How to Use Predictive Analysis to Make Email Marketing Even More Profitable

by Arthur Middleton Hughes

Predictive analysis has a long and profitable history with direct mail. Millions of dollars have been saved by focusing on those customers most likely to buy—and not mailing to those who are unlikely to be interested. Email marketing is a different story. Emails are so cheap to send that the attitude has been "Mail 'em all. It costs peanuts to blast the entire list." Accordingly, predictive-modeling analysts have been shut out of most email-marketing operations. That is beginning to change. Here's why. ... cont'd

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