Random allocation of multibuyers will not give you a statistically valid read on their overall list performance. The merge conceals your true list performance, which is what’s needed to make informed decisions regarding your list sources. How do you get a true list view?
Speaking at the Direct Marketing Association’s List Day on Thursday, Janette Barret of International Masters Publishers Inc. said the secret to reactivating old expires is to offer them a new product within the same affinity.
Catalogers need to identify and then segment meaningful factors on their house files. Doing this will help you decide how deep into a buyer file to mail, which catalog covers to use, and how much to mail a contact during a season.
Many business-to-consumer catalogers sell to companies as well. If your catalog is a hybrid that sells to both consumers and businesses, you should segment and flag the businesses on house file.
(Direct Newsline) Put aside the 36 acquisitions infoUSA has made since 1990, and leave off the handful Primis Marketing Group Inc. has completed in two years: Lon Mandel, president and CEO of Specialists Marketing Services Inc. hinted at two purchases so fresh for his company that he wouldn’t even name the companies in question. All he would say during a List Day panel is that the expected the deals to close within the next 45 days.
New lists Gevalia Spanish Continuity Buyers This file includes 48,861 paid Spanish-speaking consumers who responded to a trial delivery offer for coffee
Many marketers are spending more, only to experience decreasing response rates. Competition for eyeballs and market share is making it more challenging
Do you remember the 10 commandments of marketing database content management from previous columns? In case you don’t, here’s a quick recap: The data
Looking to test magazine subscriber lists? Jim Coogan of Catalog Marketing Economics has a tip: if you test the direct mail sold and direct-to-publisher selects, better results will come.
In trying to sense of the inconsistent, sometimes misleading bounce data received from the ISPs, you should approach bounce management like you would any other database challenge.