Strategy: The Best Mailing Practice for Web-Only Buyers
Don’t assume they’ll toss out print catalogs; the opposite may be true
When you look at your source code report, it may appear that your Web-only buyers don’t perform well. Therefore, it’s logical to assume these buyers shouldn’t be mailed catalogs, or at least shouldn’t be mailed as often as catalog buyers who fall within the same RFM housefile segments. But, is this really the case?
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