Still undecided?  You have four options:

 

Option 1

You do nothing, but just carry on as you are.  Your competitors who ARE using database marketing proceed to steal large numbers of your customers.

 

Option 2

You decide to save the purchase price by teaching yourself database marketing.  You spend the next 12 months carrying out thorough research and testing.  Meanwhile, your competitors steal large numbers of your customers.

 

Option 3

You decide to save the purchase price, but are impatient to get started and so jump into database marketing with both feet.  You send out random email and text campaigns to everyone on your database.  12 months, several thousand pounds and a LOT of work later, no-one ever opens your emails, half your database has unsubscribed, and some have even threatened to report you for spam (you can be sure you'll never see THOSE customers again).  You give up in disgust, declaring that database marketing isn't right for your business. Meanwhile, your competitors steal large numbers of your customers.

 

 

Option 4

You take a shortcut and invest in The Step-by-step Guide to Database Marketing.  You become an instant expert, your database grows rapidly and your email and text message campaigns hit the ground running.  You recoup the cost of the book 10-20 times over with your first campaign.  You proceed to steal large numbers of your competitors' customers.