If you append your masterfile, you’ll often find that mailers are interested in testing your list beyond your 12-month buyers. This can increase list revenue for a segment of your file that’s getting less profitable as each month passes. Before investing in an append, talk to your list manager to determine if mailers likely would be interested in overlays on your file. In addition, your list manager can recommend the data companies that have given their clients the best service.
- Companies:
- J. Schmid & Assoc.
A columnist for Retail Online Integration, George founded HAGUEdirect, a marketing agency. Previously he was a member of the Shawnee Mission, Kan.-based consulting and creative agency J. Schmid & Assoc. He has more than 10 years of experience in circulation, advertising, consulting and financial strategy in the catalog/retail industry. George's expertise includes circulation strategy, mailing execution, response analysis and financial planning. Before joining J. Schmid, George worked as catalog marketing director at Dynamic Resource Group, where he was responsible for marketing and merchandising for the Annie's Attic Needlecraft catalog, the Clotilde Sewing Notions catalog, the House of White Birches Quilter's catalog and three book clubs. George also worked on corporate acquisitions.