Interesting article from the DM (Direct Marketing) News (thanks to Alex Barnett for linking to it). I once had this client that I was trying to teach/educate about loyalty marketing – he was a very, very big in the DM world sending out millions of emails – he was the “List Master”. I attempted to show him that by working with consumers and listening to their preferences, he would send out less e-mail, but they would be much more effective. His mailing would drop, and his responses would go up! He didn’t get it, and nor do a lot of marketers. Marketing and IT mix like oil and water. Those companies that get it right are going to have a following of customers that are loyal, and hence they (the companies) will be profitable – without interrupt marketing!

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