In scoring model files and ranking potential prospects on a scale of 1 to 10, sometimes 9 is better than 10. Maria Marsala Herlihy, senior vice president of strategic consulting and analytics for direct marketing firm KnowledgeBase Marketing, says you need to think like a computer programmer when assigning values.
I-Centrix has unveiled a postage optimization service which helps marketers make the most cost-effective use of different postal rate tiers, while increasing response potential of each mailing by adding names from the Abacus Alliance.
We have all discussed at great length the negative effects of the recent postal increases. Now we have to get over it and move forward with adjusting our mailings to the new cost structure.
One tactic you can use to offset your postage increase is to adjust mailing volume by reducing depth. This is really Circulation 101, but it is the first place to start.
Many marketers are spending more, only to experience decreasing response rates. Competition for eyeballs and market share is making it more challenging for marketers to remain top of mind with prospects, grow relationships, and retain customers.
Catalog mailers can kiss any dreams of a postal rake hike reprieve goodbye.
Catalogers naturally prefer to mail catalogs to prospects to give a potential customer a full scope of what it has to offer, and a sense of urgency to place an order.
But mailing post cards to prospects can be as effective, says Joy Gendusa
When talking about prospects, defining a trade area by radius just doesn
There’s been considerable confusion in the industry regarding the new U.S. Postal Service’s delivery point validation (DPV) requirement going into effect on Aug. 1.
Some mailers are under the impression that a piece that is not delivery point validated will not be delivered, and that is not the case at all.
Most mailers could stand to segment their cooperative database selections to fine-tune prospecting. Here are two suggestions on how to do it.
Being an active member of both multichannel retail and direct marketing communities, I