When I was in college, I studied science and spent many hours working in labs. The experiments I conducted were full of calculations of one form or another, so formulas were often on my mind. Among them were Newton’s three laws of motion.

You know the laws—they end with “for every action there is an equal and opposite reaction.” Well, years later, after I entered the world of loyalty marketing, I saw how this law applied to the customer experience: if a company sends a lot of irrelevant messages to a....

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