Should I include purchase history in my contact database, and does the amount matter?

Yes, absolutely include the total dollar value of purchases each customer has ever made with you. No number is too big and no number is too small—this matters. If someone purchased $150,000 worth of art from you, that goes in the spreadsheet. If someone bought $29 worth of art or photography, that also goes in. This lifetime customer value (LTV) data becomes extremely valuable for advanced marketing tactics. You can use it to create specialized audiences and tailor your marketing based on purchase history. Even if the sale happened offline or was for an original piece, include it. This data helps you identify your most valuable customers and understand buying patterns.

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Asked by an artist wondering how detailed their records should be · Answered by Patrick Shanahan · art-marketing-podcast · 2018-08-23