MULTICHANNEL MERCHANT » ARCHIVES FOR MICHAEL HAYDEN
If you’re a cataloger, you’re probably wondering how much to prospect in spring and summer 2009. Here’s some thoughts on how to calculate your mail volumes
We can hope that economic conditions will get better and consumers will come out of hiding. But it’s not likely to happen in the near future. But mailers need to take action now
In addition to having to deal with overall postage rate hikes, marketers have also seen the number of postage tiers steadily increase, a method the USPS is using to give marketers the incentive to prepare their mail for more efficient handling
Probably the most important improvement that catalog mailers can make to dramatically improve their business is to put aside their fascination with the Internet and take a more realistic view of what channel is really driving the sale. Identifying that factor is key to segmenting your file.
In the face of the current economic storm, mailers may feel they have had no choice but to scale back on prospecting. But if they scale back too long, they can fall into the circulation death spiral. Here’s how Michael Hayden of the American List Exchange Association says that can be avoided