Strategy: Prospecting to Selected ‘Pockets’
9. Mine proven lists deeper, namely 13 to 18, or 19 to 24 months. Use a multiselect or ZIP model on older rentals to boost results. There’s a tendency to mail only the more current 12-month buyers. Using an older recency can work. This is another way of finding additional prospect names to mail.
10. Make a “send-a-friend” offer on incoming calls. This used to work for mailers who used the back of their envelope to get referrals. But with so many moving to a printed order form, the number of referrals has declined. Use your call center to obtain the names of friends who might like a catalog. Catalog referrals typically convert at a good rate and can represent a source for additional prospect names not always found on another list.
Expanding your prospecting universe should be ongoing. There isn’t an unlimited supply of prospect names to mail for any offer, but you can find additional pockets to mail. It takes work and untraditional techniques to find diamonds in the rough. The ability to expand your prospecting universe will allow you to continue to grow your business.
Stephen R. Lett is president of Lett Direct Inc., a catalog consulting firm specializing in circulation planning, forecasting and analysis, and author of “Strategic Catalog Marketing,” a Catalog Success book published by Target Marketing Group Publications. You can reach him at (302) 537-0375 or via his Web site www.lettdirect.com.