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In scoring model files and ranking potential prospects on a scale of 1 to 10, sometimes 9 is better than 10. Maria Marsala Herlihy, senior vice president of strategic consulting and analytics for direct marketing firm KnowledgeBase Marketing, says you need to think like a computer programmer when assigning values.
Catalogers naturally prefer to mail catalogs to prospects to give a potential customer a full scope of what it has to offer, and a sense of urgency to place an order.
But mailing post cards to prospects can be as effective, says Joy Gendusa
Bass Pro Shops isn’t just about rugged outdoorsmen, and it wants women to know that. So in March the cataloger/retailer of outdoor gear launched the 80-page Bass Pro Shops Collections, its first book to target women.
PetSmart in April sold its State Line Tack equine assets to Pets United, a privately held multichannel merchant of pet and equine products. The sale includes the State Line Tack catalog, inventory, and customer lists.
The May 14 postal rate hike may inspire some catalogers to consider alternate delivery options. At least that’s what one direct-to-door delivery service provider is hoping.
With its acquisition of the Impromptu Gourmet catalog, M&S Fine Foods isn’t merely adding another title to its holdings. M&S is hoping to use the brand to build a chain of Impromptu Gourmet stores.
Catalogers could never afford to waste paper and postage mailing to old or incorrect addresses; with the new postal changes, keeping your list as clean as possible is more important than ever. And once the Postal Service’s stricter address standardization rules go into effect in August, unkempt lists will be even more costly.
Responding to a recent article in the New York Times that accused list firm/data services provider infoUSA of questionable practices, the Direct Marketing Association issued a reminder to its members to follow DMA guidance regarding the use of marketing data.
Boston–Direct Marketing Association president/CEO John A. Greco Jr. wants to make it clear that he is not opposed to separate organizations popping up to help the catalog industry.
Boston–During his Tuesday morning keynote address, L.L. Bean chairman and former president Leon Gorman recalled his grandfather