Adding the "P" (Product Category) to RFM (1,079 words)

• To whom should the next campaign be mailed?

• How often should the customer list be mailed?

• Which segments should receive a second or a third catalog mailing during a season?

• Where do you draw the line in determining whether or not to mail?

Determining the optimum number of mailings to your customers is not always easy, even with RFM. Generally, catalogers tend to under-mail their customer list. But there is a right number of catalogs that customers will tolerate before complaining. Victoria's Secret mails its good customers weekly—sometimes more often—and customers complain that they get too many catalogs. There are several creative options in changing the look of your catalog when considering re-mailing within a season.