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

The findings prompted Eastwood to send daily e-mails to its best customers. And with a better reputation score, it sent re-engagement campaigns to lapsed customers without having to worry if it would be blacklisted.

“Even if less than 1 percent of your list re-engage, that pays for the whole effort because of how inexpensive e-mail is,” notes iPost’s Vice President of Sales Stephen Webster.