RFM Turned Upside Down

4. Try mailing alternative formats, such as letter-qualified pieces or catalogs with alternative content, such as “all new products,” to stimulate response from those originating or placing orders on your Web site.

John Lenser is president of LENSER, a San Rafael, Calif.-based catalog consulting firm. You can reach him at (415) 446-2500 or john.lenser@lenser.com.