Beware, the 9 Deadly Mistakes of Database Marketing

Mistake #7: Treating all customers alike. Loyal customers are more profitable than new or disloyal customers. Segment by profitability, and focus your attention. Reprice products to those who are low-profitability customers.

Mistake #8: Failure to develop a retention program. Most companies are set up for acquisition. Few have specific retention programs. One dollar spent to retain customers returns more profit than $1 of acquisition.