August 09, 2010

Summer Segmentation: E-Mail Response

If you want to have some fun, create two variables in your database.
  1. Recency of click-through from an e-mail campaign.
  2. Recency of purchase after clicking through an e-mail campaign.
You'll find that those on your e-mail list that don't record activity in either variable in the past twelve months have very little value ... to the e-mail channel.

You'll find that those on your e-mail list that do record activity in either variable in the past twelve months have a different future trajectory than do other customers.

Show of hands ... how many of you have either variable actively coded on your database?

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