Many companies that sell clothes over the Internet will send e-mail messages or an e-mail newsletter to customers who are interested in keeping up with the latest fashion news. This strategy is most successful if it is based on:
A) lifetime value and customer cluster analysis
B) data mining
C) customer profile information the customer has provided to the company
D) customer profile information obtained through cookies

Question

Quizplus · Accepted Answer

The strategy of sending e-mail messages or an e-mail newsletter to customers who are interested in keeping up with the latest fashion news is based on collecting customer profile information that the customer has provided to the company. This allows the company to tailor their communication to the specific interests of the customer and increase the chances of a successful conversion. Data mining (B) and customer cluster analysis (A) may be used in conjunction to create customer profiles, but the act of sending targeted e-mails is based on the information provided by the customer. The use of cookies (D) may be seen as invasive and can negatively impact customer trust, which is not beneficial for a successful e-mail marketing campaign.

Many Companies That Sell Clothes Over the Internet Will Send