The Hidden Gold: Ship-tos and Giftees
Want to tap into some overlooked names? Try the ship-tos and giftees on your house file. They will respond better than requestors and on a par with your older buyers.
But don
Segmenting Beyond RFM
Catalogers need to identify and then segment meaningful factors on their house files. Doing this will help you decide how deep into a buyer file to mail, which catalog covers to use, and how much to mail a contact during a season.
Exploring and Exploiting the Value of a Catalog Re-mail
Alexandra Singer of Lenser says even the smallest mailers should seriously consider the benefits of an additional drop. For most catalogers, recency is a huge predictor of propensity to buy.
Identify Crossover Buyers in House File Segmentation
Are you automatically dropping off your older buyers, suppressing them from your mailings perhaps after 24 months of inactivity, perhaps after 36 months or longer?
Custom Response Models Are Worth Testing
Do you find yourself frustrated by diminishing response in your core co-op prospect models? Many of the co-operative databases offer custom response models to mailers who are seeing declining or inconsistent performance in their standby selections. These models are worth testing, and they are available at no additional cost.