Keep in touch marketing

Holding out in hope.

Holding out in hope.

Why does this insurance company keep writing to my home address? They were clearly told to go away. They used to insure the Woodruff car until it became clear that they were offering better rates to new customers. When this was pointed out to them, they failed to come back with a better offer.

So the next thing they heard from the Woodruff houeshold was “bye bye HDI”.

Yet they still keep writing. Why?

Well the answer is that this form of “keep in touch” marketing (KIT), sometimes makes sense. It costs less to re-recruit an ex-customer than find a totally new one.

Who knows, maybe at some point the angry customer gets even more angry with the new supplier. At which point they remember the old supplier and think “oh maybe they weren’t so bad after all”.

It’s a risky strategy. Potentially (as in my household), you make that angry customer even more angry (and these mail shots really are getting on my nerves). But all you need is one lost customer to change their mind and come back again, and KIT was the repair kit you were hoping for.

Alex Woodruff

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