What Doesn t Work

What Doesn’t Work

• Failing to capture customers’ email names and use them in your marketing program

• Using database marketing for packaged goods, with some exceptions

• Paying more than half the LTV to acquire a rented name

• Starting any dot com without first computing the value of the email names to be acquired

• Thinking that email response rates will be as high as direct-mail response rates

• Failing to use control groups with any database marketing program