How Knowing Your Customer via Direct Marketing Helps Your Online Business to Prosper

What is direct marketing? Put simply, direct marketing is a process of recording information about your customer's response to a planned marketing activity.

Increased computer usage has allowed direct marketing to evolve and to rise dramatically. For your online business, to begin with, you design your sales letter or craft your emails to elicit a certain response. You then test and track your customer's feedback by the actions (or inaction) that he/she takes. The tracking process is easily accomplished via coding your online campaigns and can be fully automated.

As you gather more information about your customer's online behaviour, you are able to tweak your sales ad accordingly.

In a nutshell, the internet makes it possible for you to track your individual online communication with a customer and to know what happens over time.

With direct marketing skills, you will be able to acquire and retain your customers. There is less marketing wastage as you know what, how and where to roll out your online marketing campaign for the best response. Having good knowledge about your customers will definitely put you ahead of your pack!

So what are the qualities that constitute a good online customer? He/she is:

* Open to your offers.
* Repeat buyer.
* Buyer of your front end / back end products.
* Easy and low cost to maintain.
* High revenue dollar value per acquisition cost.
* Loyal to you.
* Swear by you!

The reverse is true of a poor online customer. He/she is:

* Not open.
* A complainer.
* A single transaction buyer.
* An easy product switcher to your competitor's.
* Not loyal.
* Quibbles a lot on price.
* Expensive to acquire and expensive to maintain.
* Low revenue dollar value per acquisition cost.

How then, do you pinpoint a good customer against a bad one? What kind of information do you need to know about your customers? Here are 8 critical but very basic information that you must gather:

1. Who are they?
2. What do they buy?
3. When do they buy?
4. How do they buy?
5. Why do they buy?
6. Where do they buy?
7. Are they satisfied?
8. What is their buying power like?

One way of getting the information that you need is to simply conduct a survey on your mailing list. Hot tip! Make it easy for your subscribers to fill up the survey and give them an incentive to do so!

The same pareto principle should apply to your online business: the 80/20 rule. The principle just means that 80% of your sales are generated by 20% of your customers.

If this is the the case, instead of spending huge sums on customer acquisition, it may be a more prudent measure to spend resources on knowing and understanding more of this 20% segment. Cultivate good relationships with this 20% segment and reward the customers here for staying true to you. (Again, this knowledge is only possible if you have surveyed or kept track of your entire customer base.)

All in, having happy, loyal and satisfied customers will result in a business that prospers. And you can achieve this through direct marketing and knowing what, how and where to please your online customers!

Evelyn Lim is the publisher of weekly newsletter "Mapping You to Success". She aims to equip her readers with skills to acquire multiple sources of online income. To subscribe to her newsletter, please visit Or, read her blog "Online home business journals from Singapore" at for more information.

In The News:

pen paper and inkwell

cat break through

How to Put Your Bookmark on Top Every Time

Do web surfers really bookmark websites anymore? A good friend... Read More

The Fun and Ease of Online Shopping vs. The Brick and Mortar Option

When my sister and discussed our shopping plans this year... Read More

Online Advertising: 10 Flaming Hot Ways To Heat Up Your Sales

If you have a website but not making a lot... Read More

Internet Marketing Strategy: Online Joint Venture Ideas To Increase Your Business

A joint venture is when two or more businesses join... Read More

How To Increase Your Web Profits by Cutting the Hype

'Hype' is now an often used slang word which is... Read More

Dont Tell Me What I Cant Do!

Have you ever watched ABC's hit TV show Lost? My... Read More

Growing Your Business On-line: A Fresh Perspective

Rather than thinking about the web as technology, let's consider... Read More

Becoming A Successful Internet Entrepreneur

You're motivated to run your own business, aren't you?If you're... Read More

The Unsung Heroes Of Internet Marketing

One of the reasons that people fail to earn anything... Read More

A New Way to Profit From Your Content-Based Website

"It's a labor of love." That's how I've always described... Read More

The Secret to Making More Money in Your Online Business: Lessons From Monopoly

Thousands and thousands of people are striving to make more... Read More

A Person Of Value

One of the "secrets" in Internet Marketing is knowing that... Read More

Making Money from Websites - Common Pitfalls of Beginners and How to Avoid Them

Making money online is really easy to do because the... Read More

Don?t Let Legitimate Email Marketing Campaigns Suffer A Junk Mail Fate

Volume-based filtering may be pre-sorting your marketing messages to the... Read More

How Knowing Your Customer via Direct Marketing Helps Your Online Business to Prosper

What is direct marketing? Put simply, direct marketing is a... Read More

Discover Which Sales Triggers Are Most Effective When Mixed With SEO!

We all know the importance of gaining top visibility to... Read More

To All Internet Marketers - How To Get My Business

More and more people are realizing that the Internet offers... Read More

Increase Sales: The Secret To Using Offline Advertising To Magnify Your Online Sales

Since the internet happened, and everybody went for the gold... Read More

Content, Content, Content.

Read any Internet marketing article, forum or tutorial these days... Read More

Secrets To Successful Selling Online

What is the secret to selling online? This is a... Read More

How To Create An Automated Income Producer

One of my favorite net marketing tasks is creating a... Read More

How to Start a Successful Import Business Using the Internet

The Internet has opened up a whole new era of... Read More

The Essentials of Free Internet Marketing

Given a solid product, a well-developed Web site, and a... Read More

How SPAM Sells Sex, Greed, and Survival

The unsolicited email people react to most is what yells... Read More

What Big Pharma Can Teach You About Niche Marketing

A recent newspaper review of a new book, Selling Sickness,... Read More

Internet Marketing: 5 Innovative Internet Marketing Strategies To Generate Tons Of Orders

There are two different groups of online marketers.First group: those... Read More

The Struggling Internet Marketer

Instead of giving you advice on how to make a... Read More

7 Quick Marketing Tips To Uplift Your Profits

1. Publish an ezine.Your ezine will help you to stay... Read More

Information Products: the Changing Trends for 2005

2005 is a great year for affiliate marketers, as online... Read More

The 13 Hidden Treasures of Internet Marketing

Most people get into internet marketing because it looks like... Read More

Beyond Viral Marketings Its Exponential Multiplication

Exponential Multiplication a Real Life Example:Double a penny every day... Read More

3 Simple Steps To Get Free Original Content for Your Website

As a web business owner you will be well aware... Read More

This Here Web Aint Big Enough For Both Of Us! Can You Corner Web Market Share With Negative Action

If you're a fan of Western movies I'm sure you've... Read More