New partnerships help gourmet food purveyor Mackenzie Limited grow its product line and audience reach.

By Reported Donna Loyle

McManus tests lists, and in fact was planning to test six or seven lists this fall. She looks primarily for names of food mail-order buyers. She admits she has gotten better response rates from the names culled from cooperative databases. Mackenzie does no insert media, but does periodically send promotional postcards. And twice monthly, the team sends e-mails to an opt-in list of 8,000 Mackenzie buyers and 12,000 Ducktrap River buyers. Response rates from e-mail campaigns are about 2 percent.