• MediaPost Publications Organization Influence on Email Marketing Effectiveness 01/05/2011

  Strategically, email plays an important role in achieving a wide range of marketing objectives. Tactically, email appears to have unlimited potential especially when integrated with emerging marketing channels like social media. As a mature tactic, performance improvements are no longer measured in quantum leaps but in incremental steps. But when multiple improvement tactics are combined, performance is accelerated.

  tags: study blog strategy

• Is RFM segmentation relevant for email marketers? | Econsultancy

  RFM (Recency, Frequency, Monetary value) segmentation is one of the most tried and tested methods of segmentation used in direct marketing. It is based on the presumption that someone’s future actions are best predicted by their past ones.

  So how can this popular method of segmentation be used in today’s data rich world, can it help answer the 64 million dollar question in email marketing: who do I send what to and when do I send it?

  tags: rfm segmentation blog

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