Dennis Bissig

Dennis Bissig
Making Outside Lists Work Harder in a Multichannel Economy A C

By Dennis Bissig This article was the 2005 Lists Web Community Spotlight feature. Up until very recently, a company's marketing plan and planned housefile list growth would start with a yearly schedule of catalog mailings broken down into various customer, housefile and outside lists. Sales would be estimated based on the prior year's mail and phone sales, modified by any creative, merchandising, promotional, page count or other changes. The marketing plan then was developed as a direct outgrowth of these mailings, as was housefile growth. Now, this "circulation plan" comprises only one part, albeit a large and important part, of