Managing the Flood of Web Buyers, Part 4
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Jim Coogan
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Next, test the incremental sales and profitability of mailing Web buyers once or twice during a season. Web buyers often can be mailed profitably if they’re mailed less frequently than you would mail traditional catalog buyers with the same RFM characteristics.
Try the following:
* Take a buyer file segment of Web buyers with at least 10,000 names;
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Jim Coogan
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