Lists: Behavior Matters Most
When prospecting for new catalog customers, remember one thing and one thing only: Behavior Matters Most
a quarter of your mail will be wasted.
2. Demonstrated Affinity Behavior
If you have a catalog for outdoor activists, mail to those who have bought outdoor equipment or subscribers to outdoor magazines. Logic might dictate that a mailing to a city dweller would be wasted, but there are things called weekends and city dwellers often have more money than hicks in the sticks.
- 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.
Related Content
Comments
