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Paul Miller
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2. Dealing with customer attrition. First year attrition is usually 30 percent to 55 percent (the percentage of customers who don’t make a second purchase). How do you get this number down? Mail more often, offer better deals, Harding told the audience. Why is this so important? Because a five percent reduction in annual attrition increases average lifetime value by 25 to 35 percent. This is a crucial way to define success with any customer mailing program, he said.
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