Effective Customer-contact Strategies

To determine your optimal contacts, test. An effective contact-strategy test takes time and effort; start now, and plan to track your results. You need at least a year and several data segments of 5,000 to 10,000 names each.

For example, if you’re currently mailing a book every eight weeks, you’ll need a segment to mail every five or six weeks, and another every 10 weeks. Create test segments in each of your major RFM (recency, frequency, monetary) categories so you can determine if there are different optimal numbers of contacts for different segments.