REACTIVAT R HOP! Air France generated incremental sales by reactivating former customers who were no longer reachable by email. 1 THE CHALLENGE HOP! airlines, an Air France subsidiary, operates short- and medium-haul flights in France and Europe. The Air France database contains 3 million e-mail addresses; however, only two thirds are reachable and 68% of addresses can be classified as inacti ve. These inactive addresses present a genuine

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