MULTICHANNEL MERCHANT » ARCHIVES FOR JIM COOGAN
Chances are that a customer or household that used to shop a lot but has no transactions has moved. Look at these dormant households as a suppression opportunity. Sometimes when households move, they don
How can you tell if a new prospecting list you are testing for the first time has a chance of success? Look carefully at the gross-to-net percentage of a new list. If the new list doesn
Web buyers represent an ever-increasing portion of a catalog
There seems to be a disconnect between traditional catalog circulation managers and Web marketers. Multichannel merchants need to understand the gap between the two disciplines to maximize the potential of traditional catalogs and of the web.
When conducting a merge/purge, names will hit against the Direct Marketing Association pander file, which consists of those people who write the DMA indicating they do not want unsolicited mail. Does that mean you should avoid mailing to all of these names?
Early holiday 2006 results are in
What can a high-profit buyer remail do to boost your bottom line? Compare a circulation plan before and after adding a buyer remail. When you take the financials all the way down to the bottom line, you can see the dramatic change in profitability you can achieve.
How can you profitably mail your multibuyers rather than losing them to mulitbuyer churn in your merge?
Are your Web buyers or your catalog requesters dragging down your response rates? Many catalogers face a problem of the flood of Web buyers, in that the number of buyers is going up but response to house buyer file mailings is going down.
Mailers often struggle with calculating how frequently they can profitably mail their buyer file and what frequency optimizes profitability. The following calculation is based on comparing two mailing frequencies.