A recession can be a time of opportunity. Here are five proven tactics for smart companies to not only survive but prosper: rebalance acquisition vs. retention spending; market to customers with the best growth potential, not necessarily the biggest spenders; systematically test to lift campaign responses; personalize for higher response rates; and build an early warning system. We use real client data to illustrate how each tactic works, describe the common mistakes we’ve seen, and show you how to measure your marketing effectiveness.