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

Multichannel Crossover
Autotarget’s RFM analysis encompasses all channels Eastwood markets in, including catalog. For example, it accounts for customers who were reminded they had a catalog when they got an e-mail, flipped to the catalog and called to place their orders.

As Craig Kerr, iPost’s vice president of marketing explains, Autotarget helps e-mail marketers when they’re using RFM analysis because offline teams use it anyway. “They can demonstrate the halo effect from using e-mail — what it does for purchases in other channels.”