Email marketing professionals have been advised that those clients who are “big spenders” should be given extra attention when carrying out marketing campaigns.

According to industry professional Kevin Gibbons, to maximise the efficiency of email marketing campaigns it is important to give extra attention to those clients who will provide the greatest return on investment and to ensure these customers are always happy.

He commented: “Not only can this boost sales even further, but it lessens the likelihood of these customers being poached by another company that is prepared to go above and beyond to secure their business.”

Meanwhile, Chris Bibby, Virgin Media’s direct marketing and CRM director, recently told attendees of Marketing Week’s Customers Retention Summit that this practice is integral to a good marketing campaign and professionals should therefore view their clients as real people and not just a number or a target audience.

Related Topics: Email Marketing