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What is you customer list worth?Views: 3319
Feb 26, 2009 10:48 pmWhat is you customer list worth?#

Kurt Schweitzer
I was talking to a couple guys from the local scooter club today, and mentioned that I've mapped where my customers are located (which can impact where meeting places should be). They asked me how many names I have in my list, and I told them about 360. (That's actually only the local portion of the list, but they don't need to know that!)

Their eyes lit up, and asked about sending a mailing to my list to help drum up more members for the club.

This got me to thinking: What's the value of my customer list? It's not really very big, but it is extremely focused, and valuable for guys like them because nearly every single name on that list is someone who owns a scooter.

Now I'm NOT planning to sell the list, but I might include others (like the scooter club) in some of MY mailings. (I guess this is yet another reason to develop my newsletter.)

How about YOUR customer list? Have you given thought to how much it might be worth to someone?

Kurt Schweitzer
Urban Village Scooters

Private Reply to Kurt Schweitzer

Feb 27, 2009 12:14 amre: What is you customer list worth?#

Scott Wolpow
I would say your names are worth $10 per name.

Private Reply to Scott Wolpow

Feb 28, 2009 1:08 amre: re: What is you customer list worth?#

Kurt Schweitzer
Scott,

How did you arrive at that number?

Kurt Schweitzer
Urban Village Scooters

Private Reply to Kurt Schweitzer

Feb 28, 2009 1:50 amre: re: re: What is you customer list worth?#

Scott Wolpow
Probably slightly higher than it is worth, and that is for ownership, not one time.

It is very targeted in a tight geographical area. The likley hood of a person buying something is great. [following are guesses] 10% of the list will buy something, if they spend $250 each over the next year that is $9,000. That should cover the cost of aqusition.

Private Reply to Scott Wolpow

Feb 28, 2009 2:28 amRe: What is you customer list worth?#

Teddy Towncrier


Hi folks.

A well cared for customer list can easily be worth more than the underlying business.

A few years ago; A beloved 150 year old Canadian retailer hit the wall and all assets were liquidated. ... While many of the assets were sold for pennies on the dollar; ... Their mailing list realized 103% of appraised value.

$10 per name is a FTA figure. .... Wouldn't a list of established buyers of Caterpillars or Feadships be worth substantially more than $10 per name?

The value of our mailing list is frequently determined by how it has been nurtured and utilized and how responsive it is.

Want to know how to massage your mailing list?   Study what Nordstrom, Columbia House and Readers Digest send you.

At the other end of the per unit spectrum is Whole Foods Market, Inc. (Twitter @Wholefoods) with 144,185 on their Twitter list and schmoozes their customers with 140 word text ads.   Who knows what that list is worth. ... Even $10 is a handsome pay day but they would be foolish to sell it when this specialized list can be rented out over and over again.

Thanks for the idea for a blog post, Kurt.


Bestest.


Teddy Towncrier CPP Towncrier-Media.com Supercharging Your Visions.

Speak with me here Click Here for My Twitter

Private Reply to Teddy Towncrier

Mar 01, 2009 12:39 amre: Re: What is you customer list worth?#

Scott Wolpow
What is FTA?

Private Reply to Scott Wolpow

Mar 01, 2009 5:37 pmre: re: Re: What is you customer list worth?#

Kurt Schweitzer
I think it means From The Alternative-to-your-brain!

(Like the sign I on the desk of a secretary I used to know:

"Answers: $1
Answers that require some thought: $2
Correct answers: $5
Dumb looks are still free!")

Kurt Schweitzer
Urban Village Scooters

Private Reply to Kurt Schweitzer

Mar 01, 2009 7:12 pmRe: What is you customer list worth?#

Teddy Towncrier


Love it, Kurt.

I was gong to suggest. "Fearlessly & Thoroughly Analyzed".


Bestest.


Teddy Towncrier CPP Towncrier-Media.com Supercharging Your Visions.

Speak with me here Click Here for My Twitter

Private Reply to Teddy Towncrier

Mar 02, 2009 12:29 amre: re: Re: What is you customer list worth?#

Scott Wolpow
I asked a list rental/sales person. His answer was $5.00 for one time rental, $25.00 for unlimited or IRS purposes. But having under a 5,000 names is a negative for sales reasons.
He said it was a list of highly motivated buyers in a target niche, enhanced by geographical means.

Private Reply to Scott Wolpow

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