Customer flavors

Kevin Hillstrom draws some interesting boxes around his five flavors of customers. Since we do retention marketing, we at iPost almost exclusively focus on the brand-aware customer boxes (Kevin's "organic" and "begging" buyers).  It's a great place to be, since we leverage that opt-in permission to generate 40x - 50x ROI in the email channel for our clients.

But we can even do quite a bit better:  if you could place all your email subscribers at opposite ends of a organic / begging spectrum, you're able to:

• Stop discounting to the organic, brand-enthusiast customers (they're going to respond strongly anyway)
• Identify the at-risk "begging" customers and work to win them back with targeted  email outreach.

We do this now with our Autotarget behavioral analytics system.