Arsenio Hall

By Steve Trollinger Nine reasons your lists are not working. Arsenio Hall enjoyed waxing poetic about "things that make you go 'hmmm.'" Well, I recently found myself thinking about something that makes catalogers go 'hmmm': Why don't prospect lists work better? To really understand the answers you must understand the question. What does "work" mean? It means a list meets or exceeds the requirements for customer acquisition efforts or the established cost to acquire a customer. Today, a tight economy has taken its toll on 12-month buyer files, and prospects are swarmed with catalogs. Marketers now must be smarter and work harder to acquire

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