November 18, 2007

Emphasizing New Product In Modified RFM E-Mail Targeting

Here's another quirk. You have new product that you want to feature in your e-mail targeting strategy.

If the has never been sold, you probably cannot come up with a weighting score for this product. In this case, you make up manual rules for deciding who gets that version of the e-mail campaign.

But if the product has been available for a few months, you may get a decent weighting score. In these cases, you may need to artificially increase the weights, in order to allow enough customers to receive this version of the e-mail campaign (multiple versions on the same day, customer only receives one version on that day).

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Oh, It Adds Up

Let's look at an example. You have a winning item. It sold 50,000 units last year at an average of $30.00 each, for $1,500,000 in sales....