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Successful Deliverability Lies with the Marketer

Are we discriminating against our best customers?

In the November Issue of Infobox, Dela Quist of Alchemy Worx, looks at why we keep rewarding those customers who haven't opened your emails, who haven't bought in a few months and who abandon shopping carts etc, yet, do not implement a positive reward scheme for those who actually purchase regularly.

As Dela sums up 'Good customers need rewarding too; so when implementing an incentive based scheme, it is always worth asking yourself if you are discriminating against your loyal customers and how they would feel if they found out. This is a subtle but important change in emphasis that could yield significant results'. 'Tis a very good article and is sure to set you thinking: Are we discriminating against our best customers?

Also in this issue Stefan Pollard of Responsys is interviewed on the art of segmenting and the beautiful and creative Lisa Harmon of Smith-Harmon, advises on designing effective Holiday Season creatives, whilst Simone Barrett of e-Dialog, looks at how to protect your brand from phishing.

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