The good news: Comailing your catalog reduces your postage dramatically, which can enable you to prospect more, allow you to mail deeper into your house file, or simply improve your bottom line. The better news: printers are changing their mail pooling requirements to allow many more catalogers to save via comailing.
Life-changing events
You attend a lot of meetings. The question always come up,
If you ask John Lenser, the old adage “You can lead a horse to water, but you can’t make him drink” applies directly to the unique names you are prospecting to. You can mail to every name you rent, but some of those prospects will never respond.
With fall and holiday planning well under way, how do mailers get more out of the cooperative database, increase response rates, and find new sources of prospecting names? Here are several advanced tactics:
During a circulation planning and analysis session at last week
Findings from Silverpop’s “2006 E-mail List Growth Survey” show that 15% of survey respondents are planning to append e-mail addresses to their customer lists, though only 4% of those who have tried the tactic support it.
Evansville, IL-based multichannel e-marketing agency ConsumerBase said it has completed a provisional patent application for the process of matching online-captured data to offline data and packaging them as a single bundle. The yet-to-be-named process takes Internet click-stream data and overlays them onto ConsumerBase’s database of postal information.
Chicago–Consumer catalogers have embraced co-operative databases for years. Business-to-business marketers are finally following suit.
Chicago–In a survey conducted by Atlanta-based e-mail services provider Silverpop, e-mail marketers ranked online marketing/search; offline advertising/direct marketing; trade shows; and cross-promotions as the four most successful methods of growing their e-mail lists