5 Ways to Win Back Lapsed Customers With Email

Author:

Jim Wehmann

Source:

In any direct marketing business, it's a foundational problem when previous buyers stop engaging with the retailer or brand. Sometimes referred to as the "leaky bucket" problem in direct marketing, customer attrition impacts all areas of the business. It impairs the overall value of the housefile, for example, and puts added pressure on customer acquisition. Lapsed customers for email programs are no different.

Here are five strategies for engaging and reactivating lapsed customers:

1. Define lapsed customers. One mistake email marketers often make is not creating rules that define lapsed customers. You don't just want to let attrition happen without recognizing and dealing with it quickly. Different businesses have different definitions. Even within a business ...
 
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