The 10-Year Customer
Lifetime value-based decision making has captured the spotlight recently with the launch of uTango, which promises up to $1 million to couples who meet spending targets over the long term.
Metrics
Evaluating Web-Generated Names
Traditional catalog-oriented direct marketers have always been suspect of customers acquired via the Internet.
Circulation Tools to Manage the Flood of Web Buyers
Catalogers are getting a flood of Web buyers and the percentage of orders placed on the web continues to steadily increase. What new challenges are posed to catalog circulation managers by these Web orders?
When Should You Mail To Institutions?
Timing is a critical element in business-to-institution (b-to-i) campaigns. In fact, it is so important that choosing when to mail will directly affect how successful you will be.
USPS Releases Rate Case Revisions; Comments Due Jan. 31
Last week the U.S. Postal Service released revisions to its proposed mailing standards as part of the pending rate case, which if approved will be implemented in May.
Recapturing Lost Online Customers
E-mail marketers are under constant pressure to cut through the noise and increase the performance of their campaigns. But when an online customer is unreachable because they changed their e-mail address, stopped reading e-mails or their messages are being filtered, a marketer
Use Co-ops to Track Transferring Customers
Chances are that a customer or household that used to shop a lot but has no transactions has moved. Look at these dormant households as a suppression opportunity. Sometimes when households move, they don
How New Prospecting Lists Survive A Merge Before You Mail
How can you tell if a new prospecting list you are testing for the first time has a chance of success? Look carefully at the gross-to-net percentage of a new list. If the new list doesn
Use Multiple Touches to Multiply Your Profits
Each year, millions companies spend on business marketing strategies that involve one-off ads or direct mail pieces that may win awards, but generate few sales. The reason? Most often, this type of direct marketing campaign does not reach qualified prospects.