Michael Seaton

To be more relevant in your direct marketing communications, consider what's important to your customers, not just your P&L sheet. Michael Seaton, director of e-marketing at the Canadian financial services firm Scotiabank, has found that his company's most successful messaging is based on event-driven efforts, such as when a customer is about to pay off an auto loan. The second most predictive element is seasonality of offers based on historical response patterns. —Hallie Mummert, editor in chief, Target Marketing and Inside Direct Mail

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