Gina Valentino

Making good ideas work

| Gina Valentino

Generating marketing ideas to increase sales, build the customer file, influence shopping on the Web, or persuade prospects to make their first purchase

Review Your Remail Strategy

| Gina Valentino

Remails to best-customer groups maintain about 65% of the original response rate for the group: If the best-customer group earns an 8% response rate on the first drop, the remail will earn 65% of the 8% (.08 x .65 = .052, or 5.2%). Not bad. How many of your average-customer groups pull 5.2%? Any rental lists pull 5.2%? You can see why a remail strategy is important to the overall growth and profitability of the company.

Staffing Up for Success

| Gina Valentino

Whether you’re launching a catalog or growing an established business, the question remains the same: Do employees equate to expenses or revenue? Creating