Customer Retention: Keep ’Em And Hold ’Em

Gina Valentino, president of catalog consultancy Hemisphere Marketing, notes that continuous messaging and offers to valuable customers can add to your share of wallet. She notes how computer merchant Dell recently used a direct mail piece to celebrate its 22nd anniversary. Playing off the fact that 22nd anniversary gifts traditionally are copper, Dell sent a direct mail piece emblazoned with a penny in a champagne glass, along with a copper-colored gift card.