One-to-One Marketing

All of the variables are ranked, and the company starts with the strongest variable and works from there. “Some of the variables override others,” Shenker explains. “For example, if we have a customer who continually uses their contract, and they’ve been a customer for more than 10 years, we’re going to reinforce the message that using their contract is beneficial to them. It doesn’t make sense to send a message to a very large customer who orders often that he can take $10 off his order of $50 or more. But to a small business, a message like this may be a good incentive.”