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Phil Minix
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Testing several offers and a simple message against a control offer is a good idea when beginning reactivation programs. You don’t want to give away more than necessary, and you must ensure the effort meets an acceptable profit (or loss) per customer.
Secondly, you might have a group of more recent 1X, six-to-12 month customers who have a low AOV, say, less than $30. They’re unprofitable, but they’ve responded lately, so they have indicated an affinity for your offering. In this case, increase their AOV or their frequency to make them more profitable. However, if the AOV is less than breakeven, improving their frequency won’t help.
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