Catalogers must cut waste out of their circulation to fight the spiraling costs postage, paper and printing. A powerful tool for eliminating non-responsive names is to test the bottom of your house file reactivation models.
In addition to the typical modus operandi of ordering retail trade area prospecting models from the co-ops, there is a good source of names hidden in the housefile segments, and in prospect lists normally overlooked for traditional catalog mailings, due to marginal performance. There is still some retail gold left in those marginal names you may be thinking of discarding.
Business-to-business mailer Lab Safety Supply on June 1 announced it had acquired the assets of Lynchburg, VA-based McFeely
Although Aerosoles has had a print catalog since 1992, the company
There are roughly 55,000 lists for rent today. About 24,000 lists are business and government focused; response, subscription, and compiled files. The mailers and list brokers I have worked with often talk about the compiled files as commodities. Different business-to-business lists characterized by similar demographics such as: standard industry classification (SIC) codes, employee sizes, annual sales, and geographic regions are expected to perform equally well.
Thanks to error-ridden databases, privacy concerns, and excess spam, as well as the high turnover of e-mail addresses, many marketers are now finding they are losing e-mail addresses faster than they can gain them. Customer retention has reemerged as the key to profits.
Sharper Image Ends 2006 with $60 Million Loss At $60.0 million, Sharper Image Corp.
Business-to-business merchants traditionally reached out to prospects by advertising in the trade magazines their prospects read. And while this old-school method still works, marketing experts suggest updating a trade ad campaign with online advertising, e-mail newsletters, and value-ad deals ranging from subscriber list rentals to trade-show sponsorships.
In its 97 years in business, Blair Corp. has been through a lot. The apparel and home goods merchant has gone from loose-sheet mailers to bound catalogs, from housecoats to careerwear, from targeting mature consumers to chasing baby boomers.
But after 14 consecutive quarters of sales declines, Blair needs to change its course.
Forty percent of catalogers are considering cutting their overall circulation in response to last month’s postal rate hikes, according to an exclusive Multichannel Merchant survey