A client asked me today when does old-style direct mail turn into relationship marketing? I said…
- When it’s about the whole relationship—web, emarketing, mail and human channels—and all of these know the customer equally well.
- When all of these channels are enabled to deliver offers and services that demonstrate that customer knowledge.
- When the focus is on the customer’s lifetime value, with measurement to match, rather than making a single product sale in a silo.
- When the lines between service, marketing and sales are seamless and invisible to the customer.