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.
If you’re testing names, how do you know you selected the right list? At a session titled “Maneuvering Through the Merge/Purge for Best Response Rates” at the Annual Conference for Catalogers and Multichannel Merchants (ACCM) in Boston last month, Lane posed five questions mailers should ask of every list test.
Besides the
Catalogers must cut waste out of their circulation to fight the spiraling costs postage, paper and printing. A powerful tool for eliminating non-responsive names is to test the bottom of your house file reactivation models.
There are roughly 55,000 lists for rent today. About 24,000 lists are business and government focused; response, subscription, and compiled files. The mailers and list brokers I have worked with often talk about the compiled files as commodities. Different business-to-business lists characterized by similar demographics such as: standard industry classification (SIC) codes, employee sizes, annual sales, and geographic regions are expected to perform equally well.