What Works

• Dividing your customer database into a few segments based on some logical scheme and developing a marketing strategy for each segment.

• Always setting aside a control group in each segment that gets a generic marketing promotion (or none at all) so that you can measure the effectiveness of the promotions.

• Differentiating the promotions to each segment by personal data in the database. “Since you bought the ski outfit last October, you may want to consider a flannel nightgown to wear on those cold evenings.”

• Finding a way to collect the data on what happened after you sent the promotions. If you can’t get the data, you may be wasting your money on the promotions.