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Back in the day  Apr 01, 2009 9:30 PM By Gina Valentino

While This May Seem Like an Urban Legend, there was a time when the default rate, or unknown keycode capture rate, was 4%. I recall about 15 years ago

Circulation techniques  Feb 01, 2009 10:30 PM By Gina Valentino

When you should change your catalog circulation plan and more important how to change it is often determined by necessity. And multichannel marketers

Take the pulse of the house file  Jan 01, 2009 10:30 PM By Gina Valentino

How healthy is your customer file? You can take its pulse using data found on your recency, frequency, monetary report. Your house file reflects each

Get your form in good order  Jun 01, 2008 9:30 PM By Gina Valentino

To the sophomore marketer, order forms may be obsolete. But to the experienced catalog merchant, order blanks remain a fundamental component of the sales

Add it up  May 01, 2008 9:30 PM By Gina Valentino

One of the most surprising compliments a marketer can receive is, wow, you brought a calculator to the meeting. More and more, marketers have to be responsible

Merge/purge for small mailers  Jan 01, 2008 10:30 PM By Gina Valentino

You know you have to combine multiple lists and run them through software to single out duplicate records before a catalog mailing. But the merge/purge

Give first-time buyers a boost  Nov 01, 2007 9:30 PM By Gina Valentino

There’s an old joke about the devil being low on quota, so he decided to heavily promote special offers, free gifts and promises. With an immediate and

Reaping revenue from roving holidays  Oct 01, 2007 9:30 PM By Gina Valentino

Are you counting the days until Christmas? You should be consumer merchants this year receive an early in the form of an additional selling day. In 2006

Benefits of Calculating Revenue per Customer  Sep 22, 2007 5:19 AM By Gina Valentino

Revenue per customer is always a valuable metric, but it can be particularly helpful when creating a mail plan for

Small-Merchant Solutions: Nine Tips for Using the Merge/Purge  Apr 01, 2007 9:30 PM By Gina Valentino

Contacting customers with a direct mail piece, such as a catalog, requires data processing. Data processing can be as simple as 1) deciding that you want

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