Steady As She Goes

Huzar reveals that the marketing database took on a life of its own. “What was supposed to be a two-year project turned into much more,” she says. “We’re constantly finding new modules to add to the database.”

Credit Where It’s Due

As for building up AmeriMark’s housefile, the company’s in-house credit offers are the most effective prospecting promotions the company uses, Huzar says. “Offering credit has allowed us to mail deeper into lists that we already use, because there are people out there who wouldn’t or couldn’t respond to our offers otherwise,” she reveals. And mailing deeper into those lists has reduced the company’s acquisition cost per name.