[Re: Loose Cannon: RFM and E-Mail Make for Strange
Barfellows, DIRECT Newsline, February 3, 2003]:
Since I’m an oldster starting a new business – and since I missed the original article – I may be talking through my hat. Wish I had some Kentucky Bourbon.
Bottom line – the medium is not what should dictate the use of RFM. If an in-house list is used to make contact, then there should be data (database) on the relationship somewhere and if there is… RFM should be integral to the ongoing communication.
The medium