Thursday, 25 September 2014

Smart marketing

I'm on too many mailing lists.

I don't mind a lot of the stuff that comes through the letterbox but I do get irritated when it's clear that the company sending me stuff hasn't put any thought into the mailing.

The Great Little Trading Company is a case in point.

I have bought from them when my children were younger but my children are now of an age where the GLTC products aren't suitable. My family has outgrown that retailer.

Surely there is a profile that would indicate that I'm no longer worth the investment.  I probably haven't bought anything for over five years.

Why are they wasting their money on me? Why aren't they applying a data-based approach to their CRM strategy.

Just doing the same old thing just because you always have isn't a good enough reason.

Use analysis and data to drive your strategy. Mailing everyone on your list is lazy and wasteful.

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