Database marketing can be simple or sophisticated. The key is that instead of just having a mailing list of prospective customers or a single list of current customers, you can use a computer to evaluate and manage the information more precisely.

This reflects a primary rule for database marketing–spend most of your money hitting your best customers repeatedly, but save a little to experiment with new target groups. Particularly for closing sales for higher-ticket goods or services, a combination of several different contact methods may work best. Be cautious of legal restrictions that in the U.S. prohibit companies from sending unsolicited faxes to people or companies with whom they don’t have a business relationship. Whether you’re a partner in a consulting firm, a house painter, or president of an international conglomerate, database marketing is crucial for your success.

You can send faxes to existing customers announcing a special offer on a new product. Broadcast faxing is a great way to reach a large target audience. If you have a generic fax to send to many locations at a specific time, you can set many fax machines and most computer fax programs to dial multiple numbers. A fax machine offers you a fast and inexpensive way to alert potential customers to new or service product offerings or special promotions. And, it provides an easy way for customers to send you orders.

For an option to purchasing or leasing traditional fax machines, many personal computers being sold today include a fax/modem, which enable customers to send and receive faxes from the desktop as well. An automated fax-back system can print out a listing of how many customers called and where the information was sent.