Who’s Your Best Customer?

Jeff Gordon
Sep 8, 2018

The value of being in business for years or even decades is the tremendous advantage you have with your extensive customer base. Seldom used and often neglected, your mailing lists – both email and postal – are as valuable to you as most any other asset in your business arsenal.

So who is your best customer? An already satisfied customer!

That’s why gathering, updating, and using your mailing lists is critical to your business. Most any Point of Sale system will encourage salespeople to enter customer data, and this information becomes extremely valuable to you now and in the future.

So why don’t many jewelers utilize their lists more frequently? For sure, social media through Facebook, Instagram, Snapchat, Twitter, Yelp, and others have gained the upper hand on advertising and marketing today, but we always urge jewelers not to give up on email and postal lists.

We also see that a lot of jewelers are missing a key element of marketing today through clienteling. The value of using your lists to call customers to update their information can’t be over-emphasized.

One of the key assets we leave clients after conducting a major sale event is an increased email and postal list of some 30% to 50%. This list becomes extremely valuable for jewelers after the sale, and well into the future.

The moral of the story: Guard and use your customer lists to maximum value and reap the reward through increased sales!

If there is anything we can help you with, please give us a call.


Jeff Gordon