MULTICHANNEL MERCHANT » ARCHIVES FOR JIM COOGAN
Many managers don
Have you looked for geographic hot spots where you have pockets of buyers? If you can find geographic hot spots you can prospect deeper to these states, sectional center facilities (SCFs), or zip codes because they will respond profitably to marginal prospecting lists.
Source codes teach us almost everything we need to know about catalog circulation.
Using two-step catalog requests for customer prospecting is a long-established strategy. But the model is changing rapidly with the influx of Web catalog requests.
Using advanced data hygiene to correct bad addresses and suppress undeliverable ones isn
Jim Coogan, president of Santa Fe, NM-based consultancy Catalog Marketing Economics, says that it is worthwhile to pay for those extra selection charges to get the most targeted names available from rental lists. After all, the incremental response from taking the best-of-the-best names from a rental list will pay the extra costs of the selects.
The comparing number of 12-month new-to-file buyers now against a year ago tells if you are continuing to acquire new buyers economically or if any revenue growth you may be experiencing is resulting exclusively from your preexisting customers.
The momentum of your direct marketing creates many small opportunities to increase your sales. That
The daily sales flash provides the most actionable, statistically significant data to circulation managers and top management. It tells how the catalog business
Catalog circulation post mortems allow top management to examine what went right and what went wrong with catalog campaigns so that you can improve future campaigns. Circulation drives your catalog, and preparing the post mortem is the responsibility of the circulation manager.
Here are the critical pieces of a circulation post mortem: