Let Customer Preference Guide Marketing

A Forrester Research Inc. study from last year titled "Marketers: Stop the Abuse! Adopt Preference Management" explores the importance of knowing customer preference before building e-mail, direct mail, and telemarketing campaigns. Forrester researchers wonder how "80 percent of marketers can claim that customer preference is a key factor in determining which message is sent to customers when only a handful even ask how often customers would like to hear from them." The report shows that Only 33 percent of marketers capture customers' preferred method of message delivery. 29 percent capture the type of content that customers want to receive. 12 percent capture customers' preferred frequency for receiving marketing e-mails. 8 percent capture preference for receiving direct mail and telemarketing calls.

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