Beware, the 9 Deadly Mistakes of Database Marketing

What proves that database marketing works? A B-to-B lighting products catalog company sent catalogs to 45,000 customers. It set up a two-person pilot program consisting of a customer service rep and an engineer to build relationships with test customers to see the results. People who they called had greater average order size and order frequency. Total gain was $2.6 million in revenue over six months.