Who do you imagine responding to your offer? A great way to start is by studying your current customers. New customers will likely be similar to the people who currently do business with you. Identify your best customers: Look at your own records—sales slips, invoices, delivery information. These tell you who your customers are, what they buy, how often they shop and how much they spend. Look for the people who bought from you most recently, most often and who spent the most money. This is called RFM: recency, frequency and monetary value. Understand your model customer: Find out what...
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Recalibrating Your Digital Messaging Infrastructure, Part 1
October 28, 2010
From eM+C Daily
As the velocity of messages and variety of choices increase, customers’ attention spans shrink — as does their patience to view and digest marketing messages. This translates into an ever-narrowing window of opportunity for marketers and a need for marketing messages to be spot-on in terms of reaching the right customer with the right message at the right time and place.