Lists & Data - Business

When developing a circulation plan, you want to balance mailings to your house file with the desired level of prospecting in order to maintain profitability, according to Bethany Beach, DE-based consultant Steve Lett. To that end, here are a few rules of thumb to consider:

Historically, retailers have lived or died by site selection. Those identifying and securing the top locations matching their demographics prospered, while those who didn

The postage rate hike is scheduled to take effect Jan. 8. Should you move your January mail dates up to avoid the increase?

This year, both Monday, Dec. 26, and Monday, Jan. 2, are USPS holidays. There will be no mail delivery, and the bulk mail centers (BMCs) and sectional center facilities (SCFs) have the option to be closed for drop-ship appointments, according to Rich Rousseau, vice president for Quebecor World Logistics. This will have a major impact on mailers with early-week in-home windows, who do not want their catalogs and other pieces in homes before the actual holiday.

For many multichannel merchants, profitably using traditional direct mail to market to their Web buyers remains a challenge, says Jim Coogan, president of Sante Fe, NM-based Catalog Marketing Economics. One way to meet the challenge: testing the potential response of Web buyers to traditional direct mail by sending a postcard or direct mail piece instead of a catalog.

A direct marketing campaign that database marketing services firm Merkle coordinated for client Dell napped top honors among the 2005 National Center for Database Marketing (NCDM) Excellence Awards. The awards will be presented at a luncheon at the NCDM conference in Orlando, FL, on Dec. 13.

In the 1970s and 1980s, when few firms marketed via more than one channel, catalog databases were measured through recency, frequency, and monetary value (RFM), and corporate marketing practices stayed fairly simple:

When it comes to direct marketing, a common language isn