MCM staff
By now you know that optimizing your house file is a proven way to improve profitability. But you may not know exactly how to go about honing the file. Jim Coogan, president of Sante Fe, NM-based Catalog Marketing Economics, offers four suggestions:
As discussed in the last article (Taking Inventory of Database Marketing Capabilities, May 16), the first step in shifting to a more strategic approach to database marketing is to take a careful inventory of your current capabilities compared with current established best practices.
Strong spring sales, the absence of a presidential election, and the looming postal hike for early 2006 are encouraging catalogers to increase their fall
E-mail open rates are down, but conversion rates are up: Those are the first-quarter trends reported by New York-based marketing services provider DoubleClick.
The following passage is a preview from Multichannel Merchant
Buyer remails are probably the most profitable mailings you can have. Because circulation is focused on the most responsive segments of your house file, profitably is built in and guaranteed, says Jim Coogan, president of Sante Fe, NM-based consultancy Catalog Marketing Economics. The issue with buyer remails is to keep them fresh so that your best buyers will read, react and respond to your frequent messages.
Marketers get enamored with response rates. A good thing if you
The online marketplace–search engines and shopping sites in particular
Just as every actor wants to direct, it seems that every cataloger wants to produce a magazine. Vernon, Hills, IL-based computer reseller CDW Corp. is the latest to break into publishing,
During the past year, consumers have grown more dissatisfied with the service they