Find New Customers, Without Breaking the Bank

• Add transactional data.

• Find the promotion source.

• Add household characteristic data.

• Segment the customer records that are most complete, and score them.

• Find “like” names.

Direct Mail

One way to circumvent the high cost of sending catalogs is to emulate The Sharper Image, which sends eight flights of four solo direct mail pieces—a program that’s used for prospecting as well as encouraging customers to order direct via the phone or Internet. Instead of a full catalog, these solos offer individual items. Of course, The Sharper Image has the advantage of creating proprietary products, which means it enjoys higher margins.