Live from ACCM: Greco Responds to Cataloger Groups
Boston–Direct Marketing Association president/CEO John A. Greco Jr. wants to make it clear that he is not opposed to separate organizations popping up to help the catalog industry.
Data & Analytics
Live from ACCM: Hitting the Moving Customer Acquisition Target
Boston–With more prospecting channels available to multichannel merchants, deciding how to allocate your customer-acquisition funds
The Changing Mailing Landscape: 2007 Postal Rate Case
There is a wealth of advanced data management/integration solutions mailers should be using to reduce or eliminate unproductive duplicates being mailed. For example, for every 1 million records mailed, if 1% duplicates are mailed, that is 10,000 duplicates, and if the advertising cost is $.50, that is $5,000 in wasted advertising.
Optimize Your Contact Strategy For Higher Response Rates
Contact strategy is a balancing act: Approach your customer multiple times in a short timeframe and you could either improve your results or experience list fatigue by contacting the same audience one too many times.
Harnessing the Power of Predictive Analytics
Direct marketers constantly wrestle with the never-ending challenge of maximizing campaign response rates to generate more revenue.
Prospecting: To Mail or Not to Mail, Part Two
Once we achieved our goal of suppressing the known bad zip codes and undesirable renters, we realized there was another step we could take to help weed out the less desirable names.
Prospecting: To Mail or Not to Mail
In order to effectively prospect, you typically need to decide not only who to mail, but also who not to mail. By bringing in only your top prospecting sources on the front end and then applying several suppression techniques on individual names, you are able to greatly increase the performance of your prospects. The end result is that your prospecting metrics will naturally increase and you reducing your overall costs by suppressing the non-performing names
When In Doubt, Go Back to Basics
You mail a catalog to a name on your house file, and it gets returned as undeliverable, or you don’t hear from the customer again. And it’s not the first time this has happened with this name, which has proven to be a profitable buyer in the past.