Why worry about transitioning customers? Well, let's face it: E-marketing companies spend a significant amount of money acquiring new online leads and customers. They do it through multiple channels: search, list append, advertising, co-registration and list buys; yet once acquired, the value of these leads is not maximized.
Many leads are lost because of how they are treated. Channeled into a common database with all the company's other customers, they receive the same emails as everyone else on the company's list and are not given a sense that the company appreciates them. A more strategic program could both save money and convert leads into customers.
