Generating incremental revenue from a lapsed customer file
EDMMEDIA was approached by a client who wanted to generate revenue from the rental of their lapsed customers but had found the file failed to perform and therefore failed to sell on the list rental market.
EDMMEDIA took the file and indentified the multi buyers. EDMMEDIA took these records and matched them against external files of active mail order buyers. The remaining data was run against a variety of hygiene files to ensure that recent goneaways and deceased records were removed.
Our client put the file back onto the market. Although the volume was much lower, the data performed and this resulted in our client generating substantial revenue.
The icing on the cake was that our client started to use the file for their own lapsed mailings. Historically, they would not have mailed any of their data that was more than 24 months old but this enhanced file of lapsed customers, outperformed every other list that they used.rating incremental revenue from a lapsed customer file
EDMMEDIA was approached by a client who wanted to generate revenue from the rental of their lapsed customers but had found the file failed to perform and therefore failed to sell on the list rental market.
EDMMEDIA took the file and indentified the multi buyers. EDMMEDIA took these records and matched them against external files of active mail order buyers. The remaining data was run against a variety of hygiene files to ensure that recent goneaways and deceased records were removed.
Our client put the file back onto the market. Although the volume was much lower, the data performed and this resulted in our client generating substantial revenue.
The icing on the cake was that our client started to use the file for their own lapsed mailings. Historically, they would not have mailed any of their data that was more than 24 months old but this enhanced file of lapsed customers, outperformed every other list that they used.rating incremental revenue from a lapsed customer file
