Steve Trollinger, executive vice president of J.Schmid & Assoc. spoke at a session called, "If You Get Them, Keep Them: Retaining Customers with Better Contact Strategies."
(Coverage of the ACCM conference continues at WebProNews Videos. Keep an eye on WebProNews for more notes and videos from the event this week.)
The most valuable asset you have is your customer list, not your brand. Once you have customers the goal is to retain, reactive and move up the ladder.
Trollinger said analysis is important when it comes to mail frequency by segment and overall drop level response. Most catalogers do not mail their customers enough.
To build your customer base contact customers more often and have a first time buyer strategy, along with reactivation customers who have been inactive. Put all your numbers into a master plan.
Use a contact chart so you have a visual display of how and when customers will be contacted. Combine all customer points into one reference document so you have an integrated view of the customer communication experience.
When it comes to executing your plan Trollinger said, "The big thing is if you plan it, do it." He also said to do a post campaign analysis.
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