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February 15, 2010
List Cleansing. Or Why Can't I Get That Offer?
Few things annoy me as a consumer more than receiving promotional mailings like the one pictured here that I can't take advantage of. In the case of The New Milford Sports Club, I have been a member for over 10 years.
List cleansing continues to be one of the simplest ways many companies can optimize marketing budgets. Creating simple customer suppression files to use in all your acquisition campaigns is not hard, and can be made part of routine process easily. At the same time, building customer loyalty by creating separate retention campaigns for customers is a simple way to reduce churn.
This is not rocket science, but from local clubs to large mailers like insurers, banks and retailers, the effective use of customer data remains amazingly inconsistent. It shouldn't be that way.
Posted by jcioban at February 15, 2010 12:07 PM
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