Take a look at the graph below. The blue line represents the probability of a customer buying next month by recency / given the fact the customer clicked through at least one email campaign in the past month. The green line represents the probability of a customer buying next month by recency / given the fact that the customer did not click through any email campaigns in the past month.
Which customer would you rather bet your career on? The customer who clicked through at least one email campaign last month, correct? The difference in response is staggering ... at all levels of recency. This one (1) attribute equalizes customers ... a customer with 40 months of recency becomes like a customer with 10 months of recency once the customer clicks through an email campaign. You'd want to know that, right? Oh, it matters!!
Append a QuickScore (click here) to your customer file and TAKE ACTION!!