One byproduct of successful DRTV is a lot of data. You might have spreadsheets of information on such identifiers as online vs. phone buyers, single-item vs. multiple-item buyers, upsell buyers, male vs.
female buyers, purchase frequency, and much more.
Are you mining this data effectively? Are you using email and/or direct mail to sell more products to buyers based on segmenting your database? Do you have an auto-ship program in place for consumables?
If your answer is “No” to these critical questions, you’re probably leaving money on the table. It’s time to develop a program to maximize revenue from existing inquirers and buyers.
*Pursway, in DM News, August 2014
Irv Brechner is executive vice president of acquirgy and creator of its Customer Acquisition IntelCenter. Note: This STATWatch article also appears in Electronic Retailer magazine's November issue.