From the course: Winning Back a Lost Customer

Unlock the full course today

Join today to access over 22,600 courses taught by industry experts or purchase this course individually.

Setting expectations for winning back lost customers

Setting expectations for winning back lost customers

From the course: Winning Back a Lost Customer

Start my 1-month free trial

Setting expectations for winning back lost customers

“

- Some companies have misguided expectations about winning back lost customers. One client, for example, came to me with a list of more than 3,000 lost customers, none of which had made a purchase in the previous 12 months. Most companies would consider this to be a dead list. In fact, most companies wouldn't spend any time at all following up with these customers. We, however, built a simple reactivation system and began running it against this list of lost customers. After three months, I was back in the client's office with both the marketing manager who was responsible for the campaign and the CEO of the company. The marketing manager said, "Noah, we've been running this campaign for two months, "and only 140 customers have come back." Now, I've never been particularly good at math, but I quickly knew that 140 out of 3000 represented about a 5% response rate in two months, so I asked a few off-topic questions about past marketing campaigns and how well they did. Typically, the…

Contents