Building Your Client Database

Earlier this week, we reviewed the benefits of investing in an e-mail system. But what good is an e-mail system if you don't build your client list?

Building a strong client list requires creativity, patience and perspective.

Bigger is not better.
Client databases are most effective when people voluntarily sign-up for the information and if they are targeted. For instance, if you own a restaurant you would want to send marketing directors information about your catering specials and your beer aficionados information about special tastings or new arrivals.

Publicize.
Don't be bashful. Invite your friends, and tell people about your e-newsletter. As a business owner, you are constantly being handed business cards. Send each new person an opt-in e-mail with an introductory message to join your e-newsletter. Chances are your new contact is also interested in building a work relationship and wants to keep in touch with your company.

Be Creative.
Aside from publicizing your e-newsletter and including a sign-up option on your Web site, be creative in gathering e-mails. Collect names and e-mails for a chance at a raffle prize or gift certificate. Offer a one-time 10% discount for contact information. Include sign-in sheets at all business events. In your newsletter, encourage clients to forward the information to a friend and include a "how to join" our newsletter option. Invite your Facebook friends.

Be Patient.
In the digital age, spam and overloaded e-mail boxes are increasingly common. Dedicated clients will find and follow you. So, offer a variety of ways to stay in touch - your Web site, a Facebook page, an e-newsletter.

Provide Value.
Last, and perhaps most important, create an attractive newsletter that is easy to read, is not too long and provides content relevant to your clients. Also, be timely and diversify content. If we go back to our beer aficionados, then you can link them to a feature article in a publication about a brewer, talk about what is special about Belgian beer and spotlight one of your products.

Now, start building!