Inviolable List Principles
10 list-selection strategies from direct marketing pros.
6. The RFM theory can’t be used in list selection for outside lists. This theory is applicable to a cataloger’s customer file only. In list selection, “recency” is when the customer came on. “Frequency” is defined on list rental fields as multiple buyers. And “monetary value” is the unit of sale.
Paul Goldberg,
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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