Out of time
Most firms that I work with on database projects keep verified customers on their databases for too long - sometimes three or four years after they have last purchased. Given that these people might be receiving mail once every three weeks that is a lot of wasted mail.
You will have to judge exactly how and when you handle this matter, but basically you should set a time limit - after which you will remove the verified customer.
What you do with that customer is up to you. Some firms return the customer to the unverified list and leave them there to receive a promotion maybe once every six months. Others put them in a "Post Verified" file which receives a special "this is what you are missing" letter every three months for nine months, before abandoning the customer totally.
Systems are there to be changed - I do not say that you should stick with a system come what may. But by and large I find that in this area, many companies that have excellent database systems simply do not act consistently at this point.
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