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Chapter 9 Customer relationship management
retention tool using an opt-in or
house list
of prospects and customers who have given per-
mission to an organisation to contact them. For example, Lastminute.com has built a house list
of over 10 million prospects and customers across Europe. Successful email marketers adopt a
strategic approach to email and develop a contact or touch strategy which plans the frequency
and content of email communications (as explained in Chapters 4 and 6). For customer reten-
tion, a house list is built where email is used to communicate to existing customers.
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