Re: Maximun advertising contacts in CRM system

From: Jim Sterne <jsterne_at_targeting.com>
Date: Mon 10 Feb 2003 19:28:42 -0600

At 02:57 PM 2/7/03, Angeles Blas wrote:
>I have a banking client who has a CRM system in place. They want to
>remind costumers in their database of new products + news.
>I am struggling to find any research to provide me with backing to my
>gut feeling (one message every two weeks maximun !) .
>Can any one help me?

It's truly a matter of "it depends".
For some customers, once a month is OK,
for others, one a week is fine.

Is the bank sending something of value
or are they just selling?

The only real answer is: Try it, measure it,
tweak it, and try it again. If people tell
their friends and more customers show up,
you're doing the right think! If they unsubscribe,
you need to change your approach. Your actual
results will speak louder than any research.


------------------------------------------------------
Jim Sterne Target Marketing of Santa Barbara
jsterne_at_targeting.com www.targeting.com
Author, Speaker, Consultant +1 805-965-3184
        E-Metrics Summit Recorded Proceedings
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Received on Mon Feb 10 2003 - 19:28:42 CST