How to Improve Upon Generic Cooperative Database Response Rates
February 2, 2015
5 Tips from the New Best Practices for Circulation Management
October 5, 2014
Measuring the Incremental Value of Catalog Mailings
March 28, 2015
Tips for Managing Your In-House Database
January 24, 2015
RFM (Recency, Frequency and Monetary) segmentation is no longer enough when mailing your house file. Segment every possible segment. You can always roll up subsegments when your are doing analysis.
For web buyers, capture their original source whenever possible. You need to segment by original source.
Divide your buyers by their purchase channel. Segment traditional telemarketing buyers, web buyers who purchased after receiving a catalog and web buyers who’ve never received a catalog. Tag each purchase by purchase channel so you identify multichannel buyers.
Define those web buyers not identified as catalog web buyers in your matchback as pure web buyers and flag them as web driven buyers on your database.
Capture all list hygiene for address changes and corrections back to your database so you are always mailing the freshest, most complete address.
Use advanced list hygiene services like Cognitive Data’s Intellidress to flag households that have moved. 15% of your housefile moves every year! Don’t waste money mailing to old addresses.
Maintain all purchase data at the order level so you can segment and model customers based on what they have purchased.
Catalogers always combine different types of merchandise in a single catalog. Segment and measure the value of customers by merchandise type and look at the response rates and lifetime value of different types of customers.
Look to expand your merchandise offerings within your most profitable categories. Look for more merchandise opportunities inside “hot” categories.
Keep your promotional history of every single contact so you can know how much you’ve spent and how much response you’ve gotten from individual customers.
Always segment one time web “tryers.”
Test a cooperative database’s overlay of your house database to reactivate or suppress marginal buyers. Keep each customer’s score flagged in your database.
Identify business's every way you can (4 line addresses, business names, overlays, DSF data, etc) and flag business’s in your house file.