What Should You Lose to Acquire a Customer?
Almost every cataloger loses money acquiring customers, and makes money mailing to customers. So it
Metrics
Create Contact Strategies With The Right Stuff
Database marketers who develop their contact strategies without adequate information are committing a deadly sin, says Jeff Hassemer, director of product strategy at the data management solutions division of marketing solutions provider Broomfield, CO-based Abacus.
How to Interpret Contribution Analysis Data
One of the first steps in a contribution analysis is to combine information from your profit and loss statement with the end-of-season key code report you run from your mail order processing system. The number you need to derive from your P&L is what is commonly called the contribution margin (contribution to overhead or fixed operating expenses and profit).
Twelve Tactics for Mailing Web Buyers
Web buyers are different from traditional mail order buyers. What legendary entrepreneur Ray Kroc said about McDonald
Comailing and Cobinding: A Critical Consideration
Comailing is the process of merging catalogs that have already been bound into one mail stream. Cobinding occurs during the bindery process as the catalogs are being bound so that catalogs sharing the same trim size can be comingled into the same mail stream.
Differentiate Your Customer Base Adequately
Failing to adequately differentiate your customer base will hinder your company’s database marketing efforts, says Jeff Hassemer, director of product strategy at the data management solutions division of marketing solutions provider Abacus.
DMA’s Greco: Personal Data Not the Same as Marketing Data
When it comes to defining data for identity theft bills, the Direct Marketing Association says lawmakers on Capital Hill aren’t on the same page. Which is why John Greco, president/CEO of the DMA, says his group needs to help lawmakers understand what is and what isn’t data that would cause a security breech.
Database Marketing’s “Playground Problem”
Relying on an incomplete view of your customers is a sure way to doom your database marketing efforts to failure, says Jeff Hassemer, director of product strategy at the data management solutions division of marketing solutions provider Abacus.
InfoUSA to Acquire Mokrynskidirect
The consolidation in the list industry continues. Six months after buying Peterborough, NH-based list firm Millard Group, Omaha, NE-based InfoUSA is at it again
Four Advanced Co-op Database Tactics
With fall and holiday planning well under way, how do mailers get more out of the cooperative database, increase response rates, and find new sources of prospecting names? Here are several advanced tactics: