customer who has not made any additional purchases within a specified period of time, usually a year. Former buyers are generally better prospects for additional sales than nonbuyers because they have already shown a willingness and ability to buy. However, lists of former direct-mail buyers decline in value over time because many of the customers will have moved to a new address.
customer who has not made any additional purchases within a specified period of time, usually a year. Former buyers are generally better prospects for additional sales than nonbuyers because they have already shown a willingness and ability to buy However, lists of former direct-mail buyers decline in value over time because many of the customers will have moved to a new address. These lists are usually maintained no longer than two to three years. Lists of former buyers at business addresses also lose validity over time because individuals change jobs or move to different companies.
