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Acquisition

Making Mobile Part of Your Lead Gen Strategy

The need to make mobile media part of your lead generation strategy today is obvious. What isn’t so obvious is how to integrate mobile in a way that will effectively engage consumers and

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Nov. 02 2010




List Firms Increasingly Stress Marketing Services

How many incidents within the list industry does it take to make a trend? Three months ago, Clare Hart, Infogroup’s new CEO, revealed plans to rebalance the company away from providing list information and more toward services. Late last month, Infogroup announced Ed Mallin, who was instrumental in Infogroup’s list management firm acquisition activities, was stepping down.

All of which gives rise to a question: What is the perceived value of list management operations within the information community?

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Oct. 21 2010




Broker Roundtable: How Reliable Are Income Selects?

This week’s question: How reliable are income selects on lists, especially in light of the current economy? Our current panel features Jim Hall of All That Marketing, Matt Kaiser of Veradata and Don Yaffe of Belardi/Ostroy. (Would you like to be considered to be a member of our roundtable? Contact Larry Riggs at larry.riggs@penton.com.)

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Sep. 28 2010




Ways to Improve Your Mailing List Performance

Thanks to reduced prospecting and catalog circulation, many mailers are finding they have fewer housefile names to leverage, and less new names on the rental market. How can you improve your list’s performance, and get profitably back in the mail? Here’s a few tips.

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Sep. 15 2010




The Seven Basics for Success Using B-to-B Lists

Think you know just about everything there is to know about using business-to-business lists to generate new customers? Maybe you do. But some marketers, in their enthusiasm for implementing the most cutting-edge tactics, might be overlooking the basics.

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Sep. 13 2010




Do Talk to Strangers: Basics of Statistical Prospecting Models

Statistical prospecting models don’t have to be confusing to direct mailers. If you know about two main types of acquisition models, you can boost your business far beyond the “mail-to-everyone-all-the-time” approach to finding new customers. You don’t even have to know how to create models. Just know what to ask for when you want them.

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Sep. 09 2010




Broker Roundtable: In a Social World, What’s the Long-Term Viability of Direct Mail Lists?

This week’s question: With today’s younger generation more accustomed to e-mail, mobile, etc. what do you think about the viability of direct mail lists long-term?

Our current panel features Erik Formica of FMI Inc., Jackie Kern of Main Street Direct, Jeff Kobil of LDS Group Inc., Lee Kroll of Kroll Direct Marketing Inc., Chaim Lazar of Net60 Llc, Kraig Prange of Acton International Ltd. and Adrea Rubin of Adrea Rubin Marketing Inc (Would you like to be considered to be a member of our roundtable? Contact Larry Riggs at larry.riggs@penton.com.)

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Aug. 31 2010




Second Chances: A Guide to Retesting Files

Life is full of second chances. You may try a restaurant more than once to determine how good their food is. You might see a movie by an actor who was once in a movie you hated. You might even go on a second date with someone even if the chemistry wasn’t there the first time out. So why wouldn’t you retest a file and give it a second chance?

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Jul. 21 2010




Broker Roundtable: How are brokers coping with fewer new lists on the market?

This week’s question: How are brokers coping with fewer new lists regularly coming into the market?

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Oct. 27 2009




Targeting Institutional Names in a Consumer Prospect Universe

Most business-to-consumer direct marketers do their prospect merge/purges at the family level; that is, both the physical location and Surname must be the same for a duplicate situation to exist. This is because the cost-effective strategy for most of them is to send just one piece into a household at a time.

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Sep. 28 2009




Why Reliance on Prospect Lists Has Changed

Prior to the mid 1990s the list business was booming. List owners enjoyed a nice stream of list rental income. Brokers and list managers enjoyed their well deserved commissions. That’s no longer the case.

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