In a world that’s full of noise and change, one steady practice can make a big difference in your business: Keeping a customer list. Whether you sell produce, handbags, health products, furniture, or offer custom services, having a central place for your customers’ names, contact information, and orders can help you serve them better, build trust, and grow your work with purpose.
Here are a five benefits of keeping a customer list for your business.
1. It can function as a “second brain”
When serving repeat customers, a simple note in your customer list can remind you what they bought, what size they needed, or which item they preferred. You don’t have to rely on memory alone.
A basic entry in your customer list might include:
- Name
- Address
- Phone number
- Email (if applicable)
- What they purchased
- Notes
Some point-of-sale systems will collect customer information automatically, but a lot of people will simply use a notebook and file box.
2. You Can Stay in Touch When It Matters
If you sell seasonal items—like spring flowers, fall mums, or Christmas baked goods—your past customers might be glad to know when you have fresh products ready again. Sending a postcard or email can bring them back, and remind them that you remember their past support.
I recently had a business owner ask me for advice on how to announce her Retirement / Going Out of Business Sale. She had owned the business for many decades. One of the first questions I asked her was, “Do you have a customer list?” Unfortunately, the answer was no. A customer list would have allowed us to send a direct mail postcard to all of her previous customers — those who would be most interested in the sale!
3. You Can Share Updates and Specials
Sometimes people simply forget you’re there. A simple newsletter—even just two or three times a year—can let customers know what’s new, what’s on sale, or what custom work you’re taking on for the season. You don’t need fancy design or photos—just a clean, honest message.
You can also segment your customer list by product preference or location. This is helpful when you want to target specific customer groups.
Keeping a customer list will also come in handy if you have a social media page or website and want to start trying paid digital ads. For example, Facebook will let you upload your customer list (emails are preferable) and target ads to those customers and other people who are similar to your current customers. A very powerful tool for marketers…a little bit creepy for us consumers!
4. It Makes Custom Orders and Reorders Easier
If you do custom work or repeat orders, a customer list is a lifesaver. Instead of re-measuring or re-asking all the same questions, you’ll have a written record of what the customer needed last time.
5. It Helps You Serve People Better
More than anything, a customer list helps you build relationships. When you remember someone’s preferences or check in with them during your busy season, it shows care—not just commerce. And that kind of business lasts.
[READ: Why Customer Service Could Be Your Most Important Marketing Strategy]
Easy Ways to Get Started:
- Use a lined notebook, ledger, or index card box
- Keep an order book with carbon copies
- Or, talk with Barnyard Marketing about setting up a printable template or digital tracking system using spreadsheets. Some businesses have us keep digital working files of their customer lists, so they are always ready to go when it’s time to send out a mailer or they need us to look up a specific thing.
Be sure to train your staff to collect customer information every time someone buys in person, over the phone, or by mail. Have a standard operating procedure for collection and organization. Also, you can collect customer information at shows, markets or events if you have a booth.
Already have a customer list? Let’s put it to use! Barnyard Marketing can help you with direct mailings, email blasts, and postcards. Contact us today to start a project.