SUMMARY: A surprisingly small number of mass merchants segment their house lists by spend -- only 21%, according to MarketingSherpa data. Right away, this tells us that four of every five marketers don’t optimize their databases. And why not? After all, whom better to zero in on than your best customers?
Wait until you see how a tickets eretailer increased email-generated revenue 322% with a trio of preferred-status customer files. Plus, targeting offers between the time the customer purchases a ticket and actually uses it.