Axel Andersson

You have a slew of choices when trying to reach prospects without paying postage, including direct response space advertising, broadcast and other channels. By Denny Hatch It is imperative to determine the lifetime value of customers by source. Robert Hackett, RRD Direct’s vice president of sales, provides the following formula: Lifetime value is a function of frequency of purchase, multiplied by the gross margin, multiplied by the duration of brand loyalty. What can you afford to pay for a new customer? To make that determination, Gary Hennerberg of the Hennerberg Group suggests you take the following steps: --Research customer lifetime value.

You have a slew of choices when trying to reach prospects without paying postage, including direct response space advertising, broadcast and other channels. By Denny Hatch It is imperative to determine the lifetime value of customers by source. Robert Hackett, RRD Direct's vice president of sales, provides the following formula: Lifetime value is a function of frequency of purchase, multiplied by the gross margin, multiplied by the duration of brand loyalty. What can you afford to pay for a new customer? To make that determination, Gary Hennerberg of the Hennerberg Group suggests you take the following steps: --Research customer lifetime value. --Calculate

A proven leader can help guide your product selection By Denny Hatch "Creating direct mail without studying other people's successful direct mail is like trying to do brain surgery without studying brains." —Axel Andersson "Even top catalogers with years of experience seldom beat the Rule of Thirds: For any given catalog, one-third of the merchandise will sell well, one-third will sell OK and one-third will bomb." —Susan McIntyre So you wanna beat consultant Susan McIntyre's "Rule of Thirds"? In my opinion, the greatest single source for merchandise research for catalogers is the SkyMall catalog—found in the seat pockets of just