Getting the Most from Your IT System

4. Marketing

Even a basic IT system opens up new marketing opportunities for your business.

4.1 Use a mail merge to contact customers personally by post.

• Most word processing packages have a mail merge function. This allows you to create a personalised letter, leaflet or flyer to send to customers.
• For instance, you can add the customer's name, address, or a list of products they've bought from you.

4.2 Send out email newsletters to people who sign up through your website.

• You can use standard email software to send an email to a small number of customers.
• For a larger customer database (more than 20), you will need to use specialist mailing software.

4.3 Give great presentations.

• Presentation software allows you to create slideshows containing text, images and even video and sound. Used properly, these can inject interest into a pitch to prospective customers.
• When creating presentations, resist the temptation to cram lots of information into each slide. Focus on the key points.