So, Let’s Build a Marketing Database!
Last Updated on Saturday, 31 July 2010 10:01 Written by Kevin Sunday, 28 June 2009 01:34
We always need lots of information within any client-supplied database to make mailing communications more personalised and relevant, to boost response rates. But the big problem with databases is that they’re inevitably a mess.
Companies today are lucky to have one that has accurate names and postal addresses, let alone the customers email address, 
or other specifics like birth date, demographic, spend pattern, product or service preferences.
Double Your Rewards
Last Updated on Wednesday, 3 June 2009 07:20 Written by Kevin Thursday, 22 January 2009 03:24
Nearly everybody is in one or more loyalty programmes these days, basically to get those discounts, rewards or airpoints.
These reward programmes have to be done right. In an excellent article by Geoffrey De Weaver "… consumers do not mind sharing information with retailers as long as they receive worthwhile, personalised benefits… 54% of Australian consumers have at least one reward or loyalty card, and 69% tried to use a loyalty card as often as possible. Importantly, both figures are trending north… 
Never lose sight of the top 20% of your customers who generate the majority of your sales and profits…"