Reactivation

Understanding customer behavior gives you insight to the processes people follow when making a buying decision. Ideally, the information you gain from data diving guides good marketing and management decisions. But, what if the data integrity is compromised by usability, processes, and policy? Does the information gained help or hurt the company? Target’s now famous [...]

Acquiring customers is hard. And, it is very expensive, with costs rising every day. Yet, many companies forget about new buyers as soon as they make their first purchase. They don't realize that the heavy lifting begins when shoppers make that first purchase. It's the only way to move people from hit-&-run shoppers to long-term loyal customers is to provide a level of care that consistently surprises them.

When customers stop buying, good marketers try to encourage them to come back with a strong reactivation campaign. The best ones include a combination of email and direct marketing. This email is wrong on so many levels the people responsible should be moved from the marketing department to shopping cart retrieval. The only thing they got right was my email address.

Somewhere, deep in your house file, are customers that are missing in action (MIA). Service and quality issues have alienated some. Others have simply gone quietly into the night. They left without complaint or fanfare. Emails are unanswered and catalogs are ignored.

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