Strategy: Cost-Cutting, Revenue-Building Checklists ’09
Don’t cut recklessly; it’ll cost you
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Obviously, not all segments should be mailed. Your RFM results will let you know how deep to mail. Leveraging your own database can have positive results.
3. E-mail append program. Append e-mail addresses to your customer file when the e-mail address is unknown. This costs about 20 cents per e-mail address delivered to you. It’s a cost-effective way to increase the number of e-mail addresses you market to regularly.
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