Database marketers who develop their contact strategies without adequate information are committing a deadly sin, says Jeff Hassemer, director of product strategy at the data management solutions division of marketing solutions provider Broomfield, CO-based Abacus.
Just because a person is a buyer doesn
One of the first steps in a contribution analysis is to combine information from your profit and loss statement with the end-of-season key code report you run from your mail order processing system. The number you need to derive from your P&L is what is commonly called the contribution margin (contribution to overhead or fixed operating expenses and profit).
Web buyers are different from traditional mail order buyers. What legendary entrepreneur Ray Kroc said about McDonald
Comailing is the process of merging catalogs that have already been bound into one mail stream. Cobinding occurs during the bindery process as the catalogs are being bound so that catalogs sharing the same trim size can be comingled into the same mail stream.
Despite increase usage of co-op databases and less use of outside lists, many opportunities still exist to generate incremental list revenue: You just have to be a little more creative. Here are two suggestions:
Glen Ellyn, IL-based direct marketing service provider GlaserDirect has introduced B2BPredictor, a profiling and data-enhancement tool for business-to-business marketers. The company says B2BPredictor builds on traditional profiling efforts by measuring …
Why customize your ink-jet messages? People read their ink-jet messages because the message has their name and address. Catalog buyers are also trained to look for promotional offers in the message portion of their ink-jet address. Ink-jet personalization is the poor man
Failing to adequately differentiate your customer base will hinder your company’s database marketing efforts, says Jeff Hassemer, director of product strategy at the data management solutions division of marketing solutions provider Abacus.
When it comes to defining data for identity theft bills, the Direct Marketing Association says lawmakers on Capital Hill aren’t on the same page. Which is why John Greco, president/CEO of the DMA, says his group needs to help lawmakers understand what is and what isn’t data that would cause a security breech.