Catalog Age List and Data Strategies & ListFinder
 |
 |
Customer and prospect data are among a cataloger's most valuable resources.
Catalog Age's List and Data Strategies for the Multichannel Merchant e-newsletter ( 
)
provides subscribers with actionable suggestions and the latest news they need
to market smarter, grow their house files, and expand their top and bottom lines.
Working with industry experts, Catalog Age's editorial team shares tips,
examines trends, and provides the latest need-to-know information regarding
prospecting, list maintenance and hygiene, modeling, contact strategies, and
other subjects directly related to e-mail and postal lists and databases.
List and Data Strategies for the Multichannel Merchant is delivered every other
Monday afternoon.
To Subscribe to List and Data Strategies e-Newsletter Click
Here.
What Circulation Planners Need to Know About Paper
Circulation managers, like everyone else, are under constant pressure to cut costs without cutting sales. That1s why, says Jim Coogan, president of Sante Fe, NM-based consultancy Catalog Marketing Economics, you need to be fluent in the tradeoffs between cutting circulation and cutting production costs. Often you can trim paper weight in lieu of reducing circ and not affect sales at all. ...
Data Management for Database Marketing Efforts
This is the fifth article in our Database Marketing Strategy series, which outlines an approach to understanding the details of building a world-class database marketing system. ...
Are Insert Media Right for You?
Looking for a method of targeting specific demographics at a considerably lower cost than other modes of customer acquisition? Consider insert media....
Maximizing the Performance of List Continuations
Expanding your market is a must. Therefore it is important to continue to test lists. At the same time, it is cost-effective to do everything you can to maximize the performance of list continuations. Here are a few tips to help you do just that:...
Translating List Rental
When mailing internationally, there are several list-specific differences to bear in mind. Mark Bridges, vice president of the international division of Hackensack, NJ-based list services firm Mokrynskidirect, and Douglas Sacks, senior vice president of Wethersfield, CT-based list services firm Infocore, discussed a number of them during a List Vision roundtable....
Continuity Clubs Are Not Dead
Reports of the demise of the continuity club are premature, at least according to Seth D. Radwell. The president of New York-based e-Scholastic and executive vice president of Scholastic gave the opening keynote presentation, “Continuity in an Age of E-Commerce” during List Vision 2005. ...
Cutting Costs with Add-a-Name
Want to get more catalogs in the mail? Try asking your service bureau or your printer about an add-a-name service. ...
Understanding the Critical Path to Growth
There are plenty of best practice lists to check off in the jungle of trade e-mails and publications in our in-boxes and mailboxes every day. List prospecting, co-op databases, e-mail segmentation recommendations, and affiliate opportunities are valuable, but they’re all tactical practices, and stringing them together does not necessarily equal a marketing strategy. ...
Not Enough Marketers Track Customer Acquisition Costs
The following is an excerpt from the Direct Marketing Association's 2005 Customer Prospecting and Retention Report. David Shepard, president of Dix Hills, NY-based David Shepard Associates, developed and analyzed the results for the DMA. To learn more about the report, visit www.the-dma.org. ...
Using RFM for Prospecting
Want to improve your marketing costs and boost profitability? Try using a model built around recency, frequency and monetary (RFM) segmentation, says Bill Singleton, president of Algonquin, IL-based consultancy Singleton Marketing. ...
4 Tips for Successful Remails
Catalog remails enable a mailer to spread out the fixed costs such as creative, photography, copywriting over more than one mailing, according to consultant Michael Grant, principal of Scarsdale, NY-based catalog consultancy Michael Grant Direct. Grant provides four strategies for using remails....
Content Management for Database Marketing Efforts
This is the fourth article in an ongoing series on database marketing strategy designed to outline an approach to understanding the details of building a world-class database marketing system, regardless of whether you are an expert in analytics or technology....
Why Now Is the Time to Mail to Japan, Part 2
Last week in LIST & DATA STRATEGIES, Fleischman wrote about the impact of new privacy law in Japan Why Now Is the Time to Mail to JapanThis week he looks at the factors that make direct marketing to Japanese consumers very appealing....
Six Tips to Get the Most from Your Holiday Buyers
When it comes to your house file, your holiday buyers should be treated differently from nonholiday buyers, according Jim Coogan, president of Sante Fe, NM-based consultancy Catalog Marketing Economics. Below are seven tactics to help you get the most from these holiday buyers. ...
Co-Op Databases: How Many Do You Need?
The already crowded consumer co-op database landscape recently got even busier with the introduction of Wiland Direct, the sixth major player in the game. Wiland joins Abacus, NextAction, I-Behavior, Prefer, and Z24. As such, mailers need to question if there is anything to be gained by being in all six databases....
Multichannel Mix and Match
For consumer catalogers, a mean 36% of their direct sales come in via the Web, according to MULTICHANNEL MERCHANT’s most recent Benchmark Report on E-Commerce (June 2005 issue; http://multichannelmerchant.com/mag/ecommerce/_; for b-to-b merchants, that figure is just shy of 25%. For multichannel companies, the challenge is to market to online customers and prospects accordingly. It’s not enough to drive customers to the Web; you have to retain their business for the years to come. ...
Why Now Is the Time to Mail into Japan
Anyone dealing with Japanese direct marketing lists, either as a user or as a list manager/broker, has surely heard about the “strict privacy law” enacted this past April and how it threatens to lock out the Japan market. Don’t believe the doom and gloom. What I see from the fallout of the April 1 legislation is a huge competitive advantage for non-Japanese firms marketing directly to Japanese consumers and businesses....
Co-Registration: An Overlooked Prospecting Tool
Among respondents to the December 2004 Ad:Tech survey by MarketingSherpa, 45% considered response to e-mail campaigns to their house list as “great.” That’s a higher response than for any other online marketing tactic surveyed, including paid search, affiliate programs, and Web media ads. ...
Circulation Outlook: Keep Prospecting
The short-term economic outlook for the catalog industry continues to be reasonably positive through the third quarter, according to Don Libey, cofounder/managing director of Philadelphia- and Cherry Hill, NJ-based investment and advisory firm Libey-Concordia....
Having Her Say: The Multisource Solution
The rules have certainly changed. In today’s complex world of lists, using one data source is no longer good enough. When you consider that the ultimate measure of any project hinges on the quality of your data, it pays to have the most targeted and effective information available. ...
The Abacus Indicator: Direct Consumers Buying More Frequently
According to the Abacus Indicator from Bloomfield, CO-based cooperative database provider Abacus Direct, consumer catalog and online sales increased a healthy 10% in 2004. But there wasn’t a corresponding increase in the number of consumers who purchased via catalog or the Web: The number of households purchasing remained steady at 55 million. Instead, an 11% increase in purchase frequency per household was responsible for the sales increase....
Four Steps to Profitable Personalization
In today’s world of e-mail, text messages, and other emerging communications technologies, getting a person’s attention is an increasingly difficult challenge. With so many messages being thrown at them, people are less likely to respond to a “Hey you!” approach and more likely to take action on a personalized message tailored just to them....
Worldata Price Index: Expect E-mail Prices to Drop
If you’ve been holding off on e-mail prospecting because you felt prices were too high, here’s good news: In its Summer 2005 List Price Index, Worldata projects that e-mail pricing will drop as much as 25% off the base price during the next three to six months....
Matchbacks Made Simple
Once you begin taking a significant percentage of your orders on the Web you need a simple matchback process to make sure you are allocating Web orders correctly. But is there such a thing as a “simple” matchback process? Jim Coogan, president of Sante Fe, NM-based consultancy Catalog Marketing Economics, says yes. ...
A Model Opportunity: Household Models vs. Zip Code Models
The following is an excerpt from the Direct Marketing Association’s 2005 Customer Prospecting and Retention Report. To learn more about the report, visit www.the-dma.org....
