Market to Me.

I'm a single gal with no kids who has never visited Disneyland.

So why do they market to me? It's annoying.

I'm not their target--which they would know if they had studied my behavior and patterns--and never will be. They are wasting their money on prospecting me. I throw away and delete their stuff without ever opening it.

CVS, however, markets very smartly to me.

Every time I scan my CVS card, data about my purchasing habits is collected. They then use that data to email or mail me coupons of interest about products I am a good candidate for. Most recently, it was a topical analgesic.

I appreciate their slice-and-dice efforts. I always read what they send me because they have demonstrated they know who I am.

All customers are not alike. One size doesn't fit all. Ask yourself if you are using your data and marketing in the best way to solidify relationships with your current clients and win new ones.

If you aren't, make a change.

We'll all be better for it.