It’s no secret that catalogers have cut back on prospecting as a short-term answer to the May postal increase. But in the long-term, cutting back on prospecting will cut these merchants’ flow of new buyers, and cause their business to shrink.
Rather than eat the costs of the May postal rate hike, Dale and Thomas Popcorn has put its catalog on a diet.
Chicago–Direct marketers face a lot of challenges these days, but perhaps the most pressing, according to DMA president/CEO John Greco, is state “do-not-mail” legislation. In his Oct. 15 keyout address at the DMA’s annual conference here, Greco noted that if any of the proposed do-not-mail laws pass, “we believe a lot of consumers will sign up, even if the reason don’t make sense.”
While it
Ken Lane of Hathaway & Lane offers a list of 10 things that all mailers need to know before they send their lists off for merge/purge.
How often should you mail?
You can find the right frequency by doing a horizontal mailing test.
Looking for good prospecting lists? There are two ways to find them. The most common method is to test outside files and use the one that works. The other is to identify and mail all the lists your customers are on.
Brace yourself for more bad postal news. The U.S. Postal Service Board of Governors has announced a $5.4 billion loss, and this means direct marketers may face a 2008 rate hike of 20% or more. Here are five easy-to-implement tactics for dealing with this threat.
San Raphael, CA