You’ve Got Homework!

The second stage of classifying Web buyers is to differentiate Web buyers in your matchbacks between catalog-driven Web buyers (who will respond like traditional call-center buyers) and pure Web buyers who don’t match against your mail files.

Flag those nonmatching Web buyers in your matchback as pure Web buyers by default, and you’ll be able to measure their response to future mailings. Why is it so important to flag Web buyers? They may respond at one-half to one-tenth the response rate of traditional catalog buyers with the same RFM.