Gabrielle Mosquera

By Gabrielle Mosquera With research revealing that almost 80 percent of American households participate in one or more types of lawn and garden activity, and that each one spends $466 annually, it seems the amateur gardeners' market is one that's—ahem—ripe for the mailing. But much like weeds, a few challenges persistently crop up when hunting for, and mailing to, names in this market. Chief among these is the market's breadth—the term "gardener" can apply as easily to someone with potted plants on an apartment balcony as it can to someone with a large vegetable garden. "Any time you've got eight out of

By Gabrielle Masquera Small- to mid-size marketers may consider the question of whether to hire an outside manager for list order fulfillment to be one of expense: Can I afford to outsource? But ultimately, the decision instead hangs in the balance between who maintains your database now and the plans you have for it in the future, according to Jim Wheaton, principal of Wheaton Group, a database marketing consultancy. Wheaton suggests marketers start by asking themselves three questions during the decision-making process: >Do you maintain your database in-house? Companies who do stand a better chance of also managing their own list order fulfillment,

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