Nine Reasons Your Lists Aren't Working
Pay attention to what the catalogers whose lists you use are doing with their businesses. Are they changing their merchandise mix or price points? Are they going in a new direction with their creative? Are they changing the way they use offers to drive orders? Did they build the file with a sale book? How a catalog manages its business will affect the kind of clientele it attracts. A list that used to pull may stop working.
Creative and Merchandise Implications
Sometimes a list is perfect for the business you're trying to be in, but poor creative execution or an ill-chosen merchandise mix is keeping people away. As time goes on and creative improves and/or merchandising steps up, go back to those marginal lists that you've mailed before and re-test them. Don't assume a list that doesn't work once will never work at all.
Steve Trollinger is vice president of client marketing, J. Schmid & Associates. He can be reached at (913) 236-8988 or via e-mail at firstname.lastname@example.org.