Here’s a great article from MarketingProfs with some reminders about engaging your audience, and building customer profiles and relationships.

We appreciated the tips on being strategic about the information you gather from customers.  In short – don’t ask for information you’re not going to use.  Only ask about birthdays if you plan on sending a birthday message; don’t ask for merchandise preferences unless you plan to create preference-based campaigns.  

Focus on collecting information that can help you engage your customers with relevant, targeted messages.