54 Goldmine Strategies
To Increase Revenue
In Your Business
GOLDMINE STRATEGIES CONTENTS
What is database marketing? 4
Benefits of database marketing 5
Newsletter strategies 6
Product and services strategies 8
Full range strategies 10
Education strategies 11
E-card strategies 13
STimetable strategies 14
Internal strategies 15
Survey strategies 16
Other strategies 17
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GOLDMINE STRATEGIES INTRODUCTION
Welcome to Goldmine Strategies, the report that covers more than
50 specific database marketing tips you can use in your business to
This report is specially designed to give business owners like yourself an insight into the
amazing potential of the database marketing - the untapped goldmine that most businesses
are missing out on.
All of the ideas and strategies presented here are highly cost-effective and have been
successful for numerous small, medium and large businesses. I guarantee that after reading
this ebook, you will have countless ideas to improve your own marketing and generate sales
for your business.
If you would like more information on how you can maximise the internet in your business,
Here’s to YOUR success!
5 Quick Tips
Some great revenue building strategies include:
• Send a monthly newsletter to your database
• Email out special offers and promotions
• Automate welcome emails for new clients
• Use surveys to find out what your customers want
• Send ecards to show your clients you value them
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GOLDMINE STRATEGIES INTRODUCTION
What is database marketing?
The internet is an integral part of
business today – we reach our
customers through our websites,
research other companies online
and stay in contact with business
associates using email.
Yet most businesses are yet to
tap into the real internet goldmine
– database marketing.
Database marketing is the number
one form of business communication,
as it is an extremely simple and
cost effective way to create leads
and increase sales while reducing
administration time and costs.
The diagram to the right explains
the many tools that can be used in
conjunction with your database of sent to contacts on different everything from invitations and Database marketing involves using
contacts. occasions to make them feel special. online booking system (including all of these online tools to attract
payment) through to instant name potential customers, increase sales,
Email marketing Surveys cards. build client loyalty and reduce internal
Attractive personalised messages An all-in-one simple way to request administration.
sent to specific target audiences that information, details or opinions from SMS Marketing
serve a particular purpose such as contacts, that is automatically collated Utilising SMS technology (text >> Learn more about the
education or sales generation. and graphed for easy analysis. messages sent to mobile phones) Bloomtools Ezy Communicator here
to communicate short, instant, - the complete business internet
E-cards Event Management personalised messages to specific marketing package.
Animated personalised messages Market and manage your events, with target groups.
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GOLDMINE STRATEGIES INTRODUCTION
Benefits of internet marketing
The beauty of internet marketing is a campaign with a small test group • Creative and innovative – it is now or referrals, there are many ways to
that it is: prior to sending it out to the entire easy to produce some innovative generate new prospects to be
group. This gives you the opportunity campaigns that will put you streets automatically added to your database.
• Instant – you can send out a to make changes to headings, ahead of your competition. All this is
campaign and it can be received by subject lines and offers so they attract done can be done with no specialised • Time savvy with automation – where
your audience in minutes. the attention of readers. creative skills. possible, look at your marketing and
client loyalty processes and find
• Personable – mentioning a person’s • Measured – you are able to get a • Viral – the number one source of ways to automate them through this
name, business name or location general idea of how many, who and new business (referrals) can be medium. When clients need more to
throughout your email gives the when your messages were opened. facilitated with database marketing. feel special and your time becomes
recipient the feeling that the message At minimum, make sure a ‘send to a more pressured, automation is the
was written just for them and the • Targeted – if you set up your friend’ link appears in your emails. key to your future successful growth.
response rate is greatly increased database of contacts correctly, you
because they feel valued. will be able to pre-select specific • Ever growing – whether it is a form • Professional – make your business
audiences to receive specialised on your website or a newsletter to look like the expert with attractive,
• Tested – it is so easy and fast to test campaigns designed just for them. gather people’s details, a competition eye-catching emails.
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GOLDMINE STRATEGIES NEWSLETTERS
Goldmine strategies for newsletters
Newsletters are a great way to they are ready to buy, they come to so that that section talks directly to
position you and your company as a your business. that specific audience.
leader in your industry – you can be
the expert that your clients, alliances The content could include: Potential audiences include:
and prospects refer to. • A welcome letter from you • Prospects
• Introduction of new products • Alliances
With a newsletter, you can • Company news and events • Clients – broken into the type of
educate, inform and entertain them • ‘How to’ articles product/service they have bought;
with a consistent variety of content. • Questions and answers or their particular interest
You can choose a frequency that • Profile on a client • Your alliance’s clients
works for your target audience and • General interest stories • Agents, distributors, affiliates
for your business, such as weekly, • Articles from alliances
monthly or quarterly. For example, a real estate agent could
Remember a good newsletter is one send a bulletin to commercial buyers,
Newsletters are a fantastic way to that is 80% about the reader and residential buyers and proprety
drive traffic to your website - we 20% about you. Readers will soon investors each week to update them
recommend that you include lots of unsubscribe if they aren’t getting any on their areas of interest.
links to your website throughout the value from it.
newsletter to make it really simple for 3. Create an industry newsletter
people to get there. 2. Produce targeted newsletters for
different groups Join forces with other businesses
Here are some strategies you can in your industry to share the
apply to your business: Email marketing allows you to tailor responsibility for producing the
the content to suit each specific newsletters - each of you contribute
1. Send out a general newsletter to group. When the content is relevant one article each time.
everyone in your database to the reader, they are more likely to
respond. This will save you time and effort and
A monthly newsletter out to your the end result will be a newsletter
database is simple way to keep You can create different newsletters with an interesting variety of content.
your business top of mind and build for different groups or just change
credibility with prospects - so when one section of your newsletter
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GOLDMINE STRATEGIES NEWSLETTERS
4. Produce a combined business newsletter with • Include a ‘send to a friend’ link to increase
your alliances your database
• Include links to your website for more
Join forces with a few businesses (eg. your information - research has shown that the
alliances) to each contribute to the newsletter words ‘learn more’ in the link gets the most
then send it out to your combined databases. clicks
This reduces the time and effort that you have • Make sure you are compliant with the spam
to spend, and also puts your business in front of laws of the country you are working in
Always ensure all of your online and offline
For example, a fashion retailer may join forces marketing/communications facilitate the
with a beautician, shoe store and hair salon to attraction and gathering of new members to
produce their newsletters. your database (newsletter) list - the bigger your
database, the more potential new and repeat
5. Advertise in other newsletters customers you can reach.
Ask your alliances, suppliers and partners if you Tips about spam laws
can advertise in their newsletters - place an ad or
contribute an articles. This is a great way to drive Spamming is sending bulk email campaigns to
traffic to your site and build your own database. people that have not requested to receive them
from you. Australia has very strict spam laws
Newsletter tips and your business will face huge penalties if you
Here are our top tips for getting the best possible
results from your newsletter: So make sure you only add people to your
• Make sure you personalise every database that have asked to be added and
newsletter with the recipient’s name (and provide a simple unsubscribe function in every
other details where possible) single email you send.
• Make your subject line count - you don’t have
many characters so focus on a benefit or Bloomtools Ezy Communicator has an automatic
a hook to get them to open it unsubscribe function that appears on the bottom
• Have a ‘printer friendly’ version of your email campaigns to ensure you are
easily accessible always compliant.
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GOLDMINE STRATEGIES PRODUCTS
Goldmine strategies for promoting your products
If you want to boost sales to new For example, a bike retailer has a VIP closed door sale that they can your business and increase sales
clients or get your existing clients to just imported a new range of drink bring along a friend to or a special of your product and services with a
buy more from you more often, bottles. The business introduces the open day prior to launching a new seasonal sale.
special product/service promotions product via a simple email message, product to the public.
will work for you. offering an incentive of a back up Promote them with a short email
bottle to the first 100 buyers and These types of events are great for to your database featuring the best
Put links throughout your email providing a link to their website for making your clients feel special, deals and a catchy call to action to
campaign to your website to make it more information. as well as generating great instant get them to buy online or call you.
really simple for readers to buy. revenue and attracting new clients.
Remember, with promotions it is If new people attend these events, 9. Have a sale on a major holiday or
6. New product release promotions essential you put in a ‘call to action’. remember to have a way of capturing occasion
This tells the reader what to do next. their details so you can build up a
These are ideal for introducing the relationship with them to via email. These are easy to promote and will
product/service and selling the 7. Run ‘Client Only’ days increase your sales. When it comes
features, benefits and value. Include 8. Hold a seasonal sale to the email, you can have a lot of fun
an incentive for the reader to act (find Organise special events that only with these both graphically or just in
out more, try or buy). your clients are invited to, such as Promote and generate inquiries for the headline alone.
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GOLDMINE STRATEGIES PRODUCTS
10. Play off special events 13. Container sale You can offer incentives such as
coupons, discounts, free offers with
Create a simple email campaign The arrival of new stock is a great purchases, or just a free gift for
to go out to your database about a occasion for a sale. So if you have a showing a coupon or the SMS you
theme sale or special deals. Eg. end period of low sales or are looking sent on their mobile phone.
of financial year or Olympic Games. for a new promotion, organise
a container sale to attract new If your software allows it, why not
11. End of the line promotion customers and generate sales. automate this email to go out on
their birthday so you can ‘set and
People see sales of discontinued Why not be a bit different and forget’ – no effort from you, but it
lines as a great way to get a promote with SMS messages to will be greatly appreciated by your
real bargain, so you will attract of lot your database? This is a really customers.
business by holding one - especially simple strategy to use and adds to
from existing customers who the urgency of the sale. 16. Anniversary promotion
already love your products and want
to buy more. 14. Date specials Offer your clients a special deal or
sale on the anniversary of them
Send an email promoting the sale Use a particular date to theme and becoming your customer. Use the
a week before it starts, then a short promote your sale, such as mid- same automation strategy as above
reminder the day before to make week or end of the month. so it takes no time or effort on your
sure people are aware of it. behalf.
If you have an online shopping cart,
12. Online auction send an email to your prospects 17. Send an offer for subscribers
and current customers with a
This strategy will depend on the promotional code to use in your These days, people are subscribed
functionality of your website, but if shopping cart, which makes the sale to so many newsletters. So you
it’s possible, it’s a great way to sell seem even more exclusive to them. should give them something of real
your products and raise interest in value to reward them for sharing
your brand. 15. Birthday promotion their details with your business.
Build up the excitement with a Give your clients a special offer for A great idea is to run a special offer
series of promotional emails in the them to use as a birthday gift. for mailing list subscribers only - it
lead up to the auction. This is a great way to make your makes them feel like they are getting
customers feel appreciated. something other people aren’t.
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GOLDMINE STRATEGIES FULL RANGE
Goldmine strategies for promoting your full range
In many cases you will find your it weekly, monthly or quarterly know about it. Not any longer. from their client and include an
clients/prospects don’t know your full and attach a special offer and cost offer of a free evaluation to the first 10
range of products and services. effective if you do it via email. Now, as soon as you are ready, send replies.
out a quick email campaign to tell your
A great way to make more money in Not only are you educating them clients it has arrived and educate them 21. Explain your other products and
your business is to promote your full you are also providing an incentive on the value they will gain from it. Do services
range to your current clients and get for them to act – to buy. For example this with an offer and incentive such
them to buy from you again. Best of - a lawyer may select a service to as ‘a free trial for the first X to call’. Send a customer feedback survey
all, it costs far less to work with your educate his clients on each quarter or to your database and ask customers
current customers than it does to a wholesaler may select a product to 20. Case studies if they knew that you also do X, Y, Z
attract new ones - research suggests profile each month to his database. (list some of your topical services, or
about 6 times less! A great way to inspire you clients is to product ranges).
19. New product/service release send them examples of what other
18. Promote a different part of your clients have done to achieve success Choose products that are profitable to
business or range regularly Most businesses launch a new product with your products. you but that a lot of your customers
or service and wait for their clients to would not be familiar with.
This is most successful if you do come and see them when they want to The email can end with a testimonial
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GOLDMINE STRATEGIES EDUCATION
Goldmine strategies for educating
Informing and educating your customers on your you contacts prefer.
industry and services will help you to position
yourself as the expert/leader in your industry and For example, a Financial Planner could send
is a great subtle way to sell. clients information on ‘how to save more
money so you can invest more and have a better
Here are some simple ways to use email to lifestyle’ or ‘the top 9 tips for investing in stocks’,
educate your clients and prospects: an Accountant could give advice on ‘how to
minimize your time preparing for end of year
22. ‘How to’ guides for selling the products or taxes’; and a Dentist could offer an ‘review of
services teeth whitening products on the market’ or ‘the
best way to teach children how to clean their
A great idea for wholesalers is to keep regularly teeth’ – the possibilities are endless!
updating their resellers with tips on selling their
products (this can be done by emailing short tips 24. Work with alliances to provide advice
each week or in longer guides and checklists).
Giving your clients good, informative advice
This will keep their training up to date and from your business alliances on a variety of
increase their effectiveness in selling the goods, topics adds value to the services you offer and
therefore increasing the number of goods they broadens how you help them. And with your
buy off the wholesaler. email marketing software, it’s easy and
fast to make and doesn’t cost you a cent.
23. Educate customers in your area of expertise
For example, a Health and Safety Consultant
Demonstrate your skills and be the expert that has an alliance with a Pest Controller and they
you are, by sending articles, ‘how to’ guides and provide an ebook to their clients on the ‘top 21
advice to customers. tips for keeping bugs at bay within a working
You can either email out your articles as part of
your newsletter, or just send out one article a
week – you will need to test it to find out what
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GOLDMINE STRATEGIES EDUCATION
This, like any education strategy, is short SMS message. It will provide
extremely effective in building up valuable content about your products
your relationship with your clients as or services to assist your clients,
you are seen to be focused on them prospects and alliances and keep
and their success, rather than just your business at the forefront of their
selling your own products/services. minds.
Also it is a ‘leveraged’ way to 27. Send out an inspirational quote
generate valuable copy as you don’t for the day, week or month
have to write it all yourself. You may
even be able to give your own articles It will only take you 5 minutes to
and guides to your alliances fr them create a quick email and it will help
to send to their contacts too. to keep you top of mind with your
25. Send news updates aligned to
your industry A quick search of the internet will give
you heaps of quotes you can use.
For example, a Mortgage Broker may
email or SMS you regular updates on 28. Series of welcome letters for new
interest rate reviews or a Surf Retailer clients
may send you regular updates on the
international competition circuit. Make clients feel welcome and keep
them excited about doing business
The value of this depends on your with you with an automated series
industry, but if you are up-to-date of welcome emails. This strategy their diet, and from the third week campaigns and schedule them for X
with everything that’s happening in also helps to minimise any buyer’s onwards, give their clients a variety days after joining group ‘New Clients’
your industry, you are automatically remorse they might be feeling. of motivational pieces, diet planners, then put all your new clients into the
seen as an expert. and education as the client goes relevant group in your database - the
For example, a Weight Loss Clinic through the program with them. emails will go out by themselves.
26. Send out a tip for the day, week sends a welcome letter with
or month important contact details on day If you use the Bloomtools Ezy >> Learn more about the Bloomtools
one, then in the second week they Communicator, you can automate Ezy Communicator here
Again this can be an email or even a send a variety of recipes in line with this whole process. Simply create the
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GOLDMINE STRATEGIES E-CARDS
Goldmine strategies for e-cards
E-cards are professional, interactive, to your database of contacts and has sent you a referral. Not only
leading edge cards that enable boost your sales. is it a courtesy, it also shows your
you to stand out well above your appreciation and encourages them
competitors and make your clients 31. Your client’s anniversary to send more referrals your way.
Send out an e-card to each of your Make up a really nice ecard with
Research says that close to 7 out of clients on the anniversary of them some kind of voucher or gift and
every 10 clients that will leave your becoming your client. This will make send it to every person that gives
business will do so because they them feel valued and will build your you a referral.
feel like you don’t care. So, in order relationship with them.
to maintain and grow a successful 35. Thank you for being a valued
business, you must identify a 32. Seasonal e-cards client
number of strategies, such as ecards
to make your clients feel Send e-cards to your clients to A great technique is to add a thank
appreciated. celebrate holidays and occasions. you gift with your e-cards (either
For example Christmas, Easter and from your business or an alliance’s
29. Client birthday e-cards New Year’s cards just to let your business), such as a free financial
clients know you are thinking about analysis, free personal training
An automated process that sends a them. session, 20% off next purchase or
card to your contact on their free gift with next purchase.
birthday, as well as notifying you 33. Thank you for your purchase
that is has been sent. This will save 36. Invitation to an event
you a lot of time and money and Make your clients feel appreciated
gain you a lot of kudos from your by thanking them for buying/using Invite your clients to a seminar,
clients. your product. It’s a simple gesture workshop, client evening,
that won’t take up much of your tradeshow or promotion evening
30. Your business’s birthday time, but your clients will enjoy it. using an ecard. This will help build
relationships with them and make
Get a card designed just for you 34. Thank you for your referral them feel special. You can also get
with a special offer as a new way to them to bring a friend to build your
celebrate your birthday. Email it out It is essential to thank anyone who database.
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GOLDMINE STRATEGIES TIMETABLES
Goldmine strategies for timetables
Database marketing is also a great tool for happen throughout the year with no effort from
keeping your customers up to date with the you - it can’t get any easier than that!
timetables and schedules of your business.
38. Upcoming events of interest
With one simple email campaign , you
can inform all your contacts of important Email you clients a calendar of upcoming
information about your business so everyone is events your business is running that they may
up to date. be interested in attending. The more people
that know about it, the more people will attend
Little strategies like this show that you are and the better results you will get. You could
willing to go the extra mile to make life also ask your alliances to send the same
easier for the client which is great for your campaign out to their own databases.
relationship with them and your sales!
39. Important dates
Give clients a timetable of important dates
Send you clients regular reminders about they need to remember, such as billing days or
topics that are relevant to them. These can be even personal dates (such as Valentine’s Day,
either cyclical, such as once a month, or date Mother’s Day etc).
specific, such as the end of the financial year on
June 30th. This is a great way to keep your business top of
mind and you can even align promotions with
For example, an Accountant reminds you the these dates.
deadlines for each tax period, a Dentist reminds
you personally about your six-monthly check 40. Business schedule
up, or a Doctor sends automatic immunisation
reminders to new parents for each shot the Email your clients details of your schedule.
baby needs. For example, a gym can send members class
timetables, or a retailer can send customers its
Save yourself time by setting them up now and Christmas trading hours.
scheduling them for future dates, so they just
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GOLDMINE STRATEGIES INTERNAL COMMUNICATION
Goldmine strategies for internal communication
Your team members are just as regular updates on company news. time period so they all informed and 44. Social club announcements
important to your business as They will be much more loyal and up-to-date.
your customers, so you need to productive if they feel like part of the Contact staff with social club news
communicate effectively with them company’s success. Include some tips to help them reach and a calendar of upcoming team
on a regualr basis too. the goals and metion high achievers events. You can even have the
Create a template for weekly to keep the team motivated. functionality for them to book online
Databse marketing is a great strategy updates, then simply type in the to minimise administration time for
for this. It makes keeping your current news and hit send – it’s that 43. Event announcements the event.
employees up to date easy, keeps easy.
company morale high and reduces Quickly and easily let your staff Sending an email campaign is much
the need for paper memos. 42. Employee company focus/targets know about upcoming events, such quicker and more effective than
for week or month as workshops and training sessions. relying on word of mouth and it
41. Employee company updates If your Internet marketing software ensures that no one gets left out of
Send a quick email to your team has event management capabilities, the loop.
Keep your employees in the loop and with details of your sales targets or the employees can even RSVP on the
make them feel valued by giving them your promotional focus for a certain spot.
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GOLDMINE STRATEGIES SURVEYS
Goldmine strategies for feedback surveys
Surveys are a great way to • Regular reviews
get feedback from all of your • Review team member
stakeholders. They will help you
understand more about your 47. Send out a marketing survey
customers so you can improve your
business. These will give you an insight into
what your customers think about your
Best of all, with database marketing, products and services and what you
it’s now fast and easy to send them could potentially improve on.
and collect the results - no more
printing and sending letters or Remember surveys can also be a
counting responses! very powerful selling tool too. Some
45. Readers poll
• New product testing evaluations
Gather the opinion of your target • Focus group
audience and report it back to them in • Website feedback
your newsletters or in other forms of • Conference feedback
marketing. Also utilise this tool to get • Speaker evaluation
to know your target audience better. • Product/service evaluation
• Product positioning
46. Send out a customer satisfaction • Brand awareness
survey • Advertising effectiveness
• Newsletter readership
These are great for getting feedback • Competitor comparison
• Employee evaluation >> Learn more about the survey tool
from your clients. Some useful types • Questionnaire – self evaluation
• Job satisfaction in Bloomtools Ezy Communicator
• 360° reviews here
• New client 48. Create a human resources survey
• Training evaluation
• Per product purchase These are used to get feedback from
• Employee business suggestion
• Per service purchase within your business. Types include:
• Employee exit review
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GOLDMINE STRATEGIES OTHER STRATEGIES
Other database marketing strategies
As you can probably see, the about a new loyalty program. Be join you on these sites.
opportunities to use database sure to include the benefits of the
marketing in your business are program so they are interested Send an email campaign to your
endless! straight away. database with a special offer for
people that join you Facebook and
Here are a few more strategies: 52. Promote a competition Twitter, plus links to the sites of
49. Refer a friend or colleague A great way to promote your
business and build your database The more people you have on these
Provide your clients with an is to run a competition because sites, the bigger your presence is
attractive professional looking everyone loves getting something and the more potential for results.
message that they can for nothing! Plus, it’s free to join them, so there’s
easily forward on for no excuse!
referrals/recommendations. Send out an email campaign to your
database about the competition and 54. Send videos
Ask your best customers to help you link them to the sign up form on
out by sending on an offer or article, your website. Videos are hugely popular on the
to generate new clients. internet right now and there are
Also, put a ‘send to a friend’ link many ways your business can
50. Update your database’s details in a very prominent position to use them to your advantage -
make it easy for people to send the training films, promotional videos,
Email your clients a reminder/ competition on - and watch your education, viral marketing etc.
form to update their details often. database grow!
Keeping these details up to date is Once you’ve made your video,
essential for the continued success 53. Get Facebook friends and create a campaign and place a link
of your database. Twitter followers to the video in it. Then send it out to
your database to promote it.
51. Promote a new loyalty points All businesses today should be
scheme maximising social media sites like Don’t forget the ‘send to a friend’
Facebook and Twitter - so you need link - a video that goes viral is great
Send out information to clients all the people on your mailing lists to publicity for your business!
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GOLDMINE STRATEGIES CONCLUSION
Thankyou for reading our Goldmine Strategies ebook. I sincerely hope that
these strategies are helpful to you and your business.
I am sure you would have gained at least one good idea that you can apply in
your business today. The next step is up to you – so we really encourage you
to take action!
If you would like to learn about database marketing and a system that can
help with you with the above strategies and much more, please ask us about
the Bloomtools Ezy Communicator.
If you would like a Bloomtools consultant to create an internet marketing plan
for your business, including some of the above database marketing strategies,
please contact us.
Once again, thank you, and good luck!
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