Bring 'Em Back
In certain industries, adds Rubin, you might find you can go deep into the file, reaching even those deciles that score below average, because if you can get enough of these inactive customers to respond, the potential spend is large enough to validate the cost of marketing to them. Casinos are a prime example, says Rubin, because the potential spend of these inactive customers can be huge. A retailer, on the other hand, may choose to focus only on the top 20 percent of its inactive file.
"It's a balancing act of where you start losing money and where you're investing intelligently," Rubin explains.