Direct mail expenses keep increasing each year. It’s crucial that your catalogs reach the right audience and generate profitable revenue. One of the most effective ways to do this is through strategic segmentation. Catalog segmentation involves grouping your customer database into distinct segments based on relevant variables. By dividing your file into these distinct groups, you can tailor your direct… read more →
A few years ago, we consulted with a new catalog client that mailed up to 250,000 catalogs several times a year. During the on-boarding process, we learned that they were not using RFM (recency, frequency, monetary) to segment their catalog mail file. Unfortunately, this practice made it impossible to evaluate results. In order to manage their contact strategy and optimize… read more →
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