Don’t pull back too much or you’ll regret it

By Steven Lett

Obviously, not all segments should be mailed. Your RFM results will tell you how deep to mail. Forty percent to 45 percent of your 12-month buyers will make a repeat purchase within the year, so mail them
more often.

6. E-Mail Campaigns, Appending
E-mail your customers on a regular basis — every week or more during your busy season. It’s an easy and cost-effective way to keep in touch. Coordinate your e-mail campaigns with your catalog mailings. Let e-mail blasts work between catalog drops.