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Tracking your clients in a database, regardless of how small your business is or what type of product you sell, may help you to win business. A client database can be a good tool to help you assess the value of your business to customers and can make it possible for you to market your products and services to customers who are within your business' footprint. Whether you are a mechanic, a real estate agent or a roofer, your current and past customers may be a path to more sales.
Establishing a database of your clientele allows you to send email campaigns and direct mail campaigns, mail anniversary gifts and develop other marketing pieces based on client preferences that you record. Customers that had a good experience may be more likely to pass on your good services to friends and business associates if you're top-of-mind because of your latest email newsletter.
The reason you receive emails with newsletters, advertisements, letters with ads or other mailers is usually because you are in someone else's database. If you purchase something at a store you haven't been to and share your email address, they can send you emails about the latest sales. If you were satisfied with your purchase, knowing a sale is coming might bring you back into the store.
Once you begin to establish a database, you can use and apply metrics to see what you're getting out of keeping a client database. You can apply metrics on the number of new clients per month or year, the amount of...