Focus on Service
"A fundamental mistake in database marketing is to focus on price instead of service," says Arthur Hughes in "2,239 Tested Secrets for Direct Marketing Success," by Denny Hatch and Don Jackson. "Database marketing is a very inefficient way to distribute coupons or discounts. Mass marketing is in place for that. Once you have acquired a customer, concentrate on personal, helpful service and forget price. Your goal is to keep customers for a lifetime."