Lists & Data Archive
Modify square-inch analysis to fit your business
While some of us love diving into the minutia of square-inch analysis, others may find this an unenviable yet necessary task of mathematical gymnastics....
2011 Annual parcel rate analysis
By now, you've been able to measure the impact of UPS's and FedEx's general rate increases effective Jan. 3. The majority of shippers are finding that...
Getting your head around matchbacks 2.0
Many of us have accountants either for ourselves or our businesses for a simple reason: Every year the tax rules change and we simply cannot afford to...
Are List Exchanges Making a Return?
As co-ops and conventional list rentals figure out how to co-exist in a changing market, some think that list exchanges are poised to make a comeback....
Trigger Happy: Using Triggered E-mail to Drive Engagement Marketing
Engagement is a hot term in e-mail-marketing circles right now. Why? Because, according to a slew of experts, marketers who want to continue to get their...
Co-op Databases:The co-op conundrum
Why do catalog list owners especially those in need of the revenue generated by rentals of their lists put barriers in front of mailers who want to use...
Building a file from retail names
Imagine a customer walking into your store to buy a gift for a friend. You invest time serving the customer, build a one-to-one relationship, and make...
Weak Outlook for Apparel Names
The Mixed-Gender Apparel Category Lost About 200,000 Names in the second quarter of 2009, according to New York-based list brokerage services firm ParadsyzMatera....
Using Internet Marketing to Drive Stronger Catalog Sales
Here are four key Internet marketing programs that can be leveraged to drive increased response and sales to a catalog mailing...
Testing Still Essential in Marketing
Testing is an essential activity in direct marketing, and it can be a fun way to connect with new and existing customers. But what should you test, and how often?...
The Benefits of Multichannel Prospecting
Cataloging by its very nature implies acquiring customers via renting lists. But if you only rent lists you are highly vulnerable to postal increases and deterioration of list rental universes...
Plan Ahead: Product Category Segmentation Can Aid Mailing and Merchandising Strategies
No matter the economic conditions, mailers must remember the value of leveraging what they know works best, while testing new concepts carefully. Here's how to examine your product category segmentation to reach the best buyers...
Sourcing and Storing: Keep Your Marketing Database Environment Stable
Increased technology and channel options have made more data available to marketers than ever before. Naturally, the next imperative is making that data actionable. Here's why organization and easy access are the pillars for marketing success...
Two Key Ways to Know It's Time to Purge Your Service Bureau
One relationship to examine as you look to trim costs is the one you have with your service bureau. Service bureaus are evolving—check to see if you're in the loop by asking yourself two important questions...
Think Before You Blast Those Follow-Up E-mails
There is no rule of thumb about the extra lift to expect when a follow-up e-mail is sent after a direct mail promotion or actual purchase. But here's some important things to consider before sending that follow-up e-mail...
The Role of Mobile in Multichannel Marketing Today
Mobile is no longer in the farflung future, and marketers need to know how to use it without abusing it. Here's a quick look at how you can determine which customers are the right targets for your mobile messages, and how to know if you're reaching the threshold of overkill...
Get Back to Prospecting Basics in 2009
In a recession, multichannel merchants are looking for ways to save money. Unfortunately, many think they need to cut new customer acquisition entirely from their budgets...
10 Marketing Strategies For Growth in 2009, and 10 That Will Hurt
For success in a recession, avoid strategies with a history of failure. Here's 10 things you can do as a direct marketer to grow – and 10 ways to recede – in what appears to be a down 2009...
With Data, Do It Right From the Start
Moving data from one layout to another is mostly a manual process, dependent on human examination of the layout generated from the source of the list. But even the cleanest files have instances where data doesn't match the layout exactly...
Don't Let the Soft Economy Stop You from Prospecting
If you're a cataloger, you're probably wondering how much to prospect in spring and summer 2009. Here's some thoughts on how to calculate your mail volumes...
How to Woo Back Former Customers
Getting lapsed customers back is simple in theory but challenging in execution and requires understanding the group's unique characteristics. Here's some steps you can take to reactivate them...
Social Network Advertising Can Bring In Targeted Leads
Facebook. You can use it to find long-lost friends, and you can use it to find targeted leads. Before you say it's not at all possible, read what Brian Rice of Red Clay Media had to say about prospecting in a social media environment last week at NCDM...
Avoid the Batch and Blast E-mail Mentality
Still batching and blasting e-mails to your entire customer list? Boy, we hope not. Last week at NCDM, Roy Wollen discussed the bad things that could happen if you aren't segmenting your e-mail files and getting your message to the right target...
Four Ways to Handle Your Channel Segmentation
In order to gauge the value of pure online buyers, you need to measure the incremental sales from mailing a catalog to them so you’ll know the true sales you’re getting. And once you’ve gauged the value of these buyers, you can do the following four things with the segmented data...
Don’t Let Analytic Software Fall Into Inexperienced Hands
Today’s database access tools provide marketers with the hands-on ability to access, manipulate and draw conclusions from their own data. But these access tools also have great potential for misuse when they fall into the hands of individuals with little or no analytical training...
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