Circulation: RFM Optimization Still a Successful Segmentation Tool

About the use of merge/purge, Lenser noted the importance of isolating and differentiating good list segments from the bad. He suggested the folllowing:
*Create meaningful multi-groups.
*Evaluate multi-groups, not just lists.
*Use co-op databases to optimize unique names.
*Mail great names repeatedly.
*Pitch the losers. “The only thing that makes your list better,” he noted about under-performing names, “is isolating the names you don’t mail.”