The second segment includes contacts with a moderate risk of churn.
They are not yet close to churning, but they are no longer showing strong signs that they will make another purchase. At this stage, it is generally more effective to strengthen the relationship rather than immediately offering commercial incentives.
You can focus on:
- Useful, personalized content.
- Loyalty and gamification programs.
- The frequency and channel of your communications.
- Testing different content, subject lines, or value propositions.