Promotional offers can increase response rate and demand per catalog among both the house file and prospect list segments, says Michael Grant of Scarsdale, NY-based catalog consultancy Michael Grant Direct. But the subsequent impact can vary by segment, so be sure to measure the downstream results.
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
Just as the major consumer cooperative databases are busy cranking out new products and services, as we reported last month (Co-ops kick it up a notch),
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
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.
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.
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.
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.
(Direct) New York–Data compilers face increasing pitfalls and higher expenses due to regulation and the need to verify information. But they also have more revenue opportunities
To those who don’t know a wing nut from a cashew nut, all tools are alike. Not so for woodworkers. Running the gamut from cabinetmakers to scrollsaw hobbyists,