welcome-and-activation

For the first few weeks a new contact belongs to nobody. Segmentation has nothing to cut them on yet, because there is no history; the RFM grid is empty for them for the same reason. The regular campaign does see them, and addresses them exactly as it addresses somebody who has been buying for years. Winback does not apply, because they never went anywhere.

That gap is where a contact is cheapest to lose and hardest to notice losing, because every report covering it is built on people who received something. The ones who arrived and got nothing are not in it.

This skill covers the gap and answers four questions that sit inside it: what the person was promised in exchange for the contact and when that promise is kept; what ends the series; how you get somebody to a first use of a product that is used before it is paid for; and what happens when the same person arrives a second time.

When to use this