Recency/frequency/monetary value (RFM) models, a building block of direct marketing, work because shoppers who have bought recently or frequently are more likely than others to buy again in the near future. At least two industry experts believe you can use data about newly issued credit cards for the same reason.
Proper integration of pertinent marketing data for effective and efficient direct marketing campaigns is essential, not only to the success of each campaign but also to the ongoing viability of your company
Last week Curt Barry of F. Curtis Barry & Co. shared his thoughts on planning a holiday post mortem as a way to improve operations for next year (
A survey of clients from Hackensack, NJ-based list services firm Mokrynskidirect indicates that
Long before he became president of Algonquin, IL-based consultancy Singleton Marketing, Bill Singleton worked as a part-time express courier while in school. Often he would deliver to one company a dozen overnight letters from one sender.
A recent study from Broomfield, CO-based Abacus and its Abacus B2C Alliance proves false the belief that catalogs mailed into store trade areas cannibalize store sales. In fact, the opposite seems to be true.
Multibuyers
Now that the holiday season is over, it
E-mail appending–adding e-mail addresses you’ve rented to the postal addresses on your house file–is a tricky proposition. Marketers walk a fine line
Although it accounts for 19% of all 12-month consumer catalog buyers available for list rental or exchange, the women’s apparel universe continues to