Back in the day
While This May Seem Like an Urban Legend, there was a time when the default rate, or unknown keycode capture rate, was 4%. I recall about 15 years ago
Circulation techniques
When you should change your catalog circulation plan and more important how to change it is often determined by necessity. And multichannel marketers
Take the pulse of the house file
How healthy is your customer file? You can take its pulse using data found on your recency, frequency, monetary report. Your house file reflects each
Get your form in good order
To the sophomore marketer, order forms may be obsolete. But to the experienced catalog merchant, order blanks remain a fundamental component of the sales
Add it up
One of the most surprising compliments a marketer can receive is, wow, you brought a calculator to the meeting. More and more, marketers have to be responsible
Merge/purge for small mailers
You know you have to combine multiple lists and run them through software to single out duplicate records before a catalog mailing. But the merge/purge
Give first-time buyers a boost
There’s an old joke about the devil being low on quota, so he decided to heavily promote special offers, free gifts and promises. With an immediate and
Reaping revenue from roving holidays
Are you counting the days until Christmas? You should be consumer merchants this year receive an early in the form of an additional selling day. In 2006
Benefits of Calculating Revenue per Customer
Revenue per customer is always a valuable metric, but it can be particularly helpful when creating a mail plan for
Small-Merchant Solutions: Nine Tips for Using the Merge/Purge
Contacting customers with a direct mail piece, such as a catalog, requires data processing. Data processing can be as simple as 1) deciding that you want