Lists: Behavior Matters Most
When prospecting for new catalog customers, remember one thing and one thing only: Behavior Matters Most
Abacus operates on what it calls the “12x18 Rule.” In the words of Lori Molinari, director of marketing at Abacus:
For example, a participant contributes 10,000 names that have had a transaction in the last 18 months. This mailer is now allowed to take 120,000 prospect names from Abacus in the calendar year (12 x 10,000). The 12x18 Rule creates a cooperative environment of equality between the amount of data that is contributed and the number of prospecting names that can be used in a 12-month period.
- Companies:
- Abacus
- DoubleClick
- McIntyre Direct
Denny Hatch is the author of six books on marketing and four novels, and is a direct marketing writer, designer and consultant. His latest book is “Write Everything Right!” Visit him at dennyhatch.com.
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