Average Is Not Good Enough
May 12, 2008 3:44 PM, By Bill Singleton
You think you know your customers? Let’s see if you do. First, tell us how tall are they are. Don’t know? Then how about the clubs they belong to? Can’t tell us that either? Get with it—you’re missing a chance to market to some cool niches...
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Database Marketing in Tough Times
May 12, 2008 3:42 PM, By David King
Economic downturns are tough on everyone. But database marketers usually survive quite handily. How? ...
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A Hot Segmentation Tool: The Channel Slicer
May 12, 2008 3:38 PM, By Todd Miller
There are thousands of ways to segment a house file. But one of the best is to do it by channel. How did your customers come in—and how did they order? Read on for a three-step process for slicing your data this way...
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Whether you're just getting started or you need a refresher, the articles below can help you get back to basics.
The ABCs of database marketing
Jul 1, 1998 12:00 PM, Sherry Chiger
A full 51% of the overall respondents to the 1998 Catalog Age Benchmark Report on Lists and Databases (see p. 63) don't perform any sort of database modeling....
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Improving your merge/purge
Feb 1, 1999 12:00 PM, Peter Girard
A quick way to sabotage any mailing is to take the merge/purge process for granted, says Joe Balaban, vice president of business development at Farmingdale,...
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Polishing lackluster lists
May 1, 1999 12:00 PM, Moira Pascale
Has your mailing list failed to generate much rental income lately? If so, several list industry experts have suggestions for adding value and generating...
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Cleaning Up for Better Response
Jan 1, 2001 12:00 PM, Sabrina Horne
Skimp on list hygiene and you risk being penny-wise and pound-foolishWithin a year of standardizing and clearing its house file, Alaska Wild Berry Products...
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Maximizing Models
May 1, 2001 12:00 PM, Ann Abrahamson
6 TIPS FOR USING MODELS EFFECTIVELY...
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List Watch: Testing for the Best
Aug 1, 2001 12:00 PM, Sabrina Horne
Considering the soft sales and lower response rates many mailers reported this year, it's not surprising that catalogers have cut back on list testing...
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