Cloud accounting program Xero has added an advanced search function that creates customer lists based on past purchases, location and payment patterns. The auto-updating Smart Lists can be exported to a CSV file and imported into an email marketing program. A business can then send out a mass email campaign to generate more sales from existing customers or follow up easily with late payers.
Xero suggested the following uses for Smart Lists:
- Identify customers who have purchased a product from you, who may be interested in a new product you now have available.
- Find all those customers who haven’t paid an invoice in the past few months, so you can follow-up with them and improve your cash flow.
- See how many customers you have in a particular city or region, helping you understand your customer base and use as the basis of a targeted marketing or sales effort.
The Smart Lists feature appears under Contacts in Xero’s main menu. Search parameters include purchased/not purchased, invoices, payments, location and contact group. Aside from the CSV file export, Xero users could export the file directly to Constant Contact, a cloud-based email marketing program.
Integrations with MailChimp and Campaign Monitor email marketing programs were next on the list and the advanced search function would be added to Xero’s API for third-party programs to connect, said Craig Walker, Xero’s CTO.
In a blog post explaining the release, Xero said that it cost six or seven times as much to acquire a new customer than to sell to an existing customer. “We’ve built Smart Lists because marketing to your existing customer is important. Smart Lists is all about unlocking the treasure trove of information you store in Xero about your customers – what they’ve purchased, how much they’ve spent, the last time you invoiced them, where they’re located and so on,” Walker said in the post.
Xero released a video demonstrating Smart Lists.