Start with your own customer relationship
Retention work begins with the business’s existing audience and current contact preferences. State why the person should hear from your business now: a requested product update, an upcoming event or a relevant service enquiry.
Segment by the contact purpose
Define the audience using the relationship and permission relevant to the campaign. The public brief should describe requirements without exposing customer records or private financial histories.
Keep the response and preference handling together
Specify the receiving team, response channel and treatment of opt-outs. A campaign should not reintroduce contacts whose current preferences exclude the proposed communication.
Set a clear commercial target
The planning rate is $1 per enquiry, with quantities from 600 to 10,000,000. Agree what counts as an accepted retention enquiry and which delivery and follow-up responsibilities belong to each team.