Direct marketers are incrementalists. We know what works, and we test our controls against various creative and offer permutations to improve results and come up with a winning formula. This disciplined approach has served us well.
Every company has marketing activities it performs exceptionally. For example, one marketer may have superior e-mail creative, while another may have mastered the use of triggered messaging. While we all strive for excellence, it’s a fact that we can’t shine in every area. It’s a good idea to turn your focus outward and analyze your competition. You just might learn something.
Marketers who want to exploit the full potential of e-mail should develop plans to consistently grow their permission-based e-mail lists of customers and prospects. This allows them to build loyalty and promote cross-sell and upsell opportunities. A housefile represents names the marketer "owns" and has permission to use. While marketers use many tactics to grow their lists, those individuals who enroll in programs on a marketer's site should be the cornerstone of any program. In most cases, these individuals have taken an action to positively sign up. They should be one of the best-performing sources.