List View-Back to Basics (959 words)
Out-of-the-Box Thinking Works
To be successful during the upcoming fall and holiday campaign season, marketers will need to look beyond the traditional and find new and exciting ways to identify and target prospects. Not all the techniques and tips suggested are applicable to all mailers, but they are meant to spur new thinking. Just last year who would have thought a high-end merchandise cataloger would successfully use a new homeowner/new mover compiled list and get an AOS (average order size) of $457?
To do more with less, direct marketers have to find new ways to be more efficient and effective. Just expecting the same lists to generate a higher response can be a greater risk than taking solid direct marketing techniques and applying them to new, less traditional, prospects. Testing not only uncovers new successful opportunities, but the success of one test often opens up the creative juices for another and before you know it, that old box has burst its metal edges!
Heather Maylander is senior vice president, American List Counsel, Princeton, NJ, a full service data marketing company offering brokerage, management and list products. She can be reached at (609)580-2834 or via e-mail at firstname.lastname@example.org.