"What works?" is a difficult Q to answer
It’s (always) a good time to double down on customer retention. The trouble is, while the ROI is evidently high, it’s sometimes hard to figure whether you’re doing the best you could. The question that comes up often is – what kinds of campaign mechanics are doing well . What should we do more of? What should we do less of? And this, I’ve often found, is not an easy question to answer. Here’s why: Fearlessly Try Stuff If you really want to figure what works, you need to have tried a whole lot of things and monitored them for a while. Does reaching out to small sets of customers with targeted messages work better than mass outreach with offers? Can’t say till you’ve tried (no it’s never as straightforward as “Yes, targeted works better!”). Does personalization actually help? Does sending on Friday work better than on Wednesdays? Does a 50% Off work better that BOGO? Many organizations just haven’t tried enough to be able to get good insights so the point is - kee...