One of the biggest assets a mature direct marketing company has is their house file, and within that house file are pockets of lapsed customers, normally thought of as 12+ or 24+ month buyers. Through RFM segmentation, scoring, NaviStone® and/or house file modeling, companies are able to identify which of these customers qualify for postal Read More Don’t Put All Your Reactivation Eggs in One Basket
Category: Circulation Strategies
Be Careful with In Home Dates around World Events
Over 25 years ago, I was having dinner with a wise COO of The Sharper Image when he remarked that we were in for a bad year of sales. When I asked why, he responded, “it’s an election AND an Olympic year”? He had tracked the performance of all the various catalog companies he had Read More Be Careful with In Home Dates around World Events