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

The test consisted of a single product offer at a discount. “Typically, we would’ve sent that deal to our entire list,” Kosciewicz says. “Autotarget narrowed the list to under 70,000. Sure enough, the results were really good. We hit our revenue target on a much smaller list by identifying customers who were engaged and most likely to respond.”