Custom Prospect Databases: A Revolution, Not an Evolution

| Caryn L. Gray

In recent years, an increasing number of direct marketers are turning to private prospect databases as a means to combat the external forces that spoil their customer acquisition efforts. For marketers who use direct mail to acquire customers, challenges include declining response rates, list fatigue, lack of new names, shortened campaign times, and the need for timely postcampaign metrics. Not too long in our past, we could have dialed up our modeling efforts, but even sophisticated modeling techniques have their limitations against these industry forces.

Create Contact Strategies With The Right Stuff

| MCM staff

Database marketers who develop their contact strategies without adequate information are committing a deadly sin, says Jeff Hassemer, director of product strategy at the data management solutions division of marketing solutions provider Broomfield, CO-based Abacus.

Comailing and Cobinding: A Critical Consideration

| Stephen R. Lett

Comailing is the process of merging catalogs that have already been bound into one mail stream. Cobinding occurs during the bindery process as the catalogs are being bound so that catalogs sharing the same trim size can be comingled into the same mail stream.

A Look at the London DM Fair

| MCM staff

Nearly 7,500 direct marketers from 53 countries gathered in London May 9-11 for the International Direct Marketing Fair (IDMF) and Internet World show. For the first time, the two shows were presented concurrently at Earls Court Exhibition Center.

Database Marketing’s “Playground Problem”

| MCM staff

Relying on an incomplete view of your customers is a sure way to doom your database marketing efforts to failure, says Jeff Hassemer, director of product strategy at the data management solutions division of marketing solutions provider Abacus.

Three Alternatives to Product-Level Marketing

| Jim Coogan

Several of the cooperative databases collect product-level data. Marketers are finding product-level data very useful in data mining for customers who buy specific products through direct marketing. But using the co-ops

How Many Times Should You Mail to Your Housefile?

| Stephen R. Lett

A consumer catalog company typically mails to its housefile 11 times a year, while a business-to-business cataloger mails on average 15 times to its customers. Does that sound like awful lot of mailings to you? If so, your business might be able to benefit from an increase in the number of drops to your housefile.