Successful database marketing has always been based on communications. There is no point in building and maintaining a database unless you use it to create personal communications to your customers, designed to increase loyalty, retention, referrals and cross sales.
Before the Internet, such communications were rare. Personal letters were expensive, and retention building outbound phone calls were out of reach for most marketers. The Web has changed everything. Now marketers can afford to do many interesting and profitable things that were never before possible.
For example, a major brick and mortar retailer
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