Lists: Behavior Matters Most
When prospecting for new catalog customers, remember one thing and one thing only: Behavior Matters Most
I’m told by numerous catalogers that the Abacus system is absolutely terrific for bringing in long-term new buyers at the incredibly low list cost of $70/M. However, some think that Abacus names may not be working as well as they had in the past. Mike Hayden, senior vice president of catalog brokerage at the Millard Group, suggests that the best multi-buyers are being overmailed.
- 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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