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

Eastwood’s e-mail service provider at the time was too small to support Kosciewicz’s vision. And deliverability problems plagued the company. So he led Eastwood on a search for a new vendor, settling on iPost later that year.

In January 2008, Eastwood began using iPost’s Autotarget, a tool designed to provide segmented RFM analysis on a daily basis. Prior to Autotarget, Eastwood’s e-mail strategy consisted of generic batch-and-blast e-mails to its entire housefile of 200,000 names. This led to a poor sender reputation score. Autotarget enables Eastwood to identify customers who are most engaged with its brand and, therefore, most likely to respond.