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MULTICHANNEL MERCHANT » ARCHIVES FOR MATT MORTON
In the current environment of rising postage and paper costs, mailers must understand the key metrics of its house file counts. But what’s the best way to go about that?
Are you segmenting your buyer file by original sources like web, retail and phone? It may also make sense to look at some of the non-buyers on your database
Now that the holiday rush has passed, you may have a little time to plan how to best contact all of those new names you have on your house file. One group that sometimes gets overlooked: the giftees (or ship-to
Are you tapping into your catalog requesters as efficiently and effectively as possible? At the very least, you should be segmenting your catalog requesters.
With the pending postal rate increase coming in May, it is more important than ever for mailers to use every tool possible to squeeze the best performance out of each prospect. If you are fortunate enough to have a buyer file list that is in demand from other mailers, take the opportunity to set up exchange agreements for list continuations whenever possible.