This is the sixth article in an ongoing series on database marketing strategy, which outlines an approach to understanding the details of building a world-class database marketing system — regardless of whether you are an expert in analytics or technology.
Compiled lists have been the primary source for marketers including files from such industries as credit card, insurance, retailers, package goods, specialty publications, and automotive mailers, have long been a staple for most mass marketers. These files offer millions of names, highly targeted selects, and lower cost per thousands.
Optimizing your house file can help improve profitability. Jim Coogan, president of Sante Fe, NM-based Catalog Marketing Economics, shows you three techniques for house file optimization.
Building and maintaining your business-to-business house file can be daunting, especially when you have different databases throughout the enterprise. These multiple databases frequently have no common link and it is impossible to exchange information between the company
The U.S. Postal Service has lifted the suspension of standard letters and periodicals destined for zip codes 369, 393, and 394. Appointments are required for drop shipments to these zip codes, however.
If your list is available for rental, one of the challenges you face is identifying the true value of your list rental income. List rental value can no longer simply be equated with list rental income. The increased reliance on exchanging during the past few years has forced mailers and their list managers to take a more comprehensive, realistic view of the definition of value that is derived from having one
According to the Abacus Indicator from Broomfield, CO-based direct marketing services provider Abacus, the electronics category produced higher average order values (AOVs) last year than any other business-to-consumer catalog/Web category. The average order size of a consumer electronics purchase last year was $179.
How often should you mail your buyer file? Some mailers overmail the marginal segments of their buyer file and may be mailing below breakeven. To find out whether you
With all the talk about the numerous sender authentication protocols, it