Lists: Behavior Matters Most
When prospecting for new catalog customers, remember one thing and one thing only: Behavior Matters Most
Renting vs. Exchange
Howard Kupfer, executive vice president of Mokrynski & Associates, says while many catalogers will not rent to their competitors, most will exchange with them. For brokers and managers, the commission on exchanges is smaller than that of straight rentals.
The traditional way to acquire new customers is to rent names from other direct marketers whose customers’ behavior mirrors your clients. According to McIntyre, the hierarchy of catalog rental effectiveness goes like this:
- 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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