If you already have a retail store, you have many opportunities to connect with existing and potential customers and acquire their information for marketing. When you expand this storefront to the Internet, your opportunities mount even further. Gathering customer information allows you to continually reach your customers and prospects, either through online or offline marketing campaigns.

Depending on your business, you may want to send regular newsletters, monthly email specials, calendar events, postcards, or catalogs to current and potential customers. The more information you collect about each patron, the greater impact your marketing efforts can make, the stronger understanding you