Segmentation Strategies That Work

But are you getting the most out of what you’re putting into it? As you consider the wealth of information you now maintain on each customer, have you taken the necessary steps to leverage all available data elements to optimize your customer mailing selects?

It’s common practice for catalog marketers to stick to a single “tried-and-true” housefile selection scheme, usually based on recency, frequency and monetary (RFM) criteria. While some tweaking may occur periodically, select criteria essentially stay the same in time and across all campaigns.