Harnessing the Power of Predictive Analytics
Direct marketers constantly wrestle with the never-ending challenge of maximizing campaign response rates to generate more revenue.
Marketing
Financial Reports: Penney, Design Within Reach
Penney Posts 13% Bottom-Line Boost J.C. Penney Co. reported a 13% increase in first-quarter net income, to $238 million. That follows a 22% rise in the bottom line during the first quarter of 2006, to $210 million. For the 13 weeks ended May 5, total …
Prospecting: To Mail or Not to Mail, Part Two
Once we achieved our goal of suppressing the known bad zip codes and undesirable renters, we realized there was another step we could take to help weed out the less desirable names.
Walter Drake Launches Outdoors Spin-off
Walter Drake is celebrating its 60th anniversary this year, but the old dog has at least a few new tricks
Financial Reports: Eddie Bauer, Harry & David
Higher Sales, Wider Loss for Eddie Bauer First-quarter direct sales at Eddie Bauer Holdings increased 16.5%, to $63.6 million for the three months ended March 31. Total first-quarter revenue rose 10%, to $214.0 million from $194.5 million. Same-store …
Prospecting: To Mail or Not to Mail
In order to effectively prospect, you typically need to decide not only who to mail, but also who not to mail. By bringing in only your top prospecting sources on the front end and then applying several suppression techniques on individual names, you are able to greatly increase the performance of your prospects. The end result is that your prospecting metrics will naturally increase and you reducing your overall costs by suppressing the non-performing names
When In Doubt, Go Back to Basics
You mail a catalog to a name on your house file, and it gets returned as undeliverable, or you don’t hear from the customer again. And it’s not the first time this has happened with this name, which has proven to be a profitable buyer in the past.
New Products and Services
I-Centrix has launched I-Bundle, which is designed to help marketing departments navigate the complexities of the new U.S. Postal Service rate reclassification, The new service from the East Greenbush, NY-based company identifies opportunities to drop names with exceedingly high postage costs.
Three Reasons (of many) to Attend ACCM
The 24th annual ACCM is just a week away, but it’s not too late to book a flight to Boston and register to attend.
Several sessions at the show, held May 21-23 at the Boston Convention and Exhibitions Center, have to do with circulation, with strategies that are even more important today given the U.S. Postal Service increases.
M&S Fine Foods Buys Impromptu Gourmet
With its acquisition of the Impromptu Gourmet catalog, M&S Fine Foods isn