about impressing them by anticipating what they need.

And it doesn’t stop there: By continually reviewing customer feedback and inquiries, you can spot common issues or questions among your customers. This data can help you make your products or services even better, as well as improve your customer service processes. For example, if a bunch of customers are asking about a specific feature of a product, you can create a detailed guide or tutorial addressing this topic so it’s ready to go for future inquiries.

Continuously Improve Your Campaigns

Your customer data isn’t static: It’s a living dataset that constantly changes and evolves depending on various factors—including your business needs, recent market changes, and your customer’s preferences.

Let’s say you have a customer who’s been buying fitness gear from your online store. They’re likely trying to lose some weight, so you’ve been targeting them with ads for new workout clothes and home workout equipment. It’s been working like a charm.

As they get fitter, working out turns from a necessity into a hobby. If you know this, you can market niche sports gear that can facilitate whatever new hobbies they have. But if you’re still using outdated data and targeting them with the same tired “lose weight” messages, you’re not going to see a lot of traction.

As your customer’s buying behavior changes, the data you’re collecting slowly becomes outdated and unhelpful. It’s important to keep your data up to date, so your campaigns remain effective.

Adhere to Data Protection Policies

While customer data is a powerful tool, it’s a double-edged sword. A lot of this personal data, if leaked, can be used by bad actors for malicious purposes.

For example, cybercriminals can make their messages more believable with a bit of personal data and social engineering. If they have a list of customers who recently bought something from you, they can easily send an email blast to tell them about a seasonal sale you’re having. But when your customers click on the link included, they’ll actually download spyware that steals their passwords.

The repercussions of a data breach are often significant; that’s why there are a lot of data protection ‌policies to hold companies accountable.

Make sure you’re on the up and up with data protection policies to keep your customers’ trust and steer clear of any legal headaches.

In the U.S., there’s no single, comprehensive federal law regulating the collection and use of personal data. However, there are state laws that you’ll need to follow if you operate in or have customers in said states. 

For instance, if you operate in California you’ll need to adhere to the California Consumer Privacy Act (CCPA). This state law protects the privacy rights of CA residents. Customers have the opportunity to review what data businesses collect and delete any information they want hidden. Businesses must also allow residents to opt out of providing data that the business may sell. 

Make sure you’re fully aware of the data protection laws in your specific state. Next, adhere to the laws by ensuring you’re transparent with your customers about what you’re doing with their data. Let them know what data you’re collecting, why you’re collecting it, and how it’s being used.

Remember to be respectful of your customers’ privacy. If they want to opt out of data collection or want their data deleted, make sure you honor that.

Keep Your Customer Data Clean With Deep Sync

Companies are increasingly leveraging customer data to inform their marketing strategies.

The customer data you have shapes your customer experience. It also informs your marketing strategies and various decision-making processes within your company.

Having high-quality data is a good starting point for your customer database marketing effort.

Get high-quality datasets from a reliable data source like Deep Sync so you can run informed marketing campaigns—especially when you’re just starting your customer database.

With privacy-safe, hyper-targeted audience data, and a partner like Deep Sync, you can ensure you have the datasets you need while following all applicable privacy regulations. 


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