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Chapter 8  Digital marketing

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Value. The  higher-  value customers (indicated by higher average order value and 

higher modelled customer lifetime values) will often warrant separate communications 

with different offers. Sometimes digital channels are not the best approach for these 

customers  – relationship managers will want direct contact with their most valuable 

customers, while digital channels are used to communicate more  cost-  effectively with 

 lower-  value customers. It is also worth considering reducing the frequency of emails to 

this audience.