Case Study: RFM Analysis Strengthens Eastwood's E-Mail Marketing Program

Results: Revenue via e-mail marketing has increased 20 percent, profits from e-mail are up 21 percent, e-mails viewed are up 65 percent and opt-out requests are down 14 percent — all while e-mail costs have been reduced by 25 percent.

When Peter Kosciewicz joined the Pottstown, Pa.-based Eastwood in 2003 as chief marketing officer, he quickly targeted e-mail for potential revenue growth.