When it comes to effective marketing, staying connected with your customers is key. Think about your favorite stores like Dick’s Sporting Goods, Valvoline, and Starbucks—they send you updates via email or text about new products, sales, events, or even freebies. Just the other day, Starbucks emailed me about their “Free reusable straw” day, offering a limited-edition straw.

They can reach me because they have my correct email address, phone number, and maybe even my address. This allows them to send info that keeps me engaged and coming back. And if it ever gets to be too much, I can always opt out of those messages.

Now, you might not be diving into email or text marketing just yet – but think about the future. Gathering this info now means when you’re ready, you’ll have a solid base of contacts to start with. Imagine having 5,000 customers on file—based on industry averages, about 10% will likely engage with your emails. That’s 500 potential opens. But if only 10% of those 5,000 have accurate contact details, you’re down to just 50 opens.

So, what should you be collecting from your customers at every touchpoint?

  • Correct First and Last Name
  • Full Address
  • Email Address
  • Cell Phone Number
  • Home Phone (if applicable)
  • Birthdate

These details are crucial for building a robust marketing strategy. It’s a numbers game, really. You already have the customer base—why not simply ask for their email and phone numbers? It’s the first step towards keeping them in the loop and coming back for more.

Collect that customer information and set the stage for effective marketing!

Jeremy Johnson

Jeremy Johnson

Senior Manager, OEM and Business Development

I'm a seasoned veteran in the powersport, marine, and RV industries with over 24 years of experience. I've spent a significant amount of that time in the digital and website space, and I absolutely love it. I recently celebrated my two-year anniversary at Lightspeed, where I get to work with OEMs and dealers and help them succeed in the digital world. When I'm not at work, I enjoy traveling with my family, watching my kids' sporting events, and exploring the beautiful outdoors of Northern Minnesota through hunting and fishing. I'm incredibly passionate about what I do, and I love sharing that passion with others. Whether it's working with my team at Lightspeed or spending time with my family, I'm always up for an adventure.

Lightspeed is the #1 Dealer Management Solution used within the Recreation industry for a good reason. We provide a completely integrated solution for dealers, OEMs and their customers. Our goal is to help you operate your business more efficiently and profitably so you can spend more time doing what you love.

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