Growth spurt among the children’s mailers
During the past year, the 12-month active universe for the children’s catalog market has grown more than 11%, to 7.89 million buyers for the second quarter
Lists & Data - Business
Maximizing the performance of list continuations
Expanding your market is a must. Therefore, it is important to test new lists. At the same time, it is cost-effective to do everything you can to maximize
Mokrynski’s Matika Retires
Sandra J. Matika, head of the Brokerage Division at Hackensack, NJ-based Mokrynskidirect announced her retirement last week.
Having His Say: Time and the Planning Process
One of the more difficult aspects of a list broker
The Abacus Indicator: Government is Good
According to the Abacus Indicator from Broomfield, CO-based cooperative database provider Abacus, government contacts had the highest average order size and highest spending per contact in business-to-business transactions last year, followed by heavy industry, health, education, finance and insurance, and business and legal, respectively.
Building Your House File Through Promotions
Offering promotions to customers can increase orders and revenue, says Bethany Beach, DE-based catalog consultant Steve Lett. Promotional offers to prospects can help build your house file, because they tend to increase response rates. As catalogers try to do what they can to generate more business, promotions are becoming more popular.
Getting to the E-mail Inner Circle
In the early days of e-commerce, e-mail marketing was a fresh way to reach people. Indeed, for a brief period, click-through rates were frequently in the double digits.
31 Ways to Better Circulation Through the Merge/Purge
Mailers often overlook circulation details going into the merge/purge. But by working with your service provider before and after the merge/purge process, you can improve response and squeeze extra profits from your mailings. Skeptical? Answer these 31 questions, then check your results says Jim Coogan, president of Sante Fe, NM-based consultancy Catalog Marketing Economics.
When Is it Time to Rebuild a Model?
Database models tend to be remarkably resistant to nondramatic changes in creative and price, says Jim Wheaton, a principal in Chapel Hill, NC-based Wheaton Consulting Group. Therefore, as long as the fundamentals of your business remain reasonably stable and there is no change in the structure of the source data, models are likely to retain their potency for years.
Prospecting for Results
The holiday season is the most important season for prospecting for most consumer catalogers. Traditionally, prospecting was primarily a matter of mailing to names from rented or exchanged lists.