How Leading Brands Develop Breakthrough Creative -- and How You Can Profit
ACKNOWLEDGE DONOR AND PROSPECT PREFERENCES
It’s also important to ask the donors and prospects what communications they would like to receive, and through what media. JC Penney developed e-mail versions for customers who like fashion vs. those who are interested in home decorating. The result? Because the e-mails were targeted and tailored, customers requested more communications with the company -- increasing revenues and the number of customers.
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