Arts and crafts and catalogs, oh my
The Craft & Hobby Association estimated in 2003 that in 80% of U.S. households at least one member participated in arts and crafts activities. The majority
Lists & Data - Business
Debunking myths of insert media
When Maryann Martindale, catalog and direct mail marketing manager of productivity tools merchant Franklin Covey, first considered accepting package inserts,
Getting Emotional: Why Segmentation Doesn’t Cut It
The simple purpose of market segmentation is to discover meaningful differences among a target audience. By segmenting the audience, we set out to better understand customers so that we can address them more precisely and persuasively. In the best cases, segments will differ in significant ways that, when addressed with new products or marketing programs, will provide a competitive advantage.
Promotions Giveth and Taketh Away
Promotional offers can increase response rate and demand per catalog among both the house file and prospect list segments, says Michael Grant of Scarsdale, NY-based catalog consultancy Michael Grant Direct. But the subsequent impact can vary by segment, so be sure to measure the downstream results.
Campaign Management for Database Marketing Efforts
This is the sixth article in an ongoing series on database marketing strategy, which outlines an approach to understanding the details of building a world-class database marketing system — regardless of whether you are an expert in analytics or technology.
Compiled Lists Shaping Up
Compiled lists have been the primary source for marketers including files from such industries as credit card, insurance, retailers, package goods, specialty publications, and automotive mailers, have long been a staple for most mass marketers. These files offer millions of names, highly targeted selects, and lower cost per thousands.
Optimizing House File Buyers
Optimizing your house file can help improve profitability. Jim Coogan, president of Sante Fe, NM-based Catalog Marketing Economics, shows you three techniques for house file optimization.
Verifying B-to-B Mail
Building and maintaining your business-to-business house file can be daunting, especially when you have different databases throughout the enterprise. These multiple databases frequently have no common link and it is impossible to exchange information between the company