Prospecting: Improve Customer Lifetime Value

¥ Learn your best lists’ usages, and apply what you find. “How do your best lists compare with selects on potential new lists?” asked Trollinger. You may find untapped pockets in lists you might not consider otherwise, he said.

¥ Look at 13- to 24-month segments on well-performing lists. “Just because these customers haven’t ordered from that book in 13 to 24 months, doesn’t mean they won’t buy from you,” said Trollinger.