Are you effectively using previously extracted lists in your marketing campaigns? You may want to deliberately include or exclude consumers in previously extracted lists for a myriad of reasons. Examples include multi-channel marketing, reducing fatigue, testing certain segments, and re-marketing to consumer segments that show a high-propensity to respond.

Previous list usage and application can be a powerful tool for marketers. Accurate tracking and usage of promotion history in your marketing database serves as the basis for previous list inclusion or exclusion. Ideally, you would be able to include or exclude previously extracted lists at the unique individual, household, address, email, and phone number levels, even if the previous list extract level differs from the original list extract level (e.g., originally extracted list was at the unique household level and now you are applying it at the unique email level). Effective promotion history management in your marketing database is the place to start!

In future One-Minute-Briefs, Dovetail will continue to provide quick hitting thoughts and insights to help you get the most from your marketing database. To learn more about Dovetail, visit us at www.dovetaildatabase.com.