Get More Mileage From Outside Lists
2. Finding productive pockets of names in marginal lists by using tighter RFM segmentation; ZIP modeling; demographic enhancements; and cooperative databases or custom modeling.
3. Making productive use of multibuyer names by mailing to these names as often as permitted; using the best mail dates for these strong performers; and placing all unmailed multibuyers in your next merge.
The right combination of strategic thinking and fundamental list work can result in productive circulation growth. And that will help you increase your customer file, improve your sales and grow your business.
Your broker is a key partner in all of these areas. The more you involve your broker, the greater your chances of success.
Steve Tamke is senior vice president of Mokrynski & Associates Inc., a list brokerage and management firm serving the catalog industry. He also is a member of the faculty of the Master of Science Degree Program in Direct and Interactive Marketing at New York University. Tamke can be reached at firstname.lastname@example.org.