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

Less = More
Autotarget’s RFM segmentation significantly reduced the number of Eastwood’s customers receiving e-mails. With revenue goals for each campaign, Kosciewicz didn’t believe a “skinnied-down” list would suffice. But the first test e-mail sent in January 2008 quelled those concerns. (See “Results.”)