Random allocation of multibuyers will not give you a statistically valid read on their overall list performance. The merge conceals your true list performance, which is what’s needed to make informed decisions regarding your list sources. How do you get a true list view?
Speaking at the Direct Marketing Association’s List Day on Thursday, Janette Barret of International Masters Publishers Inc. said the secret to reactivating old expires is to offer them a new product within the same affinity.
Catalogers need to identify and then segment meaningful factors on their house files. Doing this will help you decide how deep into a buyer file to mail, which catalog covers to use, and how much to mail a contact during a season.
Many business-to-consumer catalogers sell to companies as well. If your catalog is a hybrid that sells to both consumers and businesses, you should segment and flag the businesses on house file.
(Direct Newsline) Put aside the 36 acquisitions infoUSA has made since 1990, and leave off the handful Primis Marketing Group Inc. has completed in two years: Lon Mandel, president and CEO of Specialists Marketing Services Inc. hinted at two purchases so fresh for his company that he wouldn’t even name the companies in question. All he would say during a List Day panel is that the expected the deals to close within the next 45 days.
So, what is delivery point validation, how is it affecting mailers, and what can they do to keep their mailstream costs down? This is info you need to know, since the regulatory chance went into affect today.
Do you remember the 10 commandments of marketing database content management from previous columns? In case you don’t, here’s a quick recap: The data
New lists Gevalia Spanish Continuity Buyers This file includes 48,861 paid Spanish-speaking consumers who responded to a trial delivery offer for coffee
Many marketers are spending more, only to experience decreasing response rates. Competition for eyeballs and market share is making it more challenging
When Tracy Amiral realized that the new postal rates would increase her fall mailing costs 38%, her first reaction was to whine. Amiral, general manager