Strategic Database Marketing 4th edition
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The Masterplan for Starting and Managing a Profitable, Customer-Based Marketing Program

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Step-by-Step Customer Segmentation for Personalized Marketing

January, 2013, By Pini Yakuel, CEO of Optimove

In the old days, companies sent the same marketing campaigns to all of their customers. Later, marketers began to understand that even simple grouping of their customers allowed them to run more relevant, effective and profitable campaigns. More recently, sophisticated marketers and retention experts – particularly in Internet companies – have discovered that applying the latest technologies to this challenge delivers far more targeted (and profitable) campaigns.


Subscriber LTV & Acquisition Speech to E-mail Insider Summit May 3, 2011    
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Arthur Middleton Hughes founded the Institute in 1993. His books, software, seminars and published articles have enriched the e-mail and database marketing profession throughout the world.
How emails increase persistence

May 23, 2012, By Arthur Hughes

I worked with a large membership organization (numbers changed to preserve confidentiality) where I learned about an aspect of email marketing that I had not encountered before. This company has about one million members who pay an annual membership fee of about $500 per year. The members receive direct mail once a month, offering them many different products. In addition about one third of them also are signed up for emails – receiving about three emails per month..... READ FULL ARTICLE


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Double your direct mail response rate using a free download of RFM for Windows 4.5. Includes sorting, graphing, import & export to Excel
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