Multichannel Marketing: Tamke Offers Array of Marketing Tips for Rookies

* Fixed overhead = 5 percent to 10 percent of net sales.

5. Grow your customer file. Tamke recommended expanding your lists to include seven- to 12-month buyers; mail omit prior usage (OPU) names in season; selective in-season re-mails on your best lists; and segmentation (RFM, product/gender selects, ZIP code modeling, custom selects where available and seasonality).