Many direct marketers build sophisticated RFM(PC) segments or sophisticated models for their buyers, but essentially ignore their non-buyers. Non-buyers can be acquired in a variety of ways, including through catalog requests, web registrations, gift recipients, abandoned calls, etc. Many marketers may direct an initial campaign or two to this group of non-buyers, but then forget about them.
There are ways to find the best potential non-buyers! Data available for these non-buyers may include:
- Non-Buyer transaction data – recency, channel, source of non-buyer event (catalog request, ship-to, giftee, abandoned call, web registration)
- Customer data – email opt in/out, region, web registrant, etc.
- Web visit data – # of visits, # of pages by category, visit recency
- Email send/open/click data – # of opens, # of clicks by time period
- Co-op data – # and amount of purchasing elsewhere, by channel and product category
- Demographic data – age, income, children, etc.
- Social media – hits on Facebook, Twitter
We recently built Non-Buyer response and sales models for a client, combining them into a sales/customer model, and results were as follows:
A variety of data sources were used to uncover some very good names within this non-buyer pool, at a performance index over 4.5 times the average. A significant number of Non-Buyers now qualify to receive future marketing campaigns. Conversely, we were able to find very poor names as well, with a performance index just 0.06 of the average, to suppress from further marketing campaigns.
So consider what data you have, and pay attention to those Non-Buyers!