Ruf Strategic Solutions
It’s not always what you say. Sometimes it’s to whom you say it that matters most—at least that’s the experience of the direct marketing team at Wisconsin–based AIG Travel Guard, a leading travel insurance plan provider and part of the American International Group Inc. conglomerate. Charged with growing the company’s consumer direct business, the team had long sought to home in on prospects that fit the image of its typical customers: the “NPR [National Public Radio] crowd,” as Carol Mueller, AIG Travel Guard’s director of marketing communications, describes them.
By Lisa Yorgey Lester Reactivation models can maximize your efforts to woo lapsed customers. We've all heard the maxim that it costs more to acquire a new customer than it does to retain one. The same logic can be applied to winning back inactive or lapsed customers. The inactive portion of your customer file is low-hanging fruit ripe for the picking. However, not all inactive or lapsed customers are equal. There is little value in marketing to inactive customers who are not likely to respond. Based on the information you already have on your inactive customers within your database, however, a reactivation model can