I recently began to wonder how many of the airlines and hotel chains have really considered “Customer Lifetime Value” in the creation of today’s largely calendar-driven loyalty programs. Beyond the motivation to examine year-over-year performance, how was it decided that one year is an adequate…
Continue reading "Loyalty and Lifetime Value"Posts Tagged ‘Travel’
Wednesday, November 19, 2008
Wednesday, February 20, 2008
Dear Blog Reader: What’s the Point in Personalizing Communication?
Marketing response rates rise when communication is personalized. That’s what the stats tell us. But, what’s the point in doing it if you do it BADLY?
Continental Airlines sent me a promotional e-mail today. Here’s the subject line:
continental.com Specials – Not that exciting.
At the top, underne…
