How to Hook and Keep Gold Customers

John Lenser, president of Lenser, a San Rafael, Calif.-based catalog consultancy, and list brokerage and management firm, says ideal customers may include those with the following characteristics:

1.Those who come onto your housefile after qualifying to get a prospect catalog. “Usually those mailed will have a higher value because they were mailed in the first place,” says Lenser. “Perhaps they had made significant direct purchases from a competitor or have model characteristics similar to your best customers.”
2. They came from a prospect list that in the past has delivered high-LTV customers to you.
3. They responded to a full price offer.
4. They joined your loyalty club or program.
5. They are the gender of most of your customers.
6. Their initial orders were more than your AOV, either in dollar value or number of units ordered, Lenser continues.
7. They were not holiday-only buyers, but ordered even in your off season.
8. They did not pay by check, Lenser continues.
9. They did not order just one item.