Alexandra Singer

Segmenting Beyond RFM

| Alexandra Singer

Catalogers need to identify and then segment meaningful factors on their house files. Doing this will help you decide how deep into a buyer file to mail, which catalog covers to use, and how much to mail a contact during a season.

Custom Response Models Are Worth Testing

| Alexandra Singer

Do you find yourself frustrated by diminishing response in your core co-op prospect models? Many of the co-operative databases offer custom response models to mailers who are seeing declining or inconsistent performance in their standby selections. These models are worth testing, and they are available at no additional cost.