You have worked hard to build your list. You’ve captured email addresses, leveraged partners, run sweepstakes and rented names. Long gone are the days when a sizable list of names and addresses are, in and of themselves, a great asset for a catalog company. These days customer reactivation is no longer enough to sustain a business. We need to maintain and grow customer buyer files...
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Customer acquisition is the lifeblood of a catalog business. Without a steady inflow of new customers, how will you grow? In this digital world, competition is fierce. How do you grow your “hot prospect” customer file? In the world of Amazon Prime and competitive shopping, how can a cataloger compete? Today’s article focuses on three strategies to capture hot prospects. Next time, the focus will...
Direct mail is expensive. Up to 97% of the catalogs sent do not convert. How do you determine which customers warrant the investment of mailing your catalog? Holdout tests. What is a holdout test? A holdout test measures the profitability of a catalog mailing relative to a customer segment. For a mailing, a small group of customers from your mail file is marked to withhold...
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