Kurt Ruf

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