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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
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.
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?
How many times should you mail your buyer file? Here
When talking about prospects, defining a trade area by radius just doesn
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.
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
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.
We recently set out to quantify the impact on one of our client
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