When in Doubt, Test
As a direct marketer, you project ROIs for mailings to determine the risk vs. rewards of an investment. When deciding on a data purchase, use that same process to determine if the expense is worth the risk for future gain. In direct mail, when you don’t know an answer, you test. The same process applies to data purchases. Don’t let the unknown aspects of purchasing data dissuade you from making inquiries and running test mailings. Apply the same rigors of direct mail to your data purchases, and you’ll be headed in the right direction.
- 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.