Catalogers could never afford to waste paper and postage mailing to old or incorrect addresses; with the new postal changes, keeping your list as clean as possible is more important than ever. And once the Postal Service’s stricter address standardization rules go into effect in August, unkempt lists will be even more costly.
We at Lenser recently had several clients begin the planning process for launching a second or third catalog title, seeking to extract ever more value out of their housefile and eager to present the market with an attractive new brand.
The Postal Regulatory Commission (PRC) agreed on Friday that catalog mailers deserve a break
Boston–Direct Marketing Association president/CEO John A. Greco Jr. wants to make it clear that he is not opposed to separate organizations popping up to help the catalog industry.
Boston–During his Tuesday morning keynote address, L.L. Bean chairman and former president Leon Gorman recalled his grandfather
Boston–During Monday afternoon
The finger-pointing has escalated between the American Catalog Mailers Association (ACMA) and the Direct Marketing Association. In a letter to DMA president/CEO John A Greco Jr., ACMA president Hamilton Davison took Greco to task for his comments last week
There is a wealth of advanced data management/integration solutions mailers should be using to reduce or eliminate unproductive duplicates being mailed. For example, for every 1 million records mailed, if 1% duplicates are mailed, that is 10,000 duplicates, and if the advertising cost is $.50, that is $5,000 in wasted advertising.
Contact strategy is a balancing act: Approach your customer multiple times in a short timeframe and you could either improve your results or experience list fatigue by contacting the same audience one too many times.