And remember that it’s just a part of a bigger program. You MUST have coordination with your direct mail, mass media presence, and it would be a darned good idea if you start using alternative media, too.

Yes, targeted and relevant messaging is essential and yes, the transaction document is the most reliable way to have a conversation with the customer. I believe in it, but I worry that too many people interpret it as “Quick, put an ad on the bill and we’ll make more money!” And that just isn’t true!

I think 1:10,000 and 1:50,000 are incredibly effective ways to communicate and are less invasive than 1:1. I think they are somewhat easier to achieve and manage, too. Color me a radical!