Catalog Creative - The RFMP Way (2,685 words)

• Which customers receive what mailings?

• Which customers get an extra mailing each season?

• Who might be a candidate for a special, product-specific solo mailing?

• Who needs reactivation?

• Which customers need special offers to motivate them to action?

RFMP is but one technique that the left brainers use to help segment lists and generally improve mailing results from catalog to catalog. It is only one of many analytical techniques like LTV (lifetime value), cost to acquire a customer, break-even analysis, "squinch" (square inch analysis) and literally dozens of economic ratios used to measure the operational and financial health of a catalog.