Managing The Flood Of Web Buyers, Part 1
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Jim Coogan
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Not all Web buyers can be mailed. The trick is knowing who to mail. Here are some keys to identifying who to mail:
* Segment your housefile into pure Web and catalog-driven Web buyers;
* Use matchbacks to get true response results to your mailings;
* Use the co-op databases to optimize your housefile so you’re not wasting circulation to Web buyers who won’t respond to snail mail; and
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- People:
- Jim Coogan
- Places:
- Santa Fe, N.M.
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Jim Coogan
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