Lists: Behavior Matters Most
When prospecting for new catalog customers, remember one thing and one thing only: Behavior Matters Most
5. Recency of Purchase
Helpful, but not essential.
6. Will Pay the Bill
You can eliminate #6 if your options are cash with order (CWO) or credit card only.
Finally, keep in mind the old Ed Mayer rule: Success in direct marketing is based on the following ratio: 40 percent list, 40 percent offer and 20 percent everything else.
- 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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