Circulation: RFM Optimization Still a Successful Segmentation Tool

During the same session, Tim Burns, product manager for the Edmund Scientific catalog, reeled off several buyer file enhancement pointers:
*Regarding buyer file enhancement: For ever RFM segment, create both a unique and multi-buyer key code.
*Mailing the multi-buyer cells among older, lower frequency, lower average order buyers is an excellent reactivation tactic. “It’s a good technique to find additional names to mail and reactivate,” he said.
*Multi-buyer names perform, on average, 15 percent to 35 percent better than unique names.
*Depending on your niche, you may consider mailing old address and non-zip-plus-four addresses.
*Outside of merge, Burns recommended the following: proprietary list hygiene products, such those that identify seasonal residents; co-op database reactivation and optimization models; and zip modeling.