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Strategic Database Marketing by Arthur Hughes

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20Why Databases Fail

 

E-mail “batch and blast” marketing is in distress. It simply no longer performs. Subscriber inboxes are overflowing with permission-based e-mail that is irrelevant. Our research shows that 60% of subscribers just ignore the e-mails, deflating marketer hopes for relationship-building and sales. Worse, half of subscribers unsubscribe or complain to their ISPs, completely severing the relationship and hurting deliverability across the board. Using our old direct marketing friend, data, marketers can finally respond to the fact that response rates have steadily declined year over year and start to provide custom, relevant e-mail experiences for their important subscriber segments. With CRM systems finally providing intelligent ...

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