Know Your Objectives Before You Mail
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Phil Minix
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2. Don't mail so deeply to your housefile—mailing your worst recency, frequency, monetary (RFM) segments can be as costly as prospecting.
3. Increase the number of mailings to your best customers—mail another book at your best time of year to your top customers.
4. Cut back on high cost-per-customer acquisition methods: space ads, Internet banner ads, etc.
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