Is Add-A-Name All That?

When done right, mailers say add-a-name can help save merchants a lot of money. The tactic allows merchants to save money on their mailings by using second-tier prospect names to fill gaps in carrier routes.

But is it really a money-saver? Or is it a cheap form of prospecting to less-desirable names?

Robin Lebo, president of catalog consultancy Lebo Direct, says that for the revenue merchants are potentially going to generate, they may as well co-mail instead.

“Honestly you have to look at incremental costs of mailing 50,000 vs. 100,000, vs. 150,000 catalogs,” Lebo said. “How many orders do I have to get to break even? In some cases you may improve your deliverability, but it’s hard to monitor that unless your printer is doing follow-ups.”

Lebo says that add-a-name seemed so innovative just a few years ago. Back then, it was nothing about knowing who the prospect was, it was just a way to fill in those zip code gaps.

And if you’re doing your homework and weeding out those second-tier buyers, is it worth putting them back in the mail pool? Lebo says you can do a double analysis on that.

“Lets say you have nine of your best buyers in a zip code, maybe that tenth one is worth it,” Lebo said. “But the customer can’t be Joe Blow. You have to have a quality name and not a throw-away.”

Also, if your printer is doing the add-a-name for you, buyers beware. The pool of names the printer has may not be as strong as ones you could get from a co-op or your list service provider, Lebo said.

Partner Content

Hincapie Sportswear Finds Omnichannel Success in the Cloud - Netsuite
For more and more companies, a cloud-based unified data solution is the way to make this happen. Custom cycling apparel maker Hincapie Sportswear has leveraged this capability to gain greater visibility into revenue streams, turning opportunities into sales more quickly while gaining overall operating efficiency. Download this ecommerce special report from Multichannel Merchant to more.
The Gift of Wow: Preparing your store for the holiday season - Netsuite
Being prepared for the holiday rush used to mean stocking shelves and making sure your associates were ready for the long hours. But the digital revolution has changed everything, most importantly, customer expectations. Retailers with a physical store presence should be asking themselves—what am I doing to wow the customer?
3 Critical Components to Achieving the Perfect Order - NetSuite
Explore the 3 critical components to delivering the perfect order.
Streamlining Unified Commerce Complexity - NetSuite
Explore how consolidating multiple systems through a cloud-based commerce platform provides a seamless experience for both you, and your customer.