How to Market More Effectively to Your Customer List

By James Porte


Are you confused about how to market your business and what to do during these challenging times? If so, you should know that better and more consistent communication to your existing customers can be the easiest and best way to drive store traffic and sales into your store NOW.


The problem is that many jewelers don’t know where to start. They look at the 2000-5000 names on their customer list as if it was one big blob of names.

Further, many jewelers who have substantially larger lists simply mail to their top 20 percent of customers, not so much to abide by the marketing rule of 80 percent of your business comes from 20 percent of your customers, but more to reduce mailing and printing costs.


I recently had a customer call me about their customer list. They had 20,000 names on the list and wanted to know what to do. My first recommendation was to have the list updated using the NCOA (National Change of Address) certification system and software.


When the report was completed it showed that approximately 6,000 names (30 percent of the list) was undeliverable due to undeliverable addresses and addresses that had been changed based on a change of address by the customer.


Nothing is more frustrating than sending direct mail to your customers and having it either not delivered or returned due to an undeliverable address. What a waste of time, energy and money!


Target Mailers also provides this service for approximately $100-$200 depending on the number of names, with a 24-48 hour turnaround and the list can be separated in the following ways:

1.         Undeliverable addresses

2.         Deliverable addresses

3.         Addresses that were changed based on the changed address of the customer


Analyzing your customer list

It is imperative that you categorize and sort your list into bite-size pieces so that you can market based on some specific information and strategy rather than sending a general message. 

If you want to grow your business, you must start utilizing more one-to-one marketing communication, which is more personal and relevant.


You may wish to consider the following categories:

a. Active accounts: purchased in the last two years 11 months

b. Semi-active accounts: purchased in the last three-five years

c. Inactive: five+ years


Categorize active and semi-active in the following:

Repair customers

a. Jewelry repairs: $50 and under and $51 and over

b. Watch repairs: $50 and under and $51 and over


Jewelry purchases: You determine the $ breakdowns


Watch Purchases (You determine breakdowns based on amounts


Good luck, you are on your way to effective marketing.

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