Prune away the dead wood of inactive profiles, and – most importantly – make sure you respect each individual’s privacy preferences by allowing self-removal through simple opt-out mechanisms. Keeping your profile database clear of this overgrowth will bring to light the personalities contained within. You don’t have to discard the inactive profiles; try isolating them and attempting to bring them back to life with special marketing tactics such as incentive programs.
On the flip side, an untended profile database will go the way of nature – into chaos – and will eventually become unmanageable. Software that helps you continually maintain your marketing profile database will help it to bear the fruits of increased loyalty and return on investment.
This is the second of two posts from Bill Landers providing key best practice and work-flow insights from his more than a decade of experience developing software platforms. In case you missed it, check out the first post.