So many database marketing programs fail. The key reason for the failure in most cases is that the customers didn't want what they were being offered. Too many marketers see customers as targets, not as friends. They adopt the language of warfare, and act like generals in the strategic bombing command. But if you cannot come up with programs that customers see as in their long run best interest, you will ultimately fail.
Airline miles work.
Because people like what they get with them. People like to be recognized. People like it when you use their name. You don't learn these things by studying a model. You learn them by thinking like a customer.