RRD Direct

This week in the final part of our two-part series on co-mailing economics, I’ll inform you of the various price estimates you need to research from printers to accurately compare savings between co-mail pools. I also pose a list of questions that catalogers need to ask printers when negotiating co-mail contracts. (For part 1, click here.) Cost Estimates It can be difficult to compare savings between different printer’s co-mail pools. To do this effectively, you need to get the following estimates from printers: * estimated gross postage without any savings; * estimated net postage after the printer’s mail pool and co-mail savings; and *

You have a slew of choices when trying to reach prospects without paying postage, including direct response space advertising, broadcast and other channels. By Denny Hatch It is imperative to determine the lifetime value of customers by source. Robert Hackett, RRD Direct’s vice president of sales, provides the following formula: Lifetime value is a function of frequency of purchase, multiplied by the gross margin, multiplied by the duration of brand loyalty. What can you afford to pay for a new customer? To make that determination, Gary Hennerberg of the Hennerberg Group suggests you take the following steps: --Research customer lifetime value.

You have a slew of choices when trying to reach prospects without paying postage, including direct response space advertising, broadcast and other channels. By Denny Hatch It is imperative to determine the lifetime value of customers by source. Robert Hackett, RRD Direct's vice president of sales, provides the following formula: Lifetime value is a function of frequency of purchase, multiplied by the gross margin, multiplied by the duration of brand loyalty. What can you afford to pay for a new customer? To make that determination, Gary Hennerberg of the Hennerberg Group suggests you take the following steps: --Research customer lifetime value. --Calculate