In our last message, we discussed how to compile your list of active clients, inactive clients, and best prospects. Today, we’re going to delve into what information you should keep track of. The information that you have available on your lists dictates the different methods available for contacting them.
You obviously want to have as much contact information as you can, including full name, address, telephone number, and email. This allows you to use each of these media to reach out to the list. A proper touch campaign for each list will involve sending direct mail, making live phone calls to remind them to make an appointment, and using email to send them helpful information and special offers.
However, there is additional information that I would encourage you to collect. For example, collecting birthday information gives you the opportunity to send birthday cards to clients and prospects every year as one of your marketing touches. Also keep track of when each client comes in each year. If they come in at the same time each year, this allows you to more efficiently create your tax season calendar.
I would also encourage you to keep track of a client’s spending with you, and their total income for the year. Record information in your marketing lists about how much they paid for tax preparation last time they came in. For clients that end up with a tax liability, keep track of how much their tax debt is, and what they did to address it (potential in-house tax resolution leads).
It’s a good idea to keep track of each contact you make with folks on your lists, including what you sent them and when. Over time, tracking this and the subsequent response to each marketing touch will allow you to improve your touch sequences and utilize higher response mechanisms more often. Remember, you can’t improve what you don’t track.
By collecting as much information about your clients and prospects as you can, you will be able to assemble a demographic profile of your average client. This profile can become the basis for working with clients that better suit your desired client profile, or for purchasing cold marketing lists of similar people that you can market to for purposes of new client acquisition.