Be funny if there’s another 7% at the other end of the 83% majority who decide never to shop there again, due to excessive emails, and a competitor gets 77K extra sales
but then it’s only the visible numbers that count.
in my old company, they probably would have spend 78K on management consultants looking at ways of getting 77K extra in absolute sales.
I’m good friends with the guys at FSX (including their marketing director who is frighteningly on the ball with this kind of thing) and believe me, it works for them.
I also know in my own workplace that it has generated sales revenue uplift.
End of the day if you claw back a percentage of “lost” customers that’s a bonus, the unrecovered “lost” were never yours anyway, and there’s a good argument that if a customer is so angered by a reengagement email (possibly incentivised as well) that they vow “I will never shop with you again”, they were probably not a desirable target customer anyway once you factor in human cost of dealing with their emails/complaints/social media etc etc.