You may find it great that there are fifteen-hundred partners from whom you've gotten free stuff that you can pass on to customers when they meet the massive requirements for their redemption... but who cares?

Customers receive the glossy packages that they figure you spent a fortune on printing, start reading them, and almost immediately hit information overload. Their eyes roll into the back of their heads before it's all deciphered, and program materials are tossed aside to be read another day—which never comes.

Instead... think "pearl" theory. Pick out one great pearl of an offer... something really special that you can do for a customer you treasure, and let them know what it is. Then deliver it. Customers will remember that and act on it, because it's simple and memorable.

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