Tips for Testing Magazine Lists
Looking to test magazine subscriber lists? Jim Coogan of Catalog Marketing Economics has a tip: if you test the direct mail sold and direct-to-publisher selects, better results will come.
Data & Analytics
Making Sense of E-mail Bounces
In trying to sense of the inconsistent, sometimes misleading bounce data received from the ISPs, you should approach bounce management like you would any other database challenge.
You Can Mail Businesses on the Do-Not-Call List
Many businesses sign up for the Do-Not-Call list, which protects consumers from telemarketers. But business mailers can mail companies on the DNC list. Should you? Dun and Bradstreet’s Andrew Kapochunas thinks so
Exploring and Exploiting the Value of a Catalog Re-mail
Alexandra Singer of Lenser says even the smallest mailers should seriously consider the benefits of an additional drop. For most catalogers, recency is a huge predictor of propensity to buy.
10 Common Mistakes That Hurt Lists
Speaking earlier this month at MeritDirect’s business mailer’s co-op, Singleton listed the following 10 common mistakes that potentially lead to ineffective promotions:
Optimizing Your Multichannel Media Mix
You’re not using your data effectively if it doesn
Libey: Maintain Normal to Increased Circulation Strategy
Futurist Don Libey sees signs of an economic slowdown in the second half, but he advises catalogers to maintain circulation habits.
Multilevel Matchbacks Should Be the New B-to-B Standard
Multichannel retailers operating in the business-to-business space are all too familiar with the inherent flaws of applying a simple name-and-address matching logic when conducting response matchbacks.
Bissig Out at Millard-Mokrynski
Dennis Bissig last week left list firm Millard-Mokrynski Group, less than a month after parent company infoUSA announced that it would merge Millard Group with Mokrynskidirect.
Vacant Selects Could Produce Customers
A “vacant” address does not always mean no one is doing business there. Many factors come into play with the U.S. Postal Service’s vacant designation, so mailing to addresses on that list can be beneficial in business-to-business mailings.