Direct Mail: Finding Lift in Your Data
• What are your target customer profiles? Are you going after your usual suspects, or looking carefully at customer spending patterns? Can you identify your top spenders and your non-spenders? Start with three segments: 1) customers who do not spend regularly or in high enough dollar amounts, 2) customers who spend regularly and in high dollar amounts, and 3) everyone else.
- Companies:
- Eastman Kodak Co.
Pat McGrew, M-EDP, CMP is the Director and Evangelist for the Production Workflow Service at InfoTrends. As an analyst and industry educator, McGrew works with InfoTrends customers and its clients to promote workflow effectiveness. She also has a background in data-driven customer communication, and production printing with offset, inkjet, and toner. Co-author of eight industry books, editor of "A Guide to the Electronic Document Body of Knowledge," and regular writer in the industry trade press, McGrew won the 2014 #GirlsWhoPrint Girlie Award for her dedication to education and communication in the industry, and the 2016 Brian Platte Lifetime Achievement Award from Xplor International. Find Pat on Twitter as @PatMcGrew and LinkedIn.