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them. We can say with some con dence that email names, with permission, are worth at least $15 to $20 each to any company. To my knowledge, no company has done this analysis and therefore knows, with any kind of precision, what emails are worth to it. What does that number tell you in terms of marketing strategy You must collect email names and get permission to use them. How do you do that By every means at your disposal: Telemarketers must be compensated for capturing these names. Every form should be revised to include a space for email names. Don t wait for the forms to run out. Junk them and print new ones. Run contests in which, in order to enter, customers must go on the Web to a microsite and enter an email name and provide permission to use it. Be creative. You gain $10 per year for every email name captured. Lenscrafters gives $10 for each email name provided by customers. We are in a new millennium, folks, and the rules of the game have changed. Like the invention of catalogs, direct mail, radio, or TV, this new phenomenon, email, has fundamentally changed the nature of marketing, and we must change with it.

The best networks, selected on the basis of the shrinkage-corrected correlations, are then tested using the actual entry model, together with the standard exit, on both in- and out-of-sample data and across all markets Because shrinkage results from curve-fitting, excessively curve-fit networks should have very poor shrinkagecorrected correlations The large number of facts in the fact set (88,092) should help reduce the extent of undesirable curve-fitting for moderately sized networks Code for the Reverse Slow %K Model.

Table 14-7 reports on performance broken down by market for the best exit strategy discovered in these tests, i.e., the one that used the MEMA stop and the shrinking profit target and in which the time limit was extended to 30 days. Both in- and out-of-sample results are presented, and consistency between the two can

1. Now that you have read this chapter, go to the Web site www.dbmarketing.com and download all the tables in this chapter. (Incidentally, when you do this, you will be asked to give your email name to the Database Marketing Institute. How s that for email name capture ) Using these tables, gure out how much your company can make by using email more effectively. Determine the value to your company of an email name. 2. Develop an action plan to capture more email names. Get a budget for it and sell it within your company. Establish your schedule and determine when you will get the names.

he human body has two major detoxification systems for the elimination of damaging toxins, xenobiotic detoxification and antioxidant detoxification. Since my early years as a cancer and nutrition researcher, I have been fascinated by the crucial role of these systems in preventing cancer and other degenerative diseases. All of us are exposed daily to health-threatening substances that increasingly permeate our air, food, and water. Why is it then that some people with clearly unhealthy lifestyles such as smokers can maintain health while others with healthier lifestyles such as nonsmokers develop cancer There are many variables in each person s life that impact his or her health, but this question is best answered by taking a look at the body s ability to detoxify potential cancer-causing agents and other harmful substances.

Portfolio Performance as a Function of the Initial Profit Target Limit Setting and the Shrinkage Coefficient When the Trade Limit Is Increased to 30 Days

3. With the names in hand, develop programs that will use these names effectively to build sales and your retention rate.

be seen. In both samples, profits for the NYFE occurred on the long side, but not on the short. Substantial profits occurred in both samples for Feeder Cattle-for long and short positions in-sample, but only for short positions out-of-sample. Live Hogs were profitable in both samples for both long and short positions. The Deutschemark and Japanese Yen showed profits in-sample on the long side, but had overall losses out-of-sample. The only exception was a small profit in the Japanese Yen on the short side, but it was not enough to overcome the losses on the long side. Lumber was strongly profitable on the long side in-sample, but only

Using test and control groups for all database marketing initiatives Determining the value of your email names Determining customers lifetime value and using it to evaluate your marketing strategy Capturing customers email names with permission to use them Viral marketing Retention marketing Emailing last-minute specials Emailing follow-up messages Emailing newsletters

TABLE 14-7

Failing to capture customers email names and use them in your marketing program Using database marketing for packaged goods, with some exceptions Paying more than half the LTV to acquire a rented name Starting any dot com without rst computing the value of the email names to be acquired Thinking that email response rates will be as high as direct-mail response rates Failing to use control groups with any database marketing program