But Does It Work?

We can do all these things, but do they really produce more profits? This is an area in which great strides have been made. Most companies are acutely aware of the need to use control groups to validate the effectiveness of every single marketing strategy and initiative. In this book you will find more than 40 case studies that were completed in the past couple of years by companies that have been able to prove that their techniques are succeeding in building loyalty, increased sales, retention, repurchase, and reactivation. Customer communications work. Personalized communications work even better. Now, with the Web, we can afford to send millions of desired and accepted messages based on data and profiles in our databases that affect customer behavior in a positive way.