Start by Reaching Out to Your Best Customers Via Email:
In order to add more personalized marketing to your marketing mix, the first thing you'll want to do is ensure that you have a way to figure out who your top customers are so that you can start by reaching out to your best customers via email. You should be able to find out this information via your shopping cart. If you sometimes bill people for work outside of your shopping cart, look at your invoice system, or if you take payment via PayPal, you can look there. If you use bookkeeping software, you can also look at the information there.
Mine the Data:
Using the technology you've have built your business on, email, shopping cart, bookkeeping, and so forth, figure out who your top customers are. You'll want to make a list of questions to answer about each of your customers as you mine the data. If you cannot answer all your questions right now, that's okay because that will be your signal for the need to design your strategy. You can then implement a plan to gather that information as you get it and store it for when you need to use it.
Organize Your Findings:
Once you go through your data, put the information together in a way that you can use it. It will be essential to use customer files, MS Excel files, Trello, or system that works for you to organize the information so that it can be sorted, added to, and used.
Send a Personalized Email
A Touching Base Email
An Individual Email
Once you pinpoint the customers you want to reach out to one-on-one, start digging into their information so that you can gather the facts and information you need to write the email so that it is very personalized and customized. For example, if that customer has been with you for 3 years, you'll want to mention this as it will let them know you care; if they are new, you'll want to state that too because it shows your awareness of them. You'll want to offer any assistance possible on using newer products they have purchased, and get their thoughts on older products they've purchased. Most of all, ensure that you are not asking them for a sale right now.
Add More Facts to Your Data:
Based on the responses you get from your personalized emails, you will add more data to the facts you are collecting on each of the top customers on your list. Every piece of information you can glean from your customers can help you serve them better - this is going to affect the way you serve all customers and will help you serve future customers in a more meaningful and effective way as well. Improve Your Autoresponders and Tagging: You can use the information you have gathered to improve your autoresponders.
Take the time right now to add autoresponder messages for every single customer who purchases a product from you to check in after they've had time to use the product to find out if you can help them use it or help to improve on their experience with the product.
Personalized marketing, is part of a long-term strategy and is not something that is going to start working overnight. Right now, you want to connect with your top customers - choose the top 100 or even just the top 10 depending on your time and money resources - and work on building that relationship closer without selling to them. Just get in touch with them, point out their awesomeness, and be helpful.