Get to the Source of Your Online Leads
When the Web was introduced years ago, direct marketers were faced with the issue of tracking which channel their customers were coming from
Metrics
Rental List Selects Are Worth Their Weight in Gold
Jim Coogan, president of Santa Fe, NM-based consultancy Catalog Marketing Economics, says that it is worthwhile to pay for those extra selection charges to get the most targeted names available from rental lists. After all, the incremental response from taking the best-of-the-best names from a rental list will pay the extra costs of the selects.
Lack of Postal Reform Leads to Blame Game
With time running out for Congress to approve a postal reform bill, some mailers are questioning whether the Direct Marketing Association
Mailers Council Seeks Standard Rate Implementation Period
The Mailers Council, an Arlington, VA-based coalition of mailers and mailing associations, in late August released a research paper detailing the benefits of a standard implementation period when the U.S. Postal Service raises postage rates.
Show Me the Data: Ask Questions First and Deduplicate Later
Duplicate records in a database can dilute a mailing and discourage response. But they can also provide valuable information about customer behavior. Asking several questions before deduplicating your data can let you gain knowledge that you might otherwise lose in normal processing.
Go for Role, Not Title
By focusing on titles, marketers have been targeting the wrong people: Role or function is the best indicator of response, and title is not the best indicator of function.
Avoiding Mistakes in a Multichannel Environment
Think about how much of your business is dedicated to correcting errors. If a customer calls to order a baseball glove and the order arrives on time without any problems, how many of your employees
Refine with online data
As multichannel merchants generate more online sales, they receive more data to help them understand their customers better. Take Plano, TX-based general
Footwear mailers step up on the list growth
Catalogs that specialize in footwear (as opposed to apparel merchants that include shoes as part of their merchandise mix) account for about 6% of all
Volume slip-sliding away
Catalog Tracker received 265 consumer catalogs in June nearly 6% fewer than the 281 catalogs received in June 2005. It was the fourth month in a row that