Set your customer win-back objective, and define your target audience

Start by setting an achievable goal.
For example, what percentage of former clients would you ideally hope to win back?
Now define the audience that you plan to target. This will help you to decide where to focus your time and budget.
Ask yourself, do all ex-clients have the same value? Is a particular client segment more valuable to you?

How should you segment your audience to maximise campaign efficiency? For example:
- By customer profile?
- By niche?
- Or maybe by the type of policies they previously had with you
Which of these have the characteristics of your most profitable customers?

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