Summary

Communications to customers work. Used correctly, communications will

• Increase your retention rate and reduce attrition

• Increase cross sales and up sales

• Increase referrals

• Increase profits

The advent of email has given marketers a tremendously valuable new communication channel that will revolutionize database marketing. The one-to-one communications that we talked about in the 1990s are being carried out in the new century. From now on, anyone who is not using emails will lose out in the competitive race to build customer loyalty.