Eckler’s Approach to 3-Year Planning Puts Customer Data, History to Work

Gaines shared her three-year planning process at Eckler, which focuses on putting customer data to work when putting such plans together. Specifically, it focuses on the following:

* housefile health;
* segmentation;
* prospecting; and
* acquisition.

In examining your housefile, determine how deeply you’ll profitably mail your file, Gaines said, and which of your requesters and prospects have the greatest propensity to respond to your offers. To get to this point, it’s best to know who your buyers, requesters and prospects are and how they respond to your offers.