Chris Baggott writes:
I'm re-reading my old standby...Strategic Database Marketing by Arthur M. Hughes. As many of you know, this has been my bible since it was first published. This is the third addition and I'm flattered to have some cases in this new updated version that now covers email as a database marketing tool.
Anyway, I'm just starting this today, and I'm already struck by the following statement:
Databases don’t build customer loyalty or profits.
What builds loyalty and profits are creative marketing strategies using customized communications based on that database.Simple, obvious.
Lovely comment and can't agree more with him. I have always wondered what happens to the detailed application forms that I have filled for many loyalty programs, registration sections in websites, bank account opening forms, updated profiling forms that I have mailed to my credit card issuer etc.
I have received very few customized communication using that information. Why collect, if you don't use.
I am forced to say at least let's save paper, save storage space and save the earth!