Are SOHOs Bringing You Down?
Just because customers may be SOHOs or consumers doesn’t mean they won’t repurchase from you.
Your prospecting lists likely are populated by both SOHOs and consumers. For straight list rentals, although such a select may be unavailable, you can stipulate that you only want business addresses. Passing the file against the USPS’s DSF and segmenting each list by type of address is a good first step if you suspect that residential addresses are lowering your response.
A columnist for Retail Online Integration, George founded HAGUEdirect, a marketing agency. Previously he was a member of the Shawnee Mission, Kan.-based consulting and creative agency J. Schmid & Assoc. He has more than 10 years of experience in circulation, advertising, consulting and financial strategy in the catalog/retail industry. George's expertise includes circulation strategy, mailing execution, response analysis and financial planning. Before joining J. Schmid, George worked as catalog marketing director at Dynamic Resource Group, where he was responsible for marketing and merchandising for the Annie's Attic Needlecraft catalog, the Clotilde Sewing Notions catalog, the House of White Birches Quilter's catalog and three book clubs. George also worked on corporate acquisitions.
