Lists: Behavior Matters Most
When prospecting for new catalog customers, remember one thing and one thing only: Behavior Matters Most
The answer: Find a geezer—a senior direct marketer from the 1950s, 1960s and 1970s—long before the accumulation of massive individual electronic dossiers that rocket around the country from computer to computer sometimes as often as 100 times a day and more.
Alternate Media
Yes, test relevant package inserts and get an Internet whiz who knows about meta tags to drive traffic to your Web site. A niche cataloger I know gets a steady 3 to 4 percent response on catalogs he sends as a result of Web inquiries.
- 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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