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Plan Ahead: Product Category Segmentation Can Aid Mailing and Merchandising Strategies  Feb 02, 2009 10:42 PM By Jude Hoffner

No matter the economic conditions, mailers must remember the value of leveraging what they know works best, while testing new concepts carefully. Here’s how to examine your product category segmentation to reach the best buyers

How to Build Better Zip Models  Mar 04, 2008 12:49 AM By Jude Hoffner

If the recent postal hikes did nothing else, they prompted mailers to do more analysis. For example, some are testing zip models and gleaning significant insights.

Doing Matchbacks? Follow the Rules  Feb 09, 2008 1:38 AM By Jude Hoffner

OK, class, quick test: You mail a catalog, and 21 days later send a postcard. If the customers buys something on day 28, what fraction of that sale was postcard-driven?

Testing for Profit Fatigue  Dec 04, 2007 1:53 AM By Jude Hoffner

How many times should you mail your buyer file? Here

Should You Suppress Chronic Non-Responders?  Oct 29, 2007 8:54 PM By Jude Hoffner

Who wouldn

Use Logic to Define Your Trade Area  Jun 18, 2007 9:15 PM By Jude Hoffner

When talking about prospects, defining a trade area by radius just doesn

Quick Tip: Test a Catalog Via Bouncebacks  May 29, 2007 8:51 PM By Jude Hoffner

We at Lenser recently had several clients begin the planning process for launching a second or third catalog title, seeking to extract ever more value out of their housefile and eager to present the market with an attractive new brand.

Quick Tip: Use E-mail Subscriber Status to Improve Catalog Response  Apr 23, 2007 9:06 PM By Jude Hoffner

When it comes to e-mail as a marketing channel, determining the relative value of a contact to whom you can promote via e-mail vs. one to whom you cannot is pretty simple; it

Can You Trust Your Test Results?  Mar 26, 2007 9:43 PM By Jude Hoffner

Direct marketing is all about the numbers. Whether it is response rate, lifetime value, square-inch analysis, or any other metric you can dream of calculating, we all rely on measurability to give our businesses the advantage they need to succeed.

Can Joining a Co-op Database Actually Hurt Response and Loyalty?  Mar 05, 2007 10:33 PM By Jude Hoffner

We recently set out to quantify the impact on one of our client

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