How to Use E-Mail in a Down Market

Talk the Right Talk
Finally, this down market is a perfect time to establish e-mail marketing as a key strategic player in your company. Boost C-level awareness of the role it can play in driving profits across channels. A full ROI analysis frames issues in the same language that senior executives speak, and will demonstrate that rather than cannibalizing the catalog channel, you’re improving the company’s bottom line. RFM analysis, on the other hand, helps communication with the traditional catalog marketing team, which likely already use RFM segmentation. This reinforces the notion that e-mail marketing deserves to be taken seriously by senior management.