Customer Retention: Keep ’Em And Hold ’Em

Once you decide to reactivate a certain segment, you’ll probably need some kind of incentive, Valentino says. Sometimes, however, that incentive can be remarkably inexpensive. “Although it’s somewhat clichéd, a ‘We miss your business’ message can be quite effective,” she points out.

As for the popular, “This could be your last catalog” message, although she considers it a loud-and-clear signal, Valentino feels it’s overused by the industry. An additional message helps. For instance, home décor and gifts cataloger Collections Etc. uses a “last catalog” message as well as an, “Everything in this catalog is $14.95 or less” message.