Avis Budget Group enrolled tens of thousands of customers into its e-mail newsletter by having its call-center reps ask if customers would like to receive an e-mail confirmation of their car rental reservation. The transactional messages yielded an 87.1% open rate, and CTRs for permission for further e-mails ran as high as 61.6%.
Have a conversation with your customers about their lives, their interests, and how you can work with them to make their lives better and better.
How can you give them what they need, when they need it and reward them for their custom
Changes in consumer behaviour will likely mean you need to revisit your current customer segmentation strategy.
Let’s say customers in your top segment typically spend £500 a year; now assume that the economy forces these customers to cut back and spend only £400 a year. Those £400 spenders are still loyal customers – tightening their belts, but still worthy of VIP status.
Adjusting your parameters will be critical in order to avoid alienating your core customer base.