Lenser: Drop Your Bottom 20%

| Tim Parry

If you ask John Lenser, the old adage “You can lead a horse to water, but you can’t make him drink” applies directly to the unique names you are prospecting to. You can mail to every name you rent, but some of those prospects will never respond.

Rappaport: List Brokers Need to Communicate Better, Offer More

| Tim Parry

List brokers need to play a more strategic role with their clients, and communicate that role better, if they want to survive in the ever-evolving field, ALC chairman/CEO Donn Rappaport said at his company’s annual For Brokers Only luncheon May 4 at New York’s Chelsea Piers.

SmartPak barks up a new tree

| Tim Parry

SmartPak, a Plymouth, MA-based merchant that specializes in equine supplies and gifts, is going to the dogs with the launch of the SmartPak Canine catalog.

Beyond the basic model

| Tim Parry

Modeling has come a long way beyond the good old recency/frequency/monetary value (RFM). Thanks in no small part to the rise of cooperative databases,