10 Ways to Optimize List Performance
8. Demonstrate that your customers are valuable assets. To maximize brand loyalty, use your database to establish private sales or a customer rewards/sales incentive program, the report says.
9. Show customers you care about their opinions. Use surveys in all your channels (direct mail/catalog, retail, e-mail) to gauge customer satisfaction. If you get responses from inactive customers, tailor an event or promotion to them to make them active customers again.
10. Keep your database clean. Take steps to ensure the quality of your data by including merge/purge and deduplication of your lists and updating addresses through the National Change of Address registry, the report says.