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This is a continuation of Target Marketing Magazine’s article about customer segmentation. Modeling for Performance Behavioral models can help you refine campaigns and follow-up marketing by allowing you to predict the likelihood of profit-driving behaviors such as payment, multiple orders and renewal. Model-based, predictive segmentations can be applied in the following ways: Refine descriptive segments to increase campaign [...] Many people enjoy swapping stories of disasters, but the “saves” are so much more common. Mailing professionals often catch errors on a proof, suggest a redesign that saves handling or postage, fix mistakes on printed pieces with creative ingenuity and maybe some stickers, notice that the list is wrong, catch a huge [...] Creating and producing direct mail advertising can get very expensive. But that does not mean you have to spend a fortune. You just need to know how to make the most of your dollars. Mail to your best prospects or customers first. Don’t drop huge quantities all at once. If you are mailing 50 letters to sell [...] Practical Ecommerce tells about Fairytale Brownies’ online sales being primarily powered by printed catalogs mailed to approximately 1.8 million households annually. Fairytale Brownies expects to gross roughly $8 million in 2009, with around 60 percent of its revenue from online sales. “The brownie gift catalog really drives a large portion of our business. Although we do [...] Use postcards when appropriate. They’re fast, easy and affordable to produce. If you plan to mail a series of postcards or self-mailers, print all versions at the same time, then mail them over time. The larger your print run, the lower the cost per printed piece. Consider printing a year’s worth of four-color “shells” or basic templates [...] |
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