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MULTICHANNEL MERCHANT » ARCHIVES FOR TRAVIS SEATON
It’s imperative for multichannel marketers to understand the relationship between catalogs and retail. Here’s a primer on how to properly integrate your marketing efforts
In order to maximize your marketing effort by channel, it
Every single direct marketer should be testing a zip model, either for selection or suppression, to increase performance of their prospecting. Research done by Lenser showed that the 80/20 rule can run as high as 80/30 with the right zip model.
Once we achieved our goal of suppressing the known bad zip codes and undesirable renters, we realized there was another step we could take to help weed out the less desirable names.
In order to effectively prospect, you typically need to decide not only who to mail, but also who not to mail. By bringing in only your top prospecting sources on the front end and then applying several suppression techniques on individual names, you are able to greatly increase the performance of your prospects. The end result is that your prospecting metrics will naturally increase and you reducing your overall costs by suppressing the non-performing names
With the proper offer, using National Change of Address (NCOA) to optimize your housefile can be a very powerful tool.