Chief Marketer Staff, Author at Chief Marketer

Listline e-Newsletter

The gay and lesbian civil rights organization Human Rights Campaign has
appointed ALC Data Management to oversee its list of 191,444 donors,
including 111,000 postal and telemarketing records for targeting
activists. About 41% of these donors are women. The average contribution
is $55. Direct mail is the source.

Agencies

Mail Stream: A Report on Incoming Direct Mail

Christopher Reeve Foundation Pledges to Continue Legacy The latest mailing from the Christopher Reeve Paralysis Foundation celebrates the life of its namesake, the late actor and director who was paralyzed after a horseback riding accident in 1995. The …

Listline e-Newsletter

A financial behavioral segmentation model comprised of research data and
recent consumer behavioral data has been used to develop of list of 29
million consumers with a predictable propensity to respond to an annuity
offer. These individuals have a median age of 41 and a $52,000 median
income. More than half are homeowners and more than one-third have
children.

Loose Cannon: Goodbye, Southland Viewers

“Got no job? We don’t care. Got a bad credit rating? We don’t care. Got a prison record? We don’t care. Don’t expect to pay us? That’s when we care!”

These should be words near and dear to most direct marketers’ funny bones, if not their hearts. They make up one of the more notorious sentiments from Art Fern, the oily, unctuous television pitchman portrayed by Johnny Carson, who died early Sunday morning.

Agencies

Understanding the Relationship Between Catalogs and Web Buying

How do you know that a Web-buying household is placing an order just because they received a catalog? The argument has been made that just because a Web buyer gets a catalog and then later places an order, that purchase doesn’t prove that the catalog circulation caused the Web purchase. There are ways to answer whether receiving catalogs causes the Web orders.

Email

Tips for E-mail Tests

Testing e-mail prospecting lists is in many ways the same as testing postal lists, says Don Buck, president of Milwaukee-based consultancy Buck Marketing. But e-mail testing has its own distinct challenges as well.

Agencies

Short-Term Behavior, Long-Term Value

Direct marketers put a huge amount of time and money into examining, testing, analyzing, and fine-tuning their marketing on a campaign-by-campaign basis. The results of a single campaign are judged by response rates, average spend amounts, and often, the ROI generated by that campaign. But less attention has been given to the long-term behavior of customers, says Don Austin, Ph.D., director of client strategy at Greenwich, CT-based list services firm Direct Media. In general, the amount of the first transaction predicts the amount of subsequent transactions. But Austin a variety of other variables can be used to segment customers into low long-term value and high long-term value groups.