Effective use of your 2024 sales data in 2025

Once you have customers on board, there’s work to be done to keep them interested, encourage them to buy again, buy more or recommend you to others.

Think of your customers as year-round buyers don’t rely on them to remember, tell them!

One way to do this is through digital marketing

– think MailChimp-type e-newsletters.

Lucy Jones, on university work experience with Sarah Hawes from Izzy PR, outlines the basics of e-newsletters:

Content ideas:

News, promotions, company updates, offers, discounts – mix it up and send them out regularly. Monthly or seasonally is a good place to start.

The benefits of e-newsletter marketing:

• Information is delivered directly to the consumer

• Production and distribution is lower cost

• The contemporary format keeps your brand up-to-date

• Content can be repurposed

• Engagement analytics help track brand growth and engagement

• Engagement is encouraged with links and calls to action

• Brand presence boosted amongst your database.

Segment your audience data:

The most effective newsletters are sent out to audience segments – often a slightly different version for each audience group. Subscribers are split up into different groups based on shared characteristics such as demographics, customer history or interests. For example, new customers get a different message to older ones.

Why use segmented data?

• Higher engagement: Customers will click if the content is clearly relevant to them.

• Better use of resources: Allocating certain content to the right receiver is more valuable.

• Increased loyalty: Subscribers are more likely to stay with tailored messages

• Improved customer experience: A ‘one size fits all’ approach is not as effective.