Live from Direct Media Co-op: Rules of Co-op Database Engagement
White Plains, NY
Lists & Data - Business
What 50 Years in Business Means for Insert Media
When you consider that there are very few insert/list brokers who have survived 50 years in business, it certainly is a testimonial to being able to earn enough to make the payroll and pay the rent every time it is due. On a serious basis, without undue modesty, it means that Leon Henry has seen a panorama of newly created media and been able to continue to promote a concept now taken for granted.
Positive Thinking Will Restore Trust in the Direct Marketing Industry
Trust within the direct marketing industry will be restored once those within the industry treat it with a more positive focus: That was the message behind Susan McNamara
What Should You Expect from Your Service Bureau?
What price do you place on a business relationship? Is the association motivated by profit alone, or is it motivated by a higher calling? To determine if your service bureau has forge a productive business relationship with you, answer these questions:
Modeling Disjoint Groups
To determine if your house file includes a significant number of certain merchandise category buyers, you need to categorize your customers by the type of merchandise they buy, then measure the intersection or crossover between the merchandise buyer groups.
Six Strategies to Drive Multichannel Sales
A customer who purchases from two channels is worth three times as much as a single-channel customer. A customer who purchases from three channels (catalog, Internet, and stores) can yield five to six times the value of a single-channel buyer. Initiating these strategies will encourage multichannel behavior while driving overall increased company sales:
E-Mail Marketing Myth #3: E-mail Is Not Just for E-Commerce
Tracking the connection between e-mail and e-commerce has become a relatively straightforward exercise for most marketers. But the simplicity of connecting online sales to e-mail efforts and the difficulty of tracking sales across other channels has relegated e-mail
Measuring True Incremental Sales
Measuring the incremental sales that result from a buyer remail is the key metric in determining how deep to mail into your buyer file. Setting up tests to measure the incremental sales from house file mailings gives you the necessary metrics to draw the line at your true breakeven sales for these customers.
Think Like a Consumer to Protect the List Industry
Chicca D’Agostino, president of Hackensack, NJ-based list management firm Focus USA, says that list owners and professionals need to be more cautious before accepting work from direct marketers. In addition to helping direct marketers find the right people to send offers to, list brokers and managers should also look out for signs of trouble.
Process, Procedures, and Compliance: A Five-Step Program
To help list owners, renters, brokers, and managers avoid running foul of the Federal Trade, Stacey Girt, senior vice president at Newtown, PA-based services provider MKTG Services, offered a five-step program designed to promote proper process, procedures and compliance.