Inviolable List Principles
10 list-selection strategies from direct marketing pros.
In studies, these last three elements (RFM for recency, frequency, monetary value) controlled 90 percent of the reasons why customers repeat at a certain sales volume. The weighing of these factors in the total value of 90 percent of all factors was broadly:
- frequency: 50 (of that 90 percent)
- recency: 35
- monetary: 15.
Denny Hatch is the author of six books on marketing and four novels, and is a direct marketing writer, designer and consultant. His latest book is “Write Everything Right!” Visit him at dennyhatch.com.
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