Richard N. Tooker

The conventional direct marketing wisdom has always been that it costs seven times as much to find and convert a prospect to a customer than it costs to retain a customer you already have. That specific number might not be accurate for some industries, but the basic concept crosses all business models.

In order to clone your best customers, you must understand their attributes. Concentrate on their behavior and use profiles or models if necessary. -Richard N. Tooker, senior VP, database/interactive marketing, DMW (a direct marketing agency)

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