Proper Positioning
How to position inserts within your prospecting and retention media mix
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Shari Altman
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Few catalog/multichannel merchants include inserts in their prospecting or retention media plans, a fact that continues to baffle those who use inserts profitably. Most catalogers use bounceback catalogs as a kind of retention insert (though most don’t think of them as inserts). Few consider the strategic value of inserts to their retention rates, not to mention prospecting media mix.
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Shari Altman
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