Lisa Mather's blog on customer data speaks to an issue we are tackling as we complete our new website and work on social media add-ons.  

Surely the only ethical way to gather and use client data is to use a double opt-in system, which gives us express permission to contact a client in the future. It's now a fact that the general public has become more marketing-savvy and resistant to mass mailings.

Supplying products to a customer once or twice does not necessarily mean they want to hear of new developments for years to come. Signing up for a newsletter via a website surely does. This implies consent and also indicates that the client is interested and more likely to read the content that is sent out. Double opt-in is therefore seen as good practice in professional marketing circles. 

The other issue we are pondering is whether it is a good use of our time to keep in contact with clients we have already supplied with a kitchen, when that kitchen is designed to last 15 years. 

Reason says that our excellent service will convince them to return to us and this has been our experience over the years. Perhaps a better use of our time would be to engage with potential future clients by way of 'designer tips', and knowledge leadership in our area of expertise.

To quote the guerrilla marketing guru Perry Marshall: "Position yourself as an expert resource instead of a peddler". This is sound advice for our industry. 

Sam Cartwright, Design Matters KBB, High Wycombe