Michael Hayden

Drive Your Orders with the Loaded Front-End Merge Technique

| Michael Hayden

Probably the most important improvement that catalog mailers can make to dramatically improve their business is to put aside their fascination with the Internet and take a more realistic view of what channel is really driving the sale. Identifying that factor is key to segmenting your file.

Escape the Circulation Death Spiral

| Michael Hayden

In the face of the current economic storm, mailers may feel they have had no choice but to scale back on prospecting. But if they scale back too long, they can fall into the circulation death spiral. Here’s how Michael Hayden of the American List Exchange Association says that can be avoided