Target Marketing articles from September 1995

Target Marketing archives from September 1995

Naming names. (list rental)(Cover Story)
September 1, 1995... Gut-wrenching postage and paper prices have increased the cost to mail so greatly that mailers are looking to cut the fat out of their mailings. One of the hardest hit areas: list rental. "People are mailing fewer total names and trying...

The business of list marketing.(Cover Story)
September 1, 1995... YOUR HOUSELIFE CAN BE YOUR GREATEST ASSET--IF YOU UNDERSTAND THE BIZARRE SYSTEM OF LIST MARKETING The main asset of any direct marketer is the housefile. Legendary West Coast marketer Bob Hemmings tells the story of working as a young man...

From the list to the mail piece.(Cover Story)
September 1, 1995... You've spent weeks searching and have finally found the perfect list of whatchamacallit owners to promote your catalog of widgets to. You're all set to go, right? Wrong! According to the U.S. Postal Service, consumer lists go out of date...

Rose Harper on lists. (17 tips on marketing lists)(Cover Story)
September 1, 1995... EDITOR'S NOTE: Rose Harper, who, with a twinkle, has given herself the splendid title of "Chairman Emerita" of The Kleid Company, is one of the pioneers of direct marketing. She began in the days when the list business consisted of just 13...

Keep one more customer.
September 1, 1995... Eroding margins in direct marketing have rapidly changed the industry mission statement from one of "mail more!" to "find and keep one more customer." Finally, it seems CEOs are recognizing that another company is hiding inside their existing...

Closing the loop: 10 ten ways to make sure that your catalog ordering process serves the customer.
September 1, 1995... Cataloger's don't think about it when producing their catalog, but customer service really starts with the catalog itself and the creative presentation. Too often we think of customer service as an "operational thing"--the responsibility...

Getting buyers to pay up.
September 1, 1995... HOW TO CREATE A COLLECTION PROGRAM THAT WILL YIELD THE GREATEST PAY-UP PERCENTAGE WITHOUT COSTING YOU A FORTUNE The sale is not complete unless the bill is paid. "This old adage underscores the fact that although you may do everything else...

7 myths of Internet marketing.
September 1, 1995... Can you really sell to 30 million people on the Internet? Is advertising allowed? Is anybody making any sales? Can customers find you if you set up a Web site? You are in the business of selling. You don't want to miss out on an...

The business of boosting response.
September 1, 1995... Plastic cards, pop-ups, slide charts, name labels and other perks can make your mailings so irresistable recipients will be racing to tear'em open Do direct marketers have more fun than retailers? At retail, you're eyeball-to-eyeball with...