Inviolable List Principles
10 list-selection strategies from direct marketing pros.
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Denny Hatch
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2. Direct marketing companies don’t have a single mailing list — they have many. How many? Only segmentation will tell.
Your opportunities to segment a customer file into marketing units when purchasing behavioral characteristics are vast. Thus, while the marketing Information network (mIn; www.minokc.com) offers more than 42,000 published lists online, if you take into consideration the segments you’re looking at, it’s more like 400,000 separate and distinct lists.
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Denny Hatch is the author of six books on marketing and four novels, and is a direct marketing writer, designer and consultant. His latest book is “Write Everything Right!” Visit him at dennyhatch.com.
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