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How to Read a Datacard Like a Pro, Part 3
May 1, 2007

When I look at a datacard to decide the mailability of a prospect list, I look carefully at all of the details. I have an inquisitive and questioning nature and want to know everything I can about the lists I want to mail, butโ€ฆ

โ€ฆMostly what I want to know is what affinity the prospect list has with my customers.

The closer the affinity, the more I can assume this list is a good prospect for my mailings. If the list seems right, based on the information on the datacard, I move it from my โ€œsuspectโ€ list folder to my โ€œprospectโ€ list folder.

Some datacards provide a

Valuations & Acquisitions: Why Deal Due Diligence Is Worth a Try
May 1, 2007

In my last Catalog Success column, โ€œWhat Acquisition Due Diligence Reviews Can Teach Youโ€ (February 2007, pg. 37), I explained why catalogers can benefit from embracing and using the analytical models employed by acquirers and financing sources in this industry as they decide which catalog/Web marketing businesses to pursue. Now, onto the use of due diligence methodologies in catalog deal-making. These are some of the key analyses you should use in most of your seasonal circ plans and your annual strategic plan. Furthermore, and of no small importance, these are the same metrics and analyses your local banker should be using when deciding on

Timing, Relevance, Personalization Are Keys to Cutting Through Clutter
May 1, 2007

Marketers are facing the mounting challenge of consumers feeling theyโ€™re bombarded with messages they didnโ€™t ask for, donโ€™t need and find disruptive. This so-called โ€œclutterโ€ has led to decreasing response rates. A new whitepaper prepared by the Winterberry Group with data supplied by Mintel Comperemedia, Responsys and Vertis Communications finds that timing, relevance and personalization are three keys to cutting through that โ€œclutterโ€ and driving consumer response. Here are some tips taken from the report to help catalogers and other direct marketers achieve those goals: 1. Make timing count. Coordinate offers with life events, such as marriages, births, new moves. Consumers are also more open to

More Postal Pain-Relieving Tips Offered at DMALI Meeting
April 24, 2007

During its monthly luncheon in Plainview, N.Y., on April 19, the Direct Marketing Association of Long Island (DMALI) focused primarily on the catalog/multichannel businessโ€™s issue du jour: postal. Perry Fernandes, general manager of the PSI Group division of Pitney Bowes, and Vito Fortuna, a U.S. Postal Service marketing strategist, provided details on the upcoming postage increase and offered some less-recently-pubicized strategies for marketers to mitigate it. Fernandes offered the following tips to lessen the burden of the increase. * Consolidate mailings or mail streams when possible * Design letter-size pieces to avoid non-machinable surcharges * Change flat size pieces to meet letter size dimensions * Alter parcel size mail

Seven Tips to Stem Losses from Unaccounted Movers
April 10, 2007

Each year, direct mailers lose millions of dollars due to a seemingly uncontrollable problem: unaccounted for movers. The U.S. Postal Service reports that 14.2 percent of Americans move to a new address each year. Of these movers, approximately 10 percent to 20 percent never report their new address to the USPS. The losses add up quickly, even from one mailing. Thereโ€™s the expense of printing and mailing an undeliverable piece as well as the lost sales from the relocated buyer. For a mailing of 1 million pieces that costs $0.55 each and nets $2.50 in revenue per piece, the losses can total more than

Postal Desperation: A Last Minute Call to Action to Protest the Pending Rate Hike
April 3, 2007

Iโ€™m going to interrupt my series on list selects for the issue thatโ€™s gotten under just about every catalogerโ€™s skin lately: the pending postage increase. You have until April 12 to make your voice heard by protesting the USPS postal hike. As you may already know the Postal Regulatory Commission (PRC) is recommending ridiculously high postal increases that could severely damage many catalogersโ€™ businesses.

I urge you before it is too late to make your voice heard! (See below if not clear how to go about doing this.)

The PRC has posted on its Web site a โ€œNotice Of Request For Reconsideration And Order Establishing

Strategy: Should You Remail the Same Prospect Names Within a Season?
April 1, 2007

Remailing the same prospect lists or cooperative database segments in the same season is common. But should you remail the exact same names? This is a frequently asked question, and as youโ€™ll see, the best mailing strategy might not be obvious. When a particular list is mailed, or cooperative database model segment is used, results are tracked by source code. If the results meet a predefined criteria โ€” e.g., incremental breakeven, 20 percent less than incremental breakeven โ€” you want to remail that same list or model. If 10,000 names initially were tested, it would make sense to mail 20,000 names next time, and

Understanding Postal: Biggest Rate Case Threat? Regulatory Changes
April 1, 2007

Usually when we talk about catalogs and postal rate cases, we tend to gloss over the many regulatory details that dictate how new rates will be implemented by the U.S. Postal Service. In many cases, these regulations can have an even greater impact on catalogers than the rates themselves. Regulations can add costs to mail preparation and can detail a host of reasons for not qualifying mail for entry at the most desirable rates. Although some mailers are smart enough to read the rules the USPS proposes as its regulatory implementation plan, many donโ€™t. For some inexplicable reason, they leave attending such details to their

Cataloger Spotlight: Lillian Vernon
April 1, 2007

Having topped out at $287 million nearly six years ago, Lillian Vernonโ€™s sales have been falling ever since; itโ€™s expected to finish out its fiscal year at about $170 million. But the bleeding could stop soon. A public company until 2003, the general mer-chandise cataloger was sold to investment conglomerate Direct Holdings, led by media company Zelnick Media. But despite an aggressive game plan to broaden Lillian Vernonโ€™s reach, Direct Holdingsโ€™ initiatives largely backfired. Direct Holdings bailed out in May 2006 and sold Lillian Vernon to investment firm Sun Capital Partners, which installed former Miles Kimball CEO Mike Muoio to turn the company

Postal Matters: NEMOA Town Hall Meeting Brings Out Cost-saving Ideas, Old & New
March 27, 2007

In a jam-packed emergency town hall meeting organized during last weekโ€™s NEMOA conference in Cambridge, Mass., to address the impending huge postage increases, catalogers and vendors present tossed out myriad ideas. Some are revolutionary, some revisit past practices, albeit in a modern way. Naturally, not many of them werenโ€™t fully hashed out, but some could have merit for your company, some might be a little obvious (but watch for a new twist), some not so obvious. Take your pick. 1. Find ways to do more co-mailing. Find noncompetitive co-mailing candidates with your printer, pointed out the meetingโ€™s leader, Russ Gaitskill, president of the Garnet Hill