Strategy: The Best Print Circ Strategy for 2009
A glass-half-full approach
7. Maximize your housefile. Add a mailing — i.e., consider adding a drop or two to certain buyer segments based on their RFM behavior. Reactivate “old” buyers. Don’t reduce your RFM. Do everything possible to leverage your strongest asset: your housefile.
If selecting dollar by list or average dollar, make normal selects, and then go back and select high life-to-date buyers that weren’t already selected. It’s difficult to overmail certain segments of
your housefile.
- Companies:
- Lett Direct Inc.
- People:
- Stephen R. Lett
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