Designing Database Marketing Communications
When all the LTV calculations, predictive modeling, and acquisition and retention planning have been done, the firm ultimately must communicate with the customer. In this chapter, we discuss how to design database marketing communications. We discuss the planning process for designing communications, and devote most of the discussion to copy development and media selection. We pay special attention to “personalization,” or individualizing the message that is communicated to each customer.
KeywordsCredit Card Content Area Optimal Allocation Purchase Intention Direct Mail
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