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.
Metrics
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.
Why Only Desperate Slobs E-Mail Their Whole List
(Magilla Marketing) If there is one complaint that comes up repeatedly in discussions with e-mail consultants and service providers, it is that they are all struggling to convince clients not to mail their entire list.
Show Me The Data: Call Your Customers Names and They’ll Like It
I have noticed how preferred airline customers don
Case Study: QAS Helps Reduce Overton’s Delivery Surcharges
Greeneville, NC-based water sports products merchant Overton’s wanted to stop losing money on UPS surcharges for inaccurately addressed packages while reducing time per call in the call center.
When Searching for Customers, Stronger Triggers May Work Best
While propensity to purchase through catalogs is a necessary condition for prospecting success, it is not a sufficient condition. We determined that our client also needs strong triggers
Use the Co-ops to Flag and Drop Dormant Households
Use your co-op databases to flag the households with zero purchasing activity in the last six months, nine months, or 12 months. The co-ops can profile your house file and identify those households that have had zero mail order transactions across all the members of the database.
Still Waiting for PRC Ruling on Standard Mail Rates
With just 12 days left before implementation of the new postal rates, the U.S. Postal Service Board of Governors (BOG) on May 2 accepted the Postal Regulatory Commission
Catalog Tracker: February Chill Hits Catalog Volume
Just as it had in January, year-over-year catalog volume declined in February, judging by Direct Media’s Catalog Tracker.