Lists: Behavior Matters Most
When prospecting for new catalog customers, remember one thing and one thing only: Behavior Matters Most
Can you afford it? McIntyre suggests it’s a question of arithmetic, and whether you are tracking your customers by source and have a lifetime value model. One broker told me she believes that few catalogers are sophisticated enough to track orders and project lifetime value by source.
Space Ads: Free Catalogs
- 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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