Post By Jim Coogan

Tips for Testing Magazine Lists  Jul 30, 2007 7:27 PM By Jim Coogan

Looking to test magazine subscriber lists? Jim Coogan of Catalog Marketing Economics has a tip: if you test the direct mail sold and direct-to-publisher selects, better results will come.

Postage Increase Brings a New Prospecting Breakeven  Jul 02, 2007 1:45 PM By Jim Coogan

The fallout from the postal rate hike is now rippling through catalog circulation plans. The higher postage means that the breakeven on prospecting for new customers has increased, and cataloger

Segment Co-op Database Names and Models  Jun 18, 2007 8:57 PM By Jim Coogan

Most mailers could stand to segment their cooperative database selections to fine-tune prospecting. Here are two suggestions on how to do it.

Find Your Geographic Sweet Spots and Dead Zones  Jun 11, 2007 9:38 PM By Jim Coogan

Mailers have used zip tables for years to find hot areas to mail deeper and poor areas to avoid. You should consider optimizing your prospecting lists by geographic sweet spots to squeeze more profitable response from prospecting, while cutting out your catalog’s dead zones.

Bottom-Feeding with Cooperative Database Models  Jun 05, 2007 7:30 AM By Jim Coogan

Catalogers must cut waste out of their circulation to fight the spiraling costs postage, paper and printing. A powerful tool for eliminating non-responsive names is to test the bottom of your house file reactivation models.

Co-op Databases Step Up Modeling  May 29, 2007 8:57 PM By Jim Coogan

The co-operative databases have sharpened up their modeling with a new generation of models for catalogers. New modeling initiatives from the co-ops are capable of producing better response and bigger list universes for catalogers.

Use the Co-ops to Flag and Drop Dormant Households  May 07, 2007 9:35 PM By Jim Coogan

Use your co-op databases to flag the households with zero purchasing activity in the last six months, nine months, or 12 months. The co-ops can profile your house file and identify those households that have had zero mail order transactions across all the members of the database.

Developing Business Rules for Matchback Allocation  Apr 28, 2007 3:14 AM By Jim Coogan

With the flood of web buyers arriving without source codes, matchback analysis has become the methodology for reading results. Matchbacks are simply matching the mail file of the circulation with the response file of orders received during the life of the catalog being measured.

Six Keys to Mailing Your Web Buyers  Apr 16, 2007 9:18 PM By Jim Coogan

Catalog merchants need to learn the new rules for mailing Web buyers profitably to manage the flood of business coming through the Web. And pure web merchants will gain a huge advantage other Web marketers if they learn to circulate catalogs to their buyers

Circulation Tools to Manage the Flood of Web Buyers  Jan 29, 2007 10:02 PM By Jim Coogan

Catalogers are getting a flood of Web buyers and the percentage of orders placed on the web continues to steadily increase. What new challenges are posed to catalog circulation managers by these Web orders?

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