Now that you know what your financial goals are for your new circulation campaign you need to choose the right names to mail to in order to meet those goals. We'll talk about how to determine the right combination of house file names vs. prospect names. Then we'll dig into detail on how to segment your house file, select and mix your prospect sources and strategies to improve results.
You'll learn:
- Ideas for segmenting by channel vs. standard RFM
- Considerations for house file modeling
- Co-ops vs. rental lists-what's the right balance